New iPad features fail to wow consumers: survey

Intent to purchase Apple’s latest iteration of the iPad continues to grow but consumers appear to be underwhelmed by the features of the iPad 3, according to a new study from global technology and research firm Vision Critical.

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, Vision Critical said.

But there is “no single outstanding feature among those rumored to be announced driving consumer excitement,”the firm said.

The 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.

Findings were based on data collected from March 1 to March 4.

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.

Anticipated incremental improvements-such as retina display, increased processing power, and 4G LTE connectivity-do generate some interest, Vision Critical said, but consumers “are also accustomed to ground-breaking devices and improvements from Apple, so simpler, yet logical and effective changes may seem mundane by comparison.”

The research firm also said there appears to be little interest in the rumoured smaller form factor of the tablet although a smaller form factor may be a differentiating factor for the Apple tablet.

The Amazon Kindle Fire is the strongest contender in the US with nearly four- in-five aware (79 per cent; 59 per cent in Britain, 49 per cent in Canada, 41 per cent in Australia), and purchase intent just behind the iPad (17 per cent 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 per cent US, 66 per cent Britain, 58 per cent Canada, 76 per cent Australia), Vision Critical said.

Definitely or Probably Will Buy an iPad in the Next 3 Months

 

Total
(June
2011)

Total
(March
2012)

Males

Females

18-34
Year Olds

35-54
Year Olds

55 and
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%

 Price 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, said Vison Critical.

 

iPad 3 Feature Interest [Extremely/Very Interested]

 

US

Britain

Canada

Australia

 

 

 

 

 

Quad-core A6 Processor (Increased processing power)

43%

38%

40%

51%

Microsoft Office applications (i.e. Word, Excel, PowerPoint)

41%

42%

44%

61%

Retina display (higher screen resolution)

41%

34%

40%

49%

4G LTE Connectivity/4G network connectivity

39%

34%

37%

50%

8 megapixel camera (higher photo resolution)

39%

34%

37%

47%

Siri (voice recognition and control for a variety of iPad functions)

33%

26%

28%

34%

Smaller size option (8 inch screen)

23%

21%

19%

 

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