iPad Owners Upgrading to the Latest Model

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.