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Study claims 90% of iPad buyers already own Apple gear

updated 11:55 am EDT, Mon August 23, 2010

Just 2pc of iPad owners new to Apple

Very few iPad buyers so far are new to Apple hardware, Strategy Analytics said in a new study. Where 18 percent of those with iPhones, iPods or Macs plan to get an iPad within a year, only two percent of those foreign to Apple devices plan to do the same. Apple is chiefly "preaching to the converted" at the early stage, Principal Analyst David Mercer said.

An existing owner has an average of 1.7 Apple devices.

The bias isn't necessarily a problem in the short term, as Apple can "mop up" its existing user base before moving on. However, it might have to expand the iPad's feature set or otherwise adapt its strategy to appeal to the roughly 50 percent of those asked that didn't have some form of iOS or Mac hardware.

Apple may have to work aggressively, as companies are counting on the appearance of Android tablets shrinking the iPad's share to where it has just a significant minority of the market.

The study also provided insights as to the age spread and noted that the largest portion of iPad owners were between 25 and 34. More affluent 35 to 44 year olds were the next largest group, while 15 to 24 year olds were close behind.



By Electronista Staff
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  1. Jonathan-Tanya

    Fresh-Faced Recruit

    Joined: Oct 2004

    -2

    mac mini halo effect

    my much derided thought that the mac mini would have a halo effect on iOS devices - seems to have some backing now.

    Although yes, at the time, I simply made it up.

  1. gudin

    Fresh-Faced Recruit

    Joined: May 2000

    +11

    iPods

    As a HUGE number of people have iPods, or have had iPods, this is largely an irrelevant point. Having an iPod doesn't make you "the converted" or "the faithful" it merely means you have some interest in music. Seems to me that at this point unless you are seriously bad off economically, liking music and NOT having an iPod makes you a fanatic Apple-phobe more than having one makes you a fanatic Apple lover.

    take iPods out of the equation and the story looks much better for Apple.

  1. Pete_Y_48

    Fresh-Faced Recruit

    Joined: Apr 2004

    0

    When was this done?

    There seems to be a disconnect with the results of this study versus the numerous reports of both businesses and institutions purchasing the iPad in large numbers.

    While some institutions (Colleges) have purchased iPods before, virtually none of the businesses have purchased them. So either the report is incorrect, or Apple must be selling multi, multi millions of iPads.

    If I had to bet, my money would be on an incorrect report. Two percent sounds way off.

  1. gmsquires

    Fresh-Faced Recruit

    Joined: Jul 2009

    +4

    Re: iPod

    My thoughts exactly Gudin. When I read the article right away I realized the falacy of the study/survey. Having Apple gear could mean something as inconsequential as the smallest or least expensive iPod. The study should have filtered out iPods. Garbage in-Garbage out.



  1. lkrupp

    Junior Member

    Joined: May 2001

    0

    Looks to me...

    It certainly looks to me like some of the "analysts" are trying to bring AAPL down a bit. Maybe they advised their clients to short AAPL so they are bent on fulfilling their client's expectations. I thought there were laws against manipulating stock prices but "analysts" are exempt? Even that caffeine addled idiot Jim Cramer once said AAPL is the single most manipulated stock on the market.

  1. Makosuke

    Forum Regular

    Joined: Aug 2001

    +1

    iPods Indeed

    Gudin has the takeaway point here: "... 18 percent of those with iPhones, iPods or Macs..."

    They're including iPod owners, of which there are a LOT.

    Not Googling up any recent statistics, but way back in 2006 something like a full third of teenagers in the US owned an iPod. That number has got to be higher now, and if you count by family rather than individual, I wouldn't be the least bit surprised if 20% of the country already "owns" an iPod. ~20 million domestic sales a quarter is a lot.

    So given that "people who own an Apple product" has massive overlap with "people remotely interested in personal electronics and not strongly averse to Apple products", 18% is a pretty darned good number.

  1. Makosuke

    Forum Regular

    Joined: Aug 2001

    0

    Correction...

    I meant to say "20 million a year" not per quarter; quarterly sales are around 10M globally, with double that in the holiday quarter, and I was ballparking half of those as US sales.

  1. testudo

    Forum Regular

    Joined: Aug 2001

    +1

    Re: ipods

    take iPods out of the equation and the story looks much better for Apple.

    Well, it only looks better for Apple if, then, a larger number of people are buying or planning on buying the iPad. The problem is you can't just make the leap of assumptions about who's buying it from the stats at hand.

    All in all, it is a worthless survey.

  1. testudo

    Forum Regular

    Joined: Aug 2001

    +1

    Re: When was this done?

    There seems to be a disconnect with the results of this study versus the numerous reports of both businesses and institutions purchasing the iPad in large numbers.

    First, those are 'reports', and who knows whether they are valid or just 'my friend works at....' things.

    Second, this isn't a survey of businesses, but of people (as most are). Thus, businesses wouldn't matter anyway to it.

    Third, the iPad, like other Apple devices, is more geared to the consumer than the work environment. As such, how it ranks there is more important than business purchasing.

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