In a new survey on e-reader awareness and purchase intent Apple's iPad media tablet has inched ahead of Amazon's Kindle. iPad users, however, see the device as more than just an e-book reader - with strong demand for its web-browsing, email and iPod music and video capabilities.
iPad, iPhone, iPod touch users willing to pay for content
52 percent of iOwners said they were willing or very willing to pay for newspaper and magazine subscriptions specially formatted for e-readers, compared to just 22 percent of non-iOwners.
Similarly, 50 percent of iOwners who also own an e-reader said they had spent at least $60 on e-books in the past three months compared to only 24 percent of non-iOwners.
These findings suggest that those who are already familiar and comfortable with making digital content purchases via iTunes may have a relatively higher receptivity to making similar purchases for the iPad.
Male and female survey participants had nearly identical favourability around the choice of the name "iPad" In the case of both genders, approximately 49 percent had a positive impression of the name, 27 percent were indifferent, and 24 percent had a negative impression.
While ownership of an iPhone or iPod Touch was a strong predictor of those who have already ordered an iPad, it was not a strong predictor of purchase intent. 3 percent of iOwners had already purchased the iPad compared to 1 percent of non-iOwners, but 15 percent of each consumer segment indicated an intention to purchase the device in the next three months.
iOwners had significantly higher awareness of the iPad than non-iOwners, with 84 percent of iOwners having heard of the iPad compared to 61 percent of non-iOwners. 22 percent of iOwners also indicated they had seen an iPad commercial on TV compared to just 12 percent of non-iOwners.
The most important device attributes (top 2 boxes on a 7-point scale) that consumers indicated they would like to have included in the iPad were: ability to use multiple applications/programs at once (43 percent), having a screen the same size as a laptop or desktop computer (37 percent) and having a built-in camera (34 percent). Among iOwners, the percentages were substantially higher at 56, 66 and 51 percent, respectively.
Consumers were asked about whether they would use an iPad "instead of" or "in addition to" other digital devices, and indicated the highest likelihood of substituting for the iPod Touch (37 percent).
Despite widespread belief that the iPad might threaten netbook adoption, only 22 percent of consumers said they would use it instead of the device.
Consumers' existing carrier service appears to be a significant determinant of purchase intent, with 25 percent of US AT&T Wireless customers who are aware of the iPad saying they intend to purchase the device in the next three months compared to just 10 percent of Verizon customers.
34 percent of males indicated they were likely to use the iPad for playing action/strategy/role-playing games compared to 28 percent of females. More than half of 18-24 year olds (53 percent) said they were likely to use the iPad for this form of gaming, 15 percentage points higher than 25-34 year olds, the next highest age segment.
Younger consumers indicated a high willingness to pay for news and magazines specially formatted for e-readers. 68 percent of 25-34 year olds and 59 percent of 35-44 year olds said they were willing to pay for this content, representing substantially higher percentages than people age 45 and older.