During their study, researchers have found: the awareness of this Apple’s product is highest among current Apple owners (82%), consumers with $100 000 or greater income (80%) and 18-34 year olds (78%).
Those demographic groups are the ones with the most interest in buying an iPad. Only 18% of all consumers surveyed expressed a real interest in owning an iPad while 27% of 18-34 year olds and 24% of Apple owners said they were extremely or very interested.
The last factor is easy to explain. According to NDP, Apple owners are interested in the iPad is because “it’s an Apple product”, and 37% cited “liking the Apple brand” as a top reason for their interest in the iPad.
As for the 18-34 year olds, they like an iPad’s “multi-touch screen”, to play music and access the internet on the iPad.
Full data could be seen in the
“Apple iPad: Consumers’ Perceptions and Attitudes” report.
The NDP Group survey was conducted in February-March, 2010 among approximately 2 000 consumers age 18 and older from NPD’s online panel.
