Within 24 hours of Apple CEO Tim Cook’s unveiling of the new iPad as well as the iPad Mini, Toluna QuickSurveys has the first reliable consumer reaction to the launch via a survey of 2,000 U.S. consumers online. The survey found 45% of U.S. iPad owners feel disgruntled that Apple has released a new iPad 4 only seven months after the release of the latest iPad 3.
Reaction to the iPad Mini was more positive with 14% of respondents saying they will ‘definitely buy one’ and a further 32% say they will ‘probably buy one.’ However, when directly asked which device they would prefer out of the iPad Mini, Kindle Fire and Nexus 7 Tablet, the Kindle came out on top with 46%, followed by the iPad Mini (40%) and Nexus a distant third (14%).
Size was the major factor driving demand for the iPad Mini with 25% saying it was the most impressive feature, followed by “speed and performance” (22%) and enhanced battery life (22%).
The survey also asked U.S. consumers about their general attitude toward Apple. More than 1 in 4 (26%) believe Apple’s reputation has been tarnished by the iMaps fiasco following the iPhone 5 release, and nearly half (45%) believe Apple is an inferior company since current CEO Tim Cook took over from Steve Jobs.
Other notable findings from the research found:
- Current iPad owners were even more likely to purchase the iPad Mini with 30% saying they would “definitely” purchase the new device and 39% saying they will “probably” purchase one.
- The 3G or 4G iPad Mini is set to be marginally more popular than the Wifi only version with 51% of those intending to buy an iPad Mini preferring the cellular version.
- Environmental friendly materials are a key driver for more than one-third of US consumers with 35% claiming the environmentally friendly and recyclable materials will positively impact their decision to buy one.
- The iPad Mini is set to become a hot holiday gift with 1 in 5 (21%) planning to buy the tablet as a holiday gift.
- The double camera was the least impactful feature with only 7% nominating it as a standout feature.
This survey was conducted online within the United States on October 23, 2012 among 2,000 adults (aged 18 and over). Respondents for this survey were selected from among those who have agreed to participate in Toluna surveys online. Figures for age, gender, education, race/ethnicity and region were weighted where necessary to bring them into line with their actual proportions in the online population. In addition, the percentage of iPad owners was weighted to their proportion in the online population. Because the sample is based on those who agreed to participate in Toluna surveys, no estimates of theoretical sampling error can be calculated.
For more information on the results from this Survey, please contact firstname.lastname@example.org.
About Toluna QuickSurveys
Toluna QuickSurveys takes the simplicity and cost-effectiveness of DIY survey-tools and adds speed and reliability by providing direct access to a global panel of four million people available to respond to surveys. No other survey tool in the market can match the speed, reliability and cost-effectiveness.
To learn more please visit www.quicksurveys.com.