Tablet Nation?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Mediaweek, 7/19/10

In an age when technological devices can achieve rock-star status, the launch of the iPad managed to attach “mania” to the brand’s name as a popular suffix. (Try a Google search for the ungainly neologism “iPadmania” and you’ll see what I mean.)

But looking beyond the media hype, how do iPad owners and non-owners actually feel about the gadget, and what do their attitudes portend for a broader category of tablet devices? Based on polling of iPad owners and adults in general, a report from YouGov Marketing Insights takes a close look at the matter.

Notwithstanding the torrent of publicity that accompanied the iPad’s launch, it’s not as though everyone and his brother is itching to buy one. Respondents who hadn’t purchased an iPad were asked, “How likely do you think it is that you will buy this product in 2010?” Two percent said “definitely will buy it” and 5 percent “probably will buy it.” Apart from the 14 percent who weren’t sure, this left eight in 10 saying they “probably will not buy it” (32 percent) or “definitely will not buy it” (47 percent). The polling was fielded in mid-May.

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