If you already own an Apple product, are between the ages of 18 and 34, or make more than $100,000 a year, you’re likely to know about and have a strong awareness of the iPad, according to consumer data released by the NPD Group.
Of course, being aware and actually purchasing the thing are different. The report found only 18% of all consumers had a real interest in buying an iPad, while 27% of those 18-34 year old wanted it. Overall, those surveyed seemed to like the device but didn’t see a clear-cut advantage over notebooks, netbooks and some high-end smartphones. For example, the majority of 18-34 year olds and a plurality Apple owners said they wouldn’t buy the tablet because they would rather use a netbook or notebook instead. Overall, 66% of all consumers surveyed said they don’t foresee an iPad purchase in their future.
“The most interested potential iPad customers see it primarily as a music device, or for its Internet access capabilities,” said Stephen Baker, VP at NPD, in a prepared statement. “Considering what people are planning to use the iPad for, it’s not hard to understand why people who have these capabilities on other devices, such as the iPod Touch or a notebook/netbook, may not want to spend $500 or more on a similar device.”
Baker said this means Apple may need to strike more content deals to accentuate the belief that Apple’s tablet will be a high-quality media consumption device. It’s an interesting report because I don’t think the Jobsnote and ads do significantly create the need for a third device like the iPad. With that said, the device has already sold out of pre-order units and I get the feeling sales will accelerate once you can take it for a test drive in Apple stores. I know I’m waiting to get a better run at it before I plunk down my duckets.
Keep it locked here for the latest iPad news and we’ll be live-blogging the launch Saturday from Palo Alto, Calif.
[Via NPD]