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New iPad 3 Features Fail to Impress Consumers in Four Countries

Tablet market continues to see growth thanks to the iPad and despite a lack of any real competition (March 07, 2012)

SAN FRANCISCO, CALIFORNIA -- (Marketwire) -- 03/07/12 -- Apple's announcement of the iPad 3 today marks another milestone for the company's dominance of the tablet market. Despite increasing numbers of competitors entering the market space, Apple iPad 3 ownership and purchase interest has continued to grow, according to a new study from Vision Critical, a leading global technology and research firm.

The study surveyed a representative sample of over 5,000 people across the United States, Canada, Britain and Australia. Part of Apple's ongoing market domination could be attributed to brand awareness. Nearly half of all respondents in the four countries were aware of the imminent launch of the iPad 3.

------------------------------------------------ iPad 3 Release Awareness ------------------------------------------------ US Britain Canada Australia ------------------------------------------------ 44% 42% 49% 53% ------------------------------------------------

Furthermore, the study shows that tablets, and the iPad specifically, have moved beyond early majority and reached all demographics.

-- Females are just as likely to own or be interested in an iPad as males. -- Adults aged 35-to-54 years are almost as likely to own or be interested in an iPad as those aged 18-to-34 years. -- Respondents aged 55 years and older remain less enthusiastic.

Tablet ownership has surpassed netbooks, and as on par with other mobile devices such as e-readers and portable gaming systems.

---------------------------------------------------------------------------- iPad Ownership ---------------------------------------------------------------------------- Total Total (June (March 18-34 35-54 55 and 2011) 2012) Males Females Year Olds Year Olds Older ---------------------------------------------------------------------------- US 4% 6% 5% 7% 7% 5% 3% ---------------------------------------------------------------------------- Britain 3% 6% 7% 5% 9% 6% 3% ---------------------------------------------------------------------------- Canada 4% 8% 8% 7% 7% 10% 5% ---------------------------------------------------------------------------- Australia 8% 15% 15% 16% 19% 17% 10% ---------------------------------------------------------------------------- ---------------------------------------------------------------------------- Definitely or Probably Will Buy an iPad in the Next 3 Months ---------------------------------------------------------------------------- Total Total (June (March 18-34 35-54 55 and 2011) 2012) Males Females Year Olds Year Olds Older ---------------------------------------------------------------------------- US 17% 20% 20% 20% 26% 21% 13% ---------------------------------------------------------------------------- Britain 12% 20% 21% 19% 27% 21% 11% ---------------------------------------------------------------------------- Canada 13% 19% 19% 18% 21% 20% 15% ---------------------------------------------------------------------------- Australia 25% 22% 23% 22% 28% 24% 15% ----------------------------------------------------------------------------

Purchase intent for the iPad 3 is strong in total, with no single outstanding feature among those rumored to be announced driving consumer excitement. Some of the anticipated improvements-such as retina display, increased processing power, and 4G LTE connectivity-do generate some interest, suggesting that while consumers may be intrigued by what incremental enhancements will ultimately be included in the new product release, they are also accustomed to ground-breaking devices and improvements from Apple, so simpler, yet logical and effective changes may seem mundane by comparison.

---------------------------------------------------------------------------- iPad 3 Feature Interest (Extremely/Very Interested) ---------------------------------------------------------------------------- US Britain Canada Australia ---------------------------------------------------------------------------- ---------------------------------------------------------------------------- Quad-core A6 Processor (Increased 43% 38% 40% 51% processing power) ---------------------------------------------------------------------------- Microsoft Office applications (i.e. Word, 41% 42% 44% 61% Excel, PowerPoint) ---------------------------------------------------------------------------- Retina display (higher screen resolution) 41% 34% 40% 49% ---------------------------------------------------------------------------- 4G LTE Connectivity/4G network connectivity 39% 34% 37% 50% ---------------------------------------------------------------------------- 8 megapixel camera (higher photo 39% 34% 37% 47% resolution) ---------------------------------------------------------------------------- Siri (voice recognition and control for a 33% 26% 28% 34% variety of iPad functions) ---------------------------------------------------------------------------- Smaller size option (8 inch screen) 23% 21% 19% 24% ----------------------------------------------------------------------------

One new iPad 3 feature that was rumored, but is now not expected, is a smaller form factor for the tablet. There is in fact very little perceived interest in a smaller version of the iPad, suggesting this may be one of the key differentiators that could protect the iPad from a growing competitive field that includes the Amazon Kindle Fire and the Samsung Galaxy Tab. No single tablet comes close to the iPad in terms of awareness, ownership, and purchase intent, but these newer tablets are likely to be key drivers in the growth of the overall tablet market.

The Amazon Kindle Fire is the strongest contender in the US with nearly four- in-five aware (79%; 59% in Britain, 49% in Canada, 41% in Australia), and purchase intent just behind the iPad (17% of respondents will "definitely" or "probably" buy one). The Samsung Galaxy Tab holds a stronger global presence with more than half of people in all countries aware of its existence (62% US, 66% Britain, 58% Canada, 76% Australia). Based on the recent data, however, the Amazon Kindle Fire may have to prove its worthiness with a smaller screen, but it has a distinct advantage when it comes to price, costing less than half than the least expensive iPad.

Price is remains the key barrier to purchasing an iPad. The iPad currently costs from $500 USD to over $900 USD, making it a significant purchase for most consumers. At this price consumers need to have very specific needs in mind that they will fulfill with the device, but well over half of those not interested in a tablet state they just simply don't know what they would use it for (60% US, 57% Britain, 70% Canada, 67% Australia). General internet browsing is actually the number one reason for interest in owning a tablet, over any specific features, consistent with previous research conducted over the past 2 years by Vision Critical on iPad adoption and usage.


This study was conducted by Vision Critical as a part of an ongoing research series tracking evolving consumer adoption and attitudes towards tablet computers and emerging media consumption. Based on data collected from March 1 to March 4, 2012, the study involved representative samples of 1,001 adults in the US, 2,000 in Britain, 1,002 in Canada, and 1,003 in Australia. The study was run on Vision Critical's Springboard America Panel in the US, Springboard UK Panel in Britain, the Angus Reid Forum in Canada, and with sample partner Nine Rewards in Australia.

About Vision Critical

Vision Critical pairs the world's leading market research specialists with the most innovative software developers, marrying the precision of market research with the speed and power of online technology. Serving over 600 global brands through offices across North America, Europe, Asia and Australia, Vision Critical creates powerful software and research solutions including the world's leading community panel platform. For more information, please visit and follow Vision Critical on Twitter at!/visioncritical.

Vision Critical
Jessica Lubell
Public Relations
[email protected]

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