The first big news of CES happened when Vizio announced its intention to enter the notebook and AIO desktop markets in the middle of 2012. They would join an exhaustive list of companies selling PCs to consumers through U.S. retail. In fact they would be the 10th company of note (although there are even more brands than that) to have a presence on the U.S. retail shelf.
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NPD has released the second in its series of iPad surveys. While the first looked at buying intentions prior to the launch this one is more focused on what the current ownership looks like and how those owners are using their iPad. In conjunction with the press release we thought we would add some color around the iPad experience, bypassing some of the more contentious product based discussions out there. The survey provided some in-depth information on all aspects of the iPad, but today we are going to look at two distinct areas. First, is what owners like and dislike about their iPads, and second is how consumers are using their iPad.
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Reading the first set of reviews of the iPad I have been struck by one comment: That this is a notebook killer. Our recently completed iPad survey also revealed a considerable amount of overlap in consumers’ perception and usage intentions between the iPad and the notebook. Now, with the first reviews in, our initial assumption in our first iPad blog post appears more correct than ever - the iPad is aimed squarely at the heart of the notebook market. And while we mentioned in that post that the lack of certain features might prevent a direct cannibalization, the initial reviews indicate that, even without those features such as Flash support or a camera, this product can take over much of what your notebook does, and do it more elegantly and more comfortably.
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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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Consumer Technology | Stephen Baker, Vice President, Industry Analysis | 
January 10, 2012 10:50 am | 
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