Description
Web Tablet Survey Ipad Gigaom Post Slide Version
MOBILE
Web Tablet Purchase Intentions: Overall Demand
Overall, most of our survey respondents were noncommittal about buying a web tablet in 2010, with 52% saying they may buy a tablet and 30% indicating they most likely will not buy one.
Just 12% were certain they would buy a web tablet in 2010, while 6% said there was no way they would buy a web tablet.
N=999
No way, 6% Most likely will not buy a web tablet, 30% May buy a web tablet, 52% Will definitely buy, 12%
“Would you consider buying a web tablet in 2010?”
PRO.GIGAOM.COM
© Giga Omni Media | January 2010
1
MOBILE
Feature Ranking
Good Internet/web access is an absolute must-have, with an overwhelming share of respondents (98%) saying it was important or very important. Respondents also ranked e-reader capabilities highly, with 85% saying it was important/very important. This could indicate trouble ahead for Amazon’s Kindle. Apple made the right bet with HD video, as more than three-quarters (77%) of respondents said this feature was important/very important. Only 39% of respondents ranked video games as a must-have, a possible indication that the market is already well served by portable game players and smartphones.
PRO.GIGAOM.COM
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
75% 62% 39%
77%
85%
98%
N=996
“How important are each of the capabilities below if you were looking to purchase a web tablet?”
© Giga Omni Media | January 2010
2
MOBILE
Other Considerations Impacting Purchase Decision
We also asked about a mix of additional product considerations that could influence panelists’ purchase decisions.
98% of our respondents said good connectivity options (Wi-Fi and 3G among others) were critical. 95% of our combined panel indicated cost was very important to their purchase decision.
N=995
100% 80% 60% 40% 78% 79% 83% 86% 90% 90% 95% 98%
20%
0%
9 out of 10 respondents see the cost of mobile broadband as important, indicating that the additional cost of service could impact the decision making process of potential iPad customers.
PRO.GIGAOM.COM
“What other considerations would be important to you when considering a purchase of web tablet?”
© Giga Omni Media | January 2010
3
MOBILE
Platform Ranking: Apple vs. Mobile Enthusiast
Breaking things down by Apple vs. mobile enthusiasts is slightly more revealing and shows that Apple isn’t a lock outside of its core audience.
Apple enthusiasts will not consider any other platform. General mobile enthusiasts, on the other hand, were almost as likely to choose Windows (7, Vista or XP) as Apple, and 1 out of 5 said they would prefer Android Windows Mobile has very little support from either Apple enthusiasts or general mobile enthusiasts.
PRO.GIGAOM.COM
Microsoft Windows Mobile Other Linux variant (Non-Android) Android Windows (XP, Vista or 7) Apple
3.2% 0% 1.2% 0% 5.5% 1% 2% 1% 20.1% Mobile Enthusiast Apple Enthusiast
33.4% 36.6%
95%
0%
20% 40% 60% 80% 100%
N=996
“Which platform would you most likely consider when purchasing a web tablet”?
© Giga Omni Media | January 2010
4
MOBILE
For Access to the Full Web Tablet Report, Go to GigaOM Pro:
http://pro.gigaom.com/2010/02/web-tablet-survey-apples-ipadhits-right-notes/
PRO.GIGAOM.COM
© Giga Omni Media | January 2010
5
doc_379562024.ppt
Web Tablet Survey Ipad Gigaom Post Slide Version
MOBILE
Web Tablet Purchase Intentions: Overall Demand
Overall, most of our survey respondents were noncommittal about buying a web tablet in 2010, with 52% saying they may buy a tablet and 30% indicating they most likely will not buy one.
Just 12% were certain they would buy a web tablet in 2010, while 6% said there was no way they would buy a web tablet.
N=999
No way, 6% Most likely will not buy a web tablet, 30% May buy a web tablet, 52% Will definitely buy, 12%
“Would you consider buying a web tablet in 2010?”
PRO.GIGAOM.COM
© Giga Omni Media | January 2010
1
MOBILE
Feature Ranking
Good Internet/web access is an absolute must-have, with an overwhelming share of respondents (98%) saying it was important or very important. Respondents also ranked e-reader capabilities highly, with 85% saying it was important/very important. This could indicate trouble ahead for Amazon’s Kindle. Apple made the right bet with HD video, as more than three-quarters (77%) of respondents said this feature was important/very important. Only 39% of respondents ranked video games as a must-have, a possible indication that the market is already well served by portable game players and smartphones.
PRO.GIGAOM.COM
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
75% 62% 39%
77%
85%
98%
N=996
“How important are each of the capabilities below if you were looking to purchase a web tablet?”
© Giga Omni Media | January 2010
2
MOBILE
Other Considerations Impacting Purchase Decision
We also asked about a mix of additional product considerations that could influence panelists’ purchase decisions.
98% of our respondents said good connectivity options (Wi-Fi and 3G among others) were critical. 95% of our combined panel indicated cost was very important to their purchase decision.
N=995
100% 80% 60% 40% 78% 79% 83% 86% 90% 90% 95% 98%
20%
0%
9 out of 10 respondents see the cost of mobile broadband as important, indicating that the additional cost of service could impact the decision making process of potential iPad customers.
PRO.GIGAOM.COM
“What other considerations would be important to you when considering a purchase of web tablet?”
© Giga Omni Media | January 2010
3
MOBILE
Platform Ranking: Apple vs. Mobile Enthusiast
Breaking things down by Apple vs. mobile enthusiasts is slightly more revealing and shows that Apple isn’t a lock outside of its core audience.
Apple enthusiasts will not consider any other platform. General mobile enthusiasts, on the other hand, were almost as likely to choose Windows (7, Vista or XP) as Apple, and 1 out of 5 said they would prefer Android Windows Mobile has very little support from either Apple enthusiasts or general mobile enthusiasts.
PRO.GIGAOM.COM
Microsoft Windows Mobile Other Linux variant (Non-Android) Android Windows (XP, Vista or 7) Apple
3.2% 0% 1.2% 0% 5.5% 1% 2% 1% 20.1% Mobile Enthusiast Apple Enthusiast
33.4% 36.6%
95%
0%
20% 40% 60% 80% 100%
N=996
“Which platform would you most likely consider when purchasing a web tablet”?
© Giga Omni Media | January 2010
4
MOBILE
For Access to the Full Web Tablet Report, Go to GigaOM Pro:
http://pro.gigaom.com/2010/02/web-tablet-survey-apples-ipadhits-right-notes/
PRO.GIGAOM.COM
© Giga Omni Media | January 2010
5
doc_379562024.ppt