Before the launch of the iPad mini, analysts predicted that Apple would lose out on at least one full-size iPad sale for every five iPad minis it sold, but a new survey from Cowen and Co. suggests that, rather than encouraging customers to swap the iPad for the iPad mini, the smaller tablet capturing the attention of new customers.
The survey found that 12 per cent of its 1,225 US adult participants, were planning to buy an iPad mini within the next 18 months, and of those, 52 per cent said that it would be their first tablet.
Just 16.6 per cent of the people who said that they were planning to buy an iPad mini said that it would be a replacement for another device, and of those, 29 per cent said it would replace their iPad, while 42 per cent said it would replace a Windows PC and 13 per cent said a Kindle Fire.
These statistics indicate that, while small numbers will be buying the iPad mini as a replacement for a 10in iPad, the iPad mini is appealing more to first time tablet buyers.
“The iPad mini creates more demand than it cannibalizes,” Cowen analyst Matthew Hoffman explained. “Since 52 per cent of the mini intenders in our sample did not own a tablet of any type, we see it successfully positioned as likely to penetrate new entry-tier segments.”
“The iPad mini will no doubt take some iPad 4 sales, but its low price also looks like an important tool to capture new consumers’ attention,” Hoffman concluded.”