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The iPad Effect
Resolve Market Research™ Please note that all data are based on a nationally representative sample. © 2010 Resolve MR. All rights reserved | CONTACT: 323-871-4404.
Key Findings• iPad users interact with their iPad most from home—in particular the
couch (68%) and the bed (40%).• The fun/toy perception affected the iPad in divergent ways:
– 55% saw it as an expensive toy– Of those who owned/intended to own the iPad: 56% wanted to use it for
“entertainment”– Of those who didn’t want the iPad: 54% said they didn’t see the need
• The iPad will have an effect on e-Reader sales but not music player sales: 71% of owners/intenders want to read books on it compared to a little above one-third who want to listen to music or podcasts.
• Portable Gaming Devices are at a cross-roads:– Currently, 28% of people want to use their iPad for playing games– In addition, 60% think PGDs are best for playing games– However, the top 2 devices people will not buy after purchasing an iPad is an e-
Reader (49%) and a Portable Gaming Device( 38%)• The iPad has the potential to be a strong gateway product to AT&T.
– For 37% of iPad intenders, this will be their first Apple product– Of iPad intenders, 44% currently subscribe with Verizon
MethodologyThe study was conducted by Resolve Market Research. The study was executed via an online survey from June 5th 2010 to June 10th 2010 among a US nationally representative sample of N=406 mobile/portable technology owners and intenders. Figures for gender, age and devices were weighted to their proportion in the US population using an omnibus sample of N=1000.
The study compared technology owners and intenders across four sub groups: The iPad group (n=205) those who own or intend to own an iPad. The portable gaming device group (n=194) those who own or intend to own any of the following devices: PSP (2000, 3000, GO) or Nintendo DS (DS Lite, DSi, DSi xl), the smartphone group (n=325) those who own or intend to own any of the following: iPhone (any model), BlackBerry (any model), Droid Smartphone (any model), or “Any other smartphone”, and the e-Reader group (n=137) those who own or intend to own any of the following: Kindle, Nook, or Sony E-reader.
The margin of error for the full sample is +/- 4%, higher for subgroups.
The Digital Playground:iPad is simply seen as cool and impressive gadget.
QO1A : Please identify the top three reasons for why you wanted or would like this device - iPad QA2 : Which of the following statements do you agree with regarding the iPad?
Top Interest Drivers:
Top iPad Association:
QU1B : Where in the home do you primarily use your iPad?
Location, Location, Location:Apple's "casual and comfortable" usage advertising seems to be hitting consumers right on target.
The Digital Playground:
The influence of the toy perception.
QA2 : Which of the following statements do you agree with regarding the iPad? QO1A : Please identify the top three reasons for why you wanted or would like this device. QO3 : You did not select an iPad as a device you own or intend to own. Why do you not want an iPad?
Top Reasons for Rejecting the iPad
Top Reasons for Intending the iPad
Top consumer iPad Perceptions
Reading a
Book
Reading a
New
spap
er Arti
cle
Watc
hing Video
s
Browsing t
he Inter
net
Creating D
ocumen
ts
Downloading/U
sing A
pps
Reading B
logs
Reading/S
ending E
Lookin
g at P
hotos
Downloading/L
isten
ing to M
usic
Listen
ing to th
e Rad
io/Podca
st
Downloading/P
laying G
ames
0%
10%
20%
30%
40%
50%
60%
70%
80%71%
66% 63% 62% 62% 59% 56% 55% 53%
39%35%
28%
Preferred iPad Functionality Prior to Purchase: Everything but playing games & music.
QU31 : On which device would you prefer to perform each of the following functions?
Smartphone
MID
Gaming Console
MP3 Player
Netbook/Laptop
Portable Gaming Device
E-Reader
0% 10% 20% 30% 40% 50% 60%
22%
24%
27%
29%
32%
38%
49%
The iPad Effect On Other Devices:
QG2A : Which of the following devices do you think is the most enjoyable for playing games? Rank 1QA3A : Which of the following devices would you not buy after owning an iPad?
Which of the following devices do you think is the most enjoyable for playing games?
Which of the following devices would you not buy after owning an iPad?
QU6 : Which of the following products have you owned or currently own?
Previously or Currently Owned Apple products:
The iPad is the Next Gateway Device:It has the potential to have the same halo effect of the iPod.