iPad Survey shows impressive pre-sales results

ChangeWave Research, based in Rockville, Maryland, is an independent research boutique who attempt to identify and quantify “change” in, amongst other things, consumer spending behavior. So when they announced their findings on the pre-sales popularity of the iPad and how the market might look in 3 months time, we took note.

The first finding that was slightly odd was that there are now less people that would rate themselves as ‘Somewhat likely’, to purchase an iPad, than there were prior to its grand unveiling in January. ChangeWave however think that this could have been predicted as short of delivering a perfect device or announcing the device would be free (as requested by a french facebook group), it would be impossible to meet everyone’s requirements.

So what does the survey really say, firstly we are told that the iPad is more popular prior to launch than the iPhone, a 13% segment of those surveyed over a 9% segment at the same time prior to the iPhones launch, quite an impressive headstart for the iPad compared to its baby brother, and no doubt a success Apple would be more than happy to repeat.

Secondly, when those in the survey selection who already own eReaders, where asked whether they would still have bought their current device over an iPad, had it been available when they made their initial purchase, only 45% said they’d make the same choice again, with 30% being unsure and the remaining 25% saying they would have ‘definitely’ have purchased the iPad in place of their current device.

Thirdly, when the iPad eventually reaches market there are many competitors already in the eReader business, however, within 90 days of the iPad’s launch Apple’s predicted market share sits at an incredible 40% (compared to Amazon’s predicted 28%, Barnes & Noble’s 6% and Sony’s 1%). Not bad for a first shot at creating an eReader.

Finally, when asked which three features they where most looking forward to on the iPad, a huge 68% of respondents said ’surfing the internet’ when choosing from a list of ’surfing the internet’, ‘checking email’, ‘reading eBooks’, ‘reading newspapers etc’ and ‘watching video’. Whilst nearly the same number chose ‘reading eBooks’ and ‘reading newspapers etc’ combined, proving the iPad really is more than just an eReader.

When asked, 68% of respondents said surfing the web was the feature they most looked forward to

There is one downside to the popularity of the iPad for the Cupertino based company with a quarter of interested respondents admitting that they had put the purchase of another Apple product on hold in order to purchase the iPad, the biggest effect being felt by the iPhone.

We’ll have to wait and see if the iPad can live up to expectations, however as with many of Apple’s first generation products, it may leave something to be desired, but will, no doubt, be a common sight around cities and towns by the time the 2nd generation is released.

Read the full study at ChangeWave: Huge Wave of Apple iPad Demand