iPad Owners Upgrading to the Latest Model

by | 2 minute read

A sur­vey com­mis­sioned by Kens­ing­ton — man­u­fac­tur­er of a wide range of Apple-certified prod­ucts, includ­ing iPhone and iPad acces­sories — sug­gests that Apple is like­ly to enjoy a pos­i­tive recep­tion as the new iPad Air 2 reach­es stores.

Kensington's sur­vey of over 1,000 cus­tomers asked respon­dents "what is most like­ly to dri­ve you to replace your cur­rent iPad". Rough­ly 17% said they want­ed a new proces­sor while 8% said they were wait­ing to own a big­ger iPad. Both fea­tures have been wide­ly rumored for upcom­ing iPad mod­els, the lat­ter rein­forced by the release of the iPhone 6 Plus in Sep­tem­ber. Improve­ments to the screen and cam­era were desired by 5% and 2%, respec­tive­ly. A large share of the remain­ing respon­dents (28%) stat­ed that "the desire to own the lat­est iPad" would fuel their inten­tion to replace their cur­rent mod­el.

Approx­i­mate­ly 11% were sim­ply look­ing for the right oppor­tu­ni­ty to gift an old tablet in favor of acquir­ing the new one. In fact, 73% of peo­ple intend­ing to upgrade are prepar­ing to gift their cur­rent iPad after they get their new tablet.

"While at first glance the research sug­gests that the major­i­ty of exist­ing iPad own­ers will upgrade for minor rea­sons, what we're actu­al­ly see­ing is a grow­ing num­ber of con­sumers who desire to become a multi-device house­hold," said Jim Muraka­mi, Glob­al Prod­uct Man­ag­er at Kens­ing­ton. "We expect that those invest­ing in the new iPad mod­el won't just be doing so to ben­e­fit from the new tablet's fea­tures. They also want to free up their old tablet for use by anoth­er fam­i­ly mem­ber, giv­ing them more time on their new pri­ma­ry device."

Indeed, four-fifths of all tablets to be gift­ed were like­ly to stay in the fam­i­ly. Addi­tion­al­ly, 37% of gift­ed tablets were specif­i­cal­ly going to chil­dren.

The iPad enjoys sig­nif­i­cant mar­ket share with 21% of adults say­ing they use these devices for per­son­al activ­i­ties. Audi­enceS­CAN finds these con­sumers are more like­ly than aver­age to be under age 45. iPad users over-index for their inten­tion to spend on accounting/tax ser­vices, stocks, and financial/retirement plan­ning ser­vices in the next year. These audi­ence mem­bers like­ly spend a lot of time online. In the past 30 days, about 40.5% of iPad users took action because of an Inter­net ban­ner ad they saw and 37.5% took action because of a mag­a­zine ad they saw in print, dig­i­tal, mobile or tablet form.

Audi­enceS­CAN data is avail­able as part of a sub­scrip­tion to AdMall for Agen­cies. Media com­pa­nies can access Audi­enceS­CAN data through the Audi­ence Intel­li­gence Reports in AdMall.

Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-owner of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.