iPad has been on the market for several weeks and ChangeWave has just completed two d new surveys; a May survey of 3,174 consumers to measure future demand for
the iPad, and a second survey of 153 new iPad owners to discover their
actual impressions of the new tablet device.
Consumer demand for the Apple tablet going forward is even
stronger than the extraordinary pre-launch demand they recorded back in the February ChangeWave survey.
The survey findings show the degree to which the iPad is meeting the
challenge of becoming a truly convergent device. First and foremost,
new owners are Surfing the Internet (83%) and Checking
Email (71%). But 56% also report they are using Apps from the
Apple Store, and 48% say they are Watching Videos, 33% Reading
eBooks and 29% Playing Games.
A total of 7% of respondents now say they're Very Likely to
buy an iPad and another 13% say they are Somewhat Likely - the
highest level of consumer interest we've seen to date, and far
surpassing February's pre-launch demand survey (4% Very Likely;
9% Somewhat Likely).
In terms of overall satisfaction, the vast majority of owners believe
the iPad is delivering on its promises - with three-in-four (74%)
saying they're Very Satisfied with their new tablet, and
another 17% say they're Somewhat Satisfied.
The iPad ratings are nearly identical to the highest rated Smart
Phone among consumers - the Apple iPhone. They note that Apple has
now reached these nosebleed levels with a brand new product.
Screen Size and Quality (21%) top the list of iPad likes,
followed by Ease of Use (15%), the Overall Size and Weight
(12%), and Portability (10%).
Not all is perfect with the new device, however, as seen later in
the report when e asked owners about their dislikes.The top dislike
reported by new owners was Lack of Adobe Flash
(11%), followed by Internet Connectivity Issues (9%) and Poor
Screen Visibility/Keeping it Clean (9%).
Despite these problems, our ChangeWave survey uncovered no 'smoking
gun' dislikes. There wasn't any one problem with the iPad that was
cited by a large number of respondents. From a manufacturing
perspective, this is a particularly important finding that bodes well
for the device's future.
ChangeWave survey results show the iPad profoundly shaking up
the eReader market.
As part of our May survey, 245 respondents identified themselves
as currently owning an e-Reader. We then asked this group a series of
questions.
Gully half of iPad e-Readers (50%) say they read Newspapers
on their tablet device compared to just 14% of all other e-Reader
owners. Likewise, 38% of iPad e-Readers say they read Magazines
compared to 11% of all other e-Reader owners. In short, more than 3 times as many iPad e-Reader owners say they
read Newspapers and Magazines as do all other e-Reader owners.