AskVC: How likely are you to purchase the iPad3?

AskVC: How likely are you to purchase the iPad3?AskVC is a free service. Questions shouted out on Twitter, using the #AskVC hashtag, are reviewed and the

winners asked as part of Vision Critical’s UK omnibus.

This survey was conducted 20th February, 2012, with a base just over 2,000 people. If you’d like to know

more about Vision Critical’s omnibus or online field services please contact [email protected].

This week’s AskVC question required respondents to answer questions on ownership of a range of electronic devices and then their intention to purchase an iPad3.

Key highlights from the survey include:

• Ownership levels of Apple iPhones (13%) and iPads (7%) are lower than for other devices. Ownership levels for Android smartphones (19%) and other smartphones (14%) are higher than anything made by Apple.

• Less than one in five (17%) would probably or definitely buy an iPad3. The vast majority (83%) would probably not or definitely not purchase one at the present time.

• Future purchase intention is low among current Apple owners. Of those who currently own an iPad or an iPhone, less than four in ten (37%) stated they would probably or definitely buy an iPad3 when asked.

Ownership of devices and likelihood to purchase an iPad3

Base: all respondents (2,025)Q. Which of the following do you currently own?

Base = 2014 respondents

Ownership levels for iPhones and iPads are beaten by those of Android and other smartphones

2-3 times a month 25%

44%

4%

7%

10%

13%

14%

19%

None of the above

Other tablet (Samsung, Sony, etc.)

iPad

BlackBerry smartphone

iPhone

Other smartphone

Android smartphone

Those aged 18-34 are most likely to own devices in general

18-34

Most likely to own a device generally. Own Android smartphones and iPhones

35-54

Android smartphones are the most owned device in this group

55+

Most likely to not own a device at all

Base: all respondents (2,025)Q. Which of the following do you currently own?

19%

29%

21%

10%

Total

18-34

35-54

55+

Android ownership

7%

10%

8%

5%

Total

18-34

35-54

55+

iPad ownership

13%

24%

12%

5%

Total

18-34

35-54

55+

iPhone ownership

Base: all respondents (2,025)Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?


Over four in five (83%) state they would probably or definitely not buy an iPad3


45%

38%

13%

3%

Definitely would not buy

Probably would not buy

Probably would buy

Definitely would buy

17%

83%

Base: Total (2,025), 18-34 (568), 35-54 (724), 55+ (733)Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?


Over seven in ten (73%) of the 18-34 age group, who are most likely to own a device, would not buy an iPad3 currently


3%

6%

3%

1%

13%

22%

14%

6%

38%

39%

39%

37%

45%

34%

44%

56%

Total

18-34

35-54

55+

Definitely would buy Probably would buy

Probably would not buy Definitely would not buy

Base: iPhone owners (274), iPad owner (157), iPad/iPhone owners (367)Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?


Around four in ten Apple owners would definitely or probably buy an iPad3

2-3 times a month 25% 9%

14%

9%

30%

28%

28%

43%

38%

42%

18%

21%

21%

Current iPhone owners

Current iPad owners

Current iPhone/iPad

owners

Definitely would buy Probably would buy

Probably would not buy Definitely would not buy

Appendix

Data Tables

Q. Which of the following do you currently own?

Total

Gender Age Social Grade

Male Female 18-34 35-54 55+ ABC1 C2DE

BASE: All Respondents 2025 981 1044 570 730 724 1034 991

BASE: UNWEIGHTED 2025 1011 1014 568 724 733 1020 1005

Android smartphone 19% 21% 17% 29% 21% 10% 19% 20%

Other smartphone 14% 14% 14% 15% 14% 12% 13% 15%

iPhone 13% 14% 12% 24% 12% 5% 15% 10%

BlackBerry smartphone 10% 12% 9% 15% 12% 5% 11% 10%

iPad 7% 9% 6% 10% 8% 5% 9% 5%

Other tablet 4% 5% 3% 5% 4% 3% 5% 3%

None of the above 44% 40% 48% 21% 42% 65% 41% 47%

Total

Region

LondonRest of South

Midlands/ Wales North Scotland

BASE: All Respondents 2025 257 653 435 500 180

BASE: UNWEIGHTED 2025 271 623 429 528 174

Android smartphone 19% 18% 17% 23% 19% 22%

Other smartphone 14% 13% 16% 12% 13% 13%

iPhone13% 18% 12% 13% 11% 12%

BlackBerry smartphone 10% 15% 11% 8% 10% 9%

iPad7% 10% 5% 8% 8% 6%

Other tablet 4% 3% 4% 4% 5% 2%

None of the above44% 38% 46% 46% 44% 44%

Q. Which of the following do you currently own?

Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?

Total

Gender Age Social Grade

Male Female 18-34 35-54 55+ ABC1 C2DE

BASE: All Respondents2025 981 1044 570 730 724 1034 991

BASE: UNWEIGHTED2025 1011 1014 568 724 733 1020 1005

Definitely would buy3% 4% 3% 6% 3% 1% 3% 3%

Probably would buy13% 16% 11% 22% 14% 6% 15% 12%

Probably would not buy38% 38% 38% 39% 39% 37% 38% 38%

Definitely would not buy45% 43% 48% 34% 44% 56% 43% 47%


Total

Region

LondonRest of South

Midlands Wales North Scotland

BASE: All Respondents2025 257 653 435 500 180

BASE: UNWEIGHTED2025 271 623 429 528 174

Definitely would buy3% 5% 1% 4% 4% 2%

Probably would buy13% 20% 12% 14% 12% 11%

Probably would not buy38% 35% 39% 36% 38% 41%

Definitely would not buy45% 41% 47% 45% 46% 46%


Total

Currently own

iPhoneBlackBerry

smartphoneAndroid

smartphoneOther

smartphone iPadOther tablet

None of the above

iPad/iPhone owners

BASE: All Respondents 2025 256 211 392 279 147 81 896 347

BASE: UNWEIGHTED 2025 274 207 388 274 157 80 895 367

Definitely would buy 3% 9% 5% 5% 4% 14% 7% 1% 9%

Probably would buy 13% 30% 22% 18% 15% 28% 15% 5% 28%

Probably would not buy 38% 43% 38% 41% 38% 38% 34% 35% 42%

Definitely would not buy 45% 18% 34% 35% 43% 21% 44% 59% 21%

Education

AskVC: How likely are you to purchase the iPad3?