Feeds

Brit consumers shun the iPad - for now

What's it for?

Mobile application security vulnerability report

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. ®

Boost IT visibility and business value

More from The Register

next story
Report: American tech firms charge Britons a thumping nationality tax
Without representation, too. Time for a Boston (Lincs) Macbook Party?
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Apple gets patent for WRIST-PUTER: iTime for a smartwatch
It does everything a smartwatch should do ... but Apple owns it
For Lenovo US, 8-inch Windows tablets are DEAD – long live 8-inch Windows tablets
Reports it's killing off smaller slabs are greatly exaggerated
Cheer up, Nokia fans. It can start making mobes again in 18 months
The real winner of the Nokia sale is *drumroll* ... Nokia
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
Seventh-gen SPARC silicon will accelerate Oracle databases
Uncle Larry's mutually-optimised stack to become clearer in August
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.