14 DAY TRIAL // Referring to a ChangeWave survey, TUAW posted a report on the e-reader-buyer market after Apple’s announcement of the new iPad tablet. The survey was conducted on 3,171 consumers and outlined an important wave of pre-launch demands for the iPad, offering as an insight the fact that the Apple tablet will have a major impact on the e-Reader market.
Before the iPad’s announcement, back in January, 2010, when no one was yet certain about the device’s features, there were some consumers who thought they might want to purchase an iPad (27% would purchase Apple’s iPad tablet, while 45% would still purchase one of the e-Readers available at the moment). Compared with the pre-launch demand for the iPhone, at a similar point in time, the current pre-launch demand for the new iPad is greater.
The survey also indicates that, for people who plan to buy an e-Reader in the next 90 days, 40% intend to acquire an iPad, 48% of those questioned said they would buy a Kindle, 6% would go for the Barnes & Noble Nook, and only 1% showed their interest in a Sony Reader.
Apple has a strong ace up its sleeve, with the iPad being unlike any device offered to consumers and emphasizing the idea that the new device will surprise with a catchy interface and well-refined media features. Based on its past market releases, Apple has established an aptitude for delivering products that seem to fit consumers’ dreams. So, the postillion is not allowed to go any lower.
The only concern Apple has seems to be the cannibalization of sales of other Apple products. However, considering the huge wave of pre-launch demand for the new iPad, this worry seems to be minor and manageable for Apple. Therefore, Apple’s success with the new product is highly dependent on the device being able to rise up to the expectations of its new owners.
Check the ChangeWave survey here.
