Survey crowns iPad tablet king

Gregg Keizer
12 March, 2011
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Apple’s rivals have lost headway in convincing American consumers to pick their tablets over the iPad, a market researcher said Thursday.

In a survey conducted last month, more people who said they were planning to buy a tablet in the next three montsh named the iPad as their likely purchase than in October 2010, when ChangeWave Research last asked the same questions.

The February poll of nearly 3,100 U.S. consumers said that of those planning to buy a tablet within 90 days, 82 percent would pick Apple’s iPad. That’s a two-point increase over ChangeWave’s last survey.

Motorola’s Xoom, which launched in February at a price of  US$600 when combined with a two-year service contract with Verizon, was the top alternate to the iPad, garnering 4 percent of the plan-to-purchase vote.

RIM’s Playbook and Samsung’s Galaxy Tab tied for third place at 3 percent.

In ChangeWave’s 2010 survey, the Playbook was in second place with 8 percent, nearly triple the Galaxy Tab. RIM’s number may have dropped because, unlike the Xoom and Galaxy Tab, the Playbook has yet to go on sale. Recent rumors have pegged the Playbook debut for April 10.

“It remains to be seen which of these tablet devices or other new entries will be able to successfully compete,” said Paul Carton, ChangeWave’s vice president of research, in a description of the survey results. “Each faces an uphill battle with the refreshed iPad 2 hitting the shelves on March 11.”

ChangeWave surveyed consumers last month, before Apple CEO Steve Jobs introduced the new iPad 2, which officially hits Apple’s retail and online stores tomorrow.

Carton sees Apple’s position as nearly unassailable because of its strength in customer satisfaction.

Of the people surveyed who owned an iPad, 70 percent said they were “very satisfied” with the tablet, while another 25 percent checked “somewhat satisfied.”

Carton called the iPad’s satisfaction rating “outstanding.”

However, the iPad’s “very satisfied” numbers are down slightly from last year, when 72 percent of owners selected that choice.

ChangeWave also tracked an increase in consumer interest in tablets, and evidence that money spent on the devices was being sucked away from e-readers and traditional PCs, especially laptops and netbook.

Since last October, the number of those polled who said they would buy a tablet at some future point climbed by two percentage points, Carton said.

On the cannibalization question, 26 percent of the respondents said they’d canceled or put on hold plans to buy an e-reader after acquiring a tablet, up from 2010’s 17 percent. The jump in those saying they’d skipped purchasing a personal computer was smaller: 25 percent said they had postponed laptop, netbook or desktop buying plans once they had a tablet, up from 19 percent several months ago.

ChangeWave’s survey results jibe with projections today by the research firm IDC, which said Apple will retain a 70 to 80 percent share of the tablet market during 2011, even as the competition heats up.

IDC also forecasted that 50 million tablets will be sold this year.


2 people were compelled to have their say. We encourage you to do the same..

  1. Ciaran says:

    How’s Flash working for you guys?

  2. Ian Exaudi (Creative Intersection) says:

    It’s quite fascinating to see the sort of interest that the iPad 2 is sparking among our business customers and “newbies” alike (we are iPad/iPhone developers, so we get inquiries for all types of iOS work).

    With better performance than the original, and the front & back cameras on-board, this opens up a whole lot of opportunities for new apps.

    Looking forward to seeing the first shipments into Australia!

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