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February 8, 2010

Apple iPad fails to impress consumers

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by Darren Allan

Apple’s much vaunted new gadget, the iPad, hasn’t made much of an impression with the American consumer.

This is according to a study by shopping website Retrevo, which polled 1,000 users about the iPad before its launch, and then afterwards.

Perhaps the most telling statistic was that beforehand, 26% of respondents said they had heard of the device, but were not interested in buying it.

After the iPad’s launch, that number doubled: 52% said they were not interested in buying it. That’s a big leap, and yes, it’s over a relatively small sample, but still a worrying development for Apple.

Post launch event, only 9% of people said they wanted to buy one – which admittedly was up from 3% beforehand, but it’s a small percentage either way.

Retrevo also asked: “From what you’ve heard about the tablet, do you think you need one?”

41% of respondents said no before the iPad’s launch, and 61% said no afterwards. Only 5% said yes (which was up from 3% beforehand).

When quizzed about whether they’d buy the more expensive 3G model, 59% of consumers said no, they wouldn’t want to pay extra for that. 29% said maybe, and only 12% came back with a definite yes.

It’s a pretty gloomy poll for Apple, but Retrevo makes a point of noting that the apps available for the tablet will be crucial in its selling power.

Retrevo commented: “It’s the apps that sell smartphones like the iPhone and it could very well be those same apps that motivate buyers to run down to the Apple Store and get in line to buy a shiny new iPad.”

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