That’s right folks, though it comes as no surprise that current Apple owners are more likely than other consumers to purchase the iPad.
Only 2% of US homes which do not currently own an Apple device intend to buy an iPad during the next 12 months, compared to 18% of Apple-owning households, according to a new survey of 2000 US consumers by Strategy Analytics’ Connected Home Devices service. The report, “Apple’s iPad: Identifying Early Adopters and Intentions to Buy,” finds that ownership of another Apple product, such as an iPod, Macbook or iPhone, is the strongest indicator of intention to buy an iPad. In total 90% of iPad sales are expected to come from existing Apple device owners.
The study finds evidence of strong customer satisfaction for the iPad, since nearly half of households which have already bought their first iPad intend to buy another one within the next 12 months. This is backed up by findings that multiple household ownership of iPads is already increasing rapidly: respondents with at least one iPad report an average of 1.7 devices per household.
A data chart indicating intentions to buy iPads by age group is available at http://www.strategyanalytics.com/default.aspx?mod=PressReleaseViewer&a0=4944.