Do Non-Apple Users Care About iPad? Consumers Respond

Apple productsMost consumers have little to no interest in purchasing Apple’s iPad, according to a survey of 2,000 adults, 18 years of age and older, by the market research firm, The NPD Group.
In a finding not entirely surprising, the demographic groups most interested in the much-publicized, touch-screen computer tablet are younger adults and those who already own Apple products. Playing music, accessing the Internet and the touch-screen features were the primary reasons cited by the younger demographic.
Overall numbers, however, may disappoint Apple aficionados. Sixty-six percent of all consumers didn’t foresee an iPad purchase in their future, and 60 percent of Apple owners felt the same way, NPD said.
Only 18 percent of all consumers surveyed expressed a real interest in owning an iPad, while 27 percent of 18-34 year olds and 24 percent of Apple owners said they were extremely or very interested, according to NPD.
Those numbers may be enough, though. Apparently there is much interest in the iPad as reports this weekend have flooded tech blogs and the news media that Apple has sold out its initial inventory of iPads.
Apple’s website now cites a shipping date of April 12 – pushed back from April 3 — for customers pre-ordering the iPad. And there is much talk about Best Buy having the tablet computer available for the original launch date on April 3. “Leaked documents” reportedly show that the retailer will have a limited number available.
There has also been a great deal of chatter about applications featured on the iPad  and the growing number of magazine and newspaper publishers offering subscription services, making the latest Apple product already one of the most sought-after e-readers.
But its biggest stumbling block remains its price, according to the NPD survey. iPads start at $499 for the Wi-Fi only model, to as much as $829 for 3G-enabled models with 64GB-memory. A 3G unlimited plan through AT&T will cost you another $30 a month, but no contracts are required.
“The most interested potential iPad customers see it primarily as a music device, or for its internet access capabilities,” said Stephen Baker, vice president of industry analysis at NPD.  “Considering what people are planning to use the iPad for, it’s not hard to understand why people who have these capabilities on other devices, such as the iPod Touch or a notebook/netbook, may not want to spend $500 or more on a similar device.

7 thoughts on “Do Non-Apple Users Care About iPad? Consumers Respond

  • March 28, 2010 at 10:01 pm

    If what we are hearing is true – and estimating that almost half a million units will be available by the 3rd of Aprl – thats a whopping $259 Million which Steve Jobs will open the account with the iPad. And by all the preditions and doom, the analysts are still saying that Apple will make billion$$$ out of this new product, and that itself is amazing. Today, it has reached the point that no matter what the product can do or not do is not the criteria, it appears to be the convergence the product offers. And Steve raking in all this moolah in the middle of a challenging year is what makes it sweet – not only for the fanboys but also for Apple employees.

  • March 28, 2010 at 10:51 pm

    I wouldn’t doubt that most consumers hardly know much about the iPad. They’ll certainly have to use one before making any decisions especially if they’re not interested in tech devices to begin with. They’ll need to see the iPad’s capabilities and ease of use. I’d think if their friends get one, they might also want one if their friends say it’s useful. Might as well wait a few months for a clear-cut answer.

  • March 29, 2010 at 1:07 am

    With an OS that is familiar to millions I don’t see how it will not sell well.
    And NPD are doing a survey on a product very few have seen and used so is the survey that accurate. And when is NPD ever positive on Apple.

  • March 29, 2010 at 1:41 am

    I don’t find it surprising at all especially when you consider the fact that 65 percent of the nation still uses Symbian based Nokia phones, ie a phone that doesn’t connect to the internet or get emails. This same population probably still has computers that are 5 years old with floppy disk in it. So the actual population that would even consider it let alone be in the know to even know of its existence is already limited to 35 percent. Now if we just ask this 35 percent we might get some interesting ideas about who really wants an ipad. Please share your thoughts on our public opinion poll at

  • March 29, 2010 at 12:32 pm

    I’m surprised by the number of people who ARE, apparently, willing to buy the thing, without having used it and without an obvious purpose. I’m having trouble seeing the activity pattern which would recommend this device.
    The iPad is large enough that it becomes something you have to think about having with you, too large to carry around in a pocket like a phone/camera/digital media player (and, I understand, too heavy to be comfortably used in one hand)–but it’s small enough that its functionality is severely limited compared to any kind of real computer. I mean, either you want to be unencumbered, or you’re going to concede some activity/mobility and carry a larger bag, in order to be able to do more things with the device.
    The iPad’s larger screen certainly makes it better than a pocket device for *receiving* visual content, though I’m truly mystified by the claim that some people “see it primarily as a music device.” The thing clearly can’t have real speakers in it, and it won’t play removable media of any kind, so what possible advantage could it have in this area?
    For at least the next few years, I see a hard line between full-function devices on one side and truly mobile devices on the other–iPad is neither.

  • April 12, 2010 at 11:26 am

    Yet, there are sufficient Apple Fanboi’s on the planet to make this a real success!! Having sold more than 700,000 units in the first few opening days itself speaks volumes. And remember these are challenging times!!!
    We might be forgetting the fact that many others tried their hand on identical gear in the past, and their designs fell flat on their face! Steve Jobs comes around give it to you at the right time, (read success if all those “i” things), probably at the right price, and the right place! Now, you gotta give it to the bloke, C’mon give the devil it’s due…..
    How many other companies could launch a basic tablet computer like the way Jobs did ?

  • May 13, 2010 at 1:18 pm

    I am revisiting this site after a whole month after we all wrote our initial comments. Having passed the million mark, Jobs raked in half a billion $$$ based on the lowest configuration. It is yet to be launched in Europe – and most of the Appstores have sold out their stock. The only availability is online.
    After europe will come Asia, and there is no mention of South America!!
    Hence irrespective of the usage, usability and/or any other factor that might make it uncomfortable – the gear has made an entry into the world of Gizmo with a bang.
    Future projections by analysts are truly amazing. In spite of the President bad mouthing it (he should not have mentioned the name of the product / company even though he did have a valid point) the sellability of the gear has not come down….
    It’s simply that Apple under the leadership of jobs is still capable of pulling off the carpet from under your feet.

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