Feeds

Brit consumers shun the iPad - for now

What's it for?

Secure remote control for conventional and virtual desktops

The iPad won't be mass market in the UK, according to a market research firm which took to the streets to see what British consumers think about Apple's tablet.

Then comes its qualifier - "at least not yet".

Researcher Simpson Carpenter teed up four qualitative groups with an iPad. Participants admired the iPad's "cool", but few could justify parting with at least £500 for one.

As a standalone purchase it "occupies too much territory already covered by smartphones, PCs, laptops and traditional media".

Nothing Reg Hardware readers didn't know already, then.

Let's not forget the "impulsive minority will simply have to have it. For them, it's not about function, compatibility or improvement but about raw appeal, it's sheer magic. Typical of these consumers was this response It's just fantastic. I don't need it, but it's wonderful and I want it.

Simpson Carpenter's discussion highlighted two clear consumer reactions: "Initial excitement followed by ultimate rejection (the mainstream) or sustained interest built on emotional or functional benefits (the minority)."

So basically, most consumers struggle to see what the iPad is for:

It's for business people presenting and taking work home; it's for students to replace hard copy textbooks and materials; it's for commuters to use instead of spreading their arms with a broadsheet newspaper; but it's not for me and it doesn't have a clear role in normal life.

The comments below are typical of the responses gleaned by Simpson Carpenter:

  • Everything it does I can do on my PC or my phone right now; I just don't need another thing.
  • It's just a big iPod Touch ... a big iPhone without the phone. Or the camera.

Perhaps this is because the iPad is not intended as a primary computing device but as a great way of consuming media. And it is very early days for tablets.

Today British consumers are in the dark. They will get the point when they see iPads and other tablets and e-book readers at work and play - bought by the impulsive minority, the tech savvy and the wealthy. And when the prices come down, as they surely will.

Then they can shun the iPad from a position of knowledge, rather than ignorance. ®

Beginner's guide to SSL certificates

More from The Register

next story
Xperia Z3: Crikey, Sony – ANOTHER flagship phondleslab?
The Fourth Amendment... and it IS better
Don't wait for that big iPad, order a NEXUS 9 instead, industry little bird says
Google said to debut next big slab, Android L ahead of Apple event
Microsoft to enter the STRUGGLE of the HUMAN WRIST
It's not just a thumb war, it's total digit war
Ex-US Navy fighter pilot MIT prof: Drones beat humans - I should know
'Missy' Cummings on UAVs, smartcars and dying from boredom
Netscape Navigator - the browser that started it all - turns 20
It was 20 years ago today, Marc Andreeesen taught the band to play
A drone of one's own: Reg buyers' guide for UAV fanciers
Hardware: Check. Software: Huh? Licence: Licence...?
The Apple launch AS IT HAPPENED: Totally SERIOUS coverage, not for haters
Fandroids, Windows Phone fringe-oids – you wouldn't understand
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.