Survey Investigates How The iPad Mini Is Stealing Users
Back before Apple launched the iPad mini, we spent some time speculating about the price point at which the tablet would launch, and what effect that decision would have on sales of Apple’s other products. Specifically, we wondered how the iPad mini might eat into full-size iPad sales, and as the new budget option in Apple’s lineup, what it might do to iPod touch sales. While we still don’t have a complete grasp on the situation, a new survey attempts to answer a few questions along this line, and the results are somewhat surprising.
The survey, conducted by Cowen and Company, firstly shows that the majority of customers intending to buy an iPad mini aren’t doing so to outright replace another device. Now, that’s not exactly what we were wondering about, as it doesn’t address whether or not they’d be buying another Apple product if the iPad mini simply didn’t exist at all, but it’s still quite interesting to consider.
Of those survey participants who are getting an iPad mini to replace another gadget, the majority seem to see it as a replacement to their laptop, followed-up by users seeking to get something more petite than the full-size iPad they already had.
To be fair, the sample size we’re talking about here isn’t exactly huge, limiting the value of this data. Of the 1,225 people who participated, only 147 planned to get an iPad mini at all, so the 16.6% of those who represent the group using the iPad mini to replace another device only amount to 24 people, total. Obviously, we’d need a much larger group to draw any meaningful conclusions, but this is an interesting starting point.