14 DAY TRIAL // Bringing over thirty years of experience, with a focus on strategic and technology issues facing hi-tech companies and organizations, Strategy Analytics has rolled out its newest report which claims that “Apple may be preaching to the converted” with its tablet computer, the iPad.
The report, purchasable for $1,999, presents the findings from a survey of 2000 consumers residing in the US. Subjects were fielded in July 2010.
Strategy Analytics was able to identify precisely which customers have adopted iPads so far, as well as to explore the buying intentions of the population as a whole.
“With the launch of the iPad, as so often in the past, Apple has reinvented an entire device category and injected new life into the consumer electronics industry,” the company’s Principal Analyst, and author of the report, David Mercer, writes.
“Our consumer survey finds that early iPad buyers are overwhelmingly existing Apple device customers,” Strategy Analytics has found.
According to electronista, which has some actual figures extracted from the report, 18 percent of those owning iPhones, iPods or Macs plan to get an iPad within the year.
Only two percent of those not familiar with Apple products plan to buy the tablet, Strategy Analytics’ is said to have found.
“The buying intentions of the US population as a whole suggest this is unlikely to change,” David Mercer upholds.
An existing iPad owner has an average of 1.7 Apple devices, while the largest portion of iPad owners is set between the ages of 25 and 34, survey results showed.
“So Apple may be preaching to the converted with its new device," he believes,
"but the rate at which existing Apple customers are adopting the iPad suggests that Apple need not worry about expanding its presence into new US households in the near term,” Mercer notes.
“there is plenty of potential from existing customers alone,” he assures those who fear Apple may be losing at its own game.
The research firm labels the iPad as “a product which could prove highly strategically disruptive to players from traditional mobile, TV and PC spaces.”
However, Apple still needs to convince the roughly 50 percent of those asked that didn't have any kind of iOS or Mac hardware, electronista notes.
The table of contents for the report in question is provided over at strategyanalytics.com.
It reveals that the firm has included numerous notes on methodology, details on how many households are using an iPad, iPad usage by household type, the aforementioned buying intentions, and, of course, some insightful conclusions.