As we near the release of the next market-changing device (maybe!) from Apple, NPD has released some interesting numbers from a new survey Apple iPad: Consumers’ Perceptions and Attitudes. The good news is that awareness among the general population for the iPad is unbelievably high. Almost two-thirds of all respondents were aware of the product with that number ranging from a low of 61 percent among 55–and-older consumers, to more than 80 percent of consumers who owned another Apple branded product. Among the most aware demographics; young people, $100k income earners, and current Apple product owners not only was general awareness high but ownership interest and purchase intent over the next six months were much higher than overall. More than one-third of those expressing interest in the iPad in both the 18-34 year old demographic and among Apple owners claimed they intended to purchase the device in the next six months. Among the high income earners intention to buy in the next six months was more than 50 percent.
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On its earnings call last week amidst the backdrop of CTIA, Best Buy noted its intention to open 75 to 100 “small-format” stores, the lion’s share of which will be Best Buy Mobile stores. The retailer, which is a dominant seller of televisions and PCs, sees great potential in the “third screen” of the cell phone, even though it has limited control of device pricing (and even less control over subscription pricing). First, it believes that its impartiality, selection, and customer service can offer advantages that the carrier stores cannot. And handsets offer supplemental revenue streams of accessories, Geek Squad setup, and ongoing maintenance and data management services.
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According to U.S. Census Bureau estimates, in 2009 there were approximately 62 million kids age 0-14 in the United States. These kids comprise 20 percent of the total U.S. population, representing an enormous consumer base, even though adults have much authority over what is purchased for them. Much, but certainly far from all. Even very young kids exert a good deal of influence over the purchases made on their behalf.
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Just when you thought, after years and years of decline, it was safe to give up on the desktop it has roared back with a vengeance. Revenue has been positive for five consecutive months as of February 2010, and that is the result of improvements across the board. Windows 7 is propelling the PC side of the market where desktop ASPs have been higher than notebook/netbook ASPs in three of the last four months. We are seeing even more stunning growth numbers from the iMac in what had been generally accepted at this time last year as a fading product line.
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TiVo has long been the poster child for how difficult it is to sell subscription products at retail. While its monthly service plans may have initially been conceived to be friendly to cable providers, they overwhelmingly balked and instead devised their own generic solutions. These often had inferior user interfaces, but were tightly integrated with cable services such as VOD that TiVo could not accommodate, even by using CableCARD. TiVo didn’t help its cause by offering the popular lifetime subscription lump sum, then discontinuing it, then reinstating it after facing competition from Digeo’s Moxi.
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When I was 16, I got my first non-babysitting job and spent four months toiling at the drive-through window of my local Carl’s Jr. restaurant. Being a quick study, “Want some fries with that shake?” or “Can I interest you in a hot apple pie this evening?” soon rolled off my tongue at the end of every order as I eagerly attempted to up sell customers.
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At DisplaySearch’s USFPD conference, the sun-drenched beachfront of San Diego was an appropriate setting for my panel that included representatives from two companies working on energy-efficient displays that excel at outdoor readability.
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Consumer Technology | Stephen Baker, Vice President, Industry Analysis | 
March 29, 2010 2:36 pm | 
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