Market research company The NPD Group has released a new report, Apple iPad: Consumers’ Perceptions and Attitudes, that found the consumers most interested in buying an iPad are 18-34 year olds (78 percent) with $100,000 or greater income (80 percent).
More from the report:
Those demographic groups are the ones with the most interest in buying an iPad. Only 18 percent of all consumers surveyed expressed a real interest in owning an iPad while 27 percent of 18-34 year olds and 24 percent of Apple owners said they were extremely or very interested.
One of the main reasons Apple owners are interested in the iPad is because it’s an Apple product. Thirty-seven percent cited “liking the Apple brand” as a top reason for their interest in the iPad. That tied with “multi-touch screen”, which was also the number one reason driving interest among 18-34 year olds. The 18-34 year old consumer is also the most likely to play music and access the internet on the iPad.
“The most interested potential iPad customers see it primarily as a music device, or for its internet access capabilities,” said Stephen Baker, vice president of industry analysis at NPD. “Considering what people are planning to use the iPad for, it’s not hard to understand why people who have these capabilities on other devices, such as the iPod Touch or a notebook/netbook, may not want to spend $500 or more on a similar device. This points to the need for Apple to close the content deals that focus the iPad on what is likely to be its best long-range value proposition around high quality media consumption.”