Study: Apple’s iPad Hysteria Fizzles

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More consumers wanted to buy the product before they knew what it was than after.


Feb. 09, 2010 — by .(JavaScript must be enabled to view this email address)

The popularity of Apple’s iPad may have peaked as CEO Steve Jobs was making the much-hyped product introduction on January 27, 2010.

The number of consumers interested in buying an iPad fell 50 percent after January 27, according to study by Retrevo.

Between January 16 and January 20, 26 percent of surveyed consumers said they have heard of the iPad but are not interested in buying one. Between January 27 and February 3, that figure grew to 52 percent.

During the pre-introduction period, 49 percent said they don’t need an iPad. After the introduction, however, that number grew to 61 percent.

A major deterrent for surveyed consumers appears to be the price of 3G-enabled iPads. Apple will release three Wi-Fi models ranging from $499 to $699 and three same-sized 3G models ranging from $629 to $829.

Don’t Press Panic Button

Even Retrevo says that these findings should be taken with a grain of salt. There is bound to be a letdown after so much media-generated hype surrounding the product introduction.

Besides, how are consumers supposed to decide if they want or don’t want something prior to its introduction?

The good news for Apple is that even after its introduction, 30 percent of consumers either want to buy an Apple iPad or are interested in buying one. That’s a significant chunk of potential buyers.

As custom electronics professionals aim to figure out how Apple’s iPad will impact home automation, Retrevo’s findings don’t seem all that significant. Let’s face it: their clients aren’t the same ones who are balking at paying the extra $130 for access to the 3G network.

Still, Retrevo’s Apple iPad consumer interest findings are worth a look.



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