1. AskVC:
How likely are you to purchase the iPad3?
AskVC is a free service. Questions shouted out on Twitter, using the #AskVC hashtag, are reviewed and the
winners asked as part of Vision Critical’s UK omnibus.
This survey was conducted 20th February, 2012, with a base just over 2,000 people. If you’d like to know
more about Vision Critical’s omnibus or online field services please contact will.cooper@visioncritical.com.
2. Ownership of devices and likelihood to purchase an iPad3
This week’s AskVC question required respondents to answer questions on
ownership of a range of electronic devices and then their intention to
purchase an iPad3.
Key highlights from the survey include:
• Ownership levels of Apple iPhones (13%) and iPads (7%) are lower than
for other devices. Ownership levels for Android smartphones (19%) and
other smartphones (14%) are higher than anything made by Apple.
• Less than one in five (17%) would probably or definitely buy an iPad3.
The vast majority (83%) would probably not or definitely not purchase
one at the present time.
• Future purchase intention is low among current Apple owners. Of
those who currently own an iPad or an iPhone, less than four in ten
(37%) stated they would probably or definitely buy an iPad3 when asked.
3. Ownership levels for iPhones and iPads are beaten by those of
Android and other smartphones
Android smartphone 19%
Other smartphone 14%
iPhone 13%
BlackBerry smartphone 10%
2-3 times a
month 25% iPad 7%
Other tablet (Samsung, Sony, etc.) 4%
None of the above 44%
Base = 2014 respondents
Base: all respondents (2,025)
Q. Which of the following do you currently own?
4. Those aged 18-34 are most likely to own devices in general
18-34 Android ownership
Most likely to own a
device generally. 55+ 10%
Own Android 35-54 21%
smartphones and
18-34 29%
iPhones
Total 19%
iPhone ownership
35-54
55+ 5%
Android smartphones 35-54 12%
are the most owned
18-34 24%
device in this group
Total 13%
iPad ownership
55+
55+ 5%
Most likely to not 35-54 8%
own a device at all 18-34 10%
Total 7%
Base: all respondents (2,025)
Q. Which of the following do you currently own?
5. Over four in five (83%) state they would probably or
definitely not buy an iPad3
Definitely would buy 3%
17%
Probably would buy 13%
2-3 times a
Probably would not buy 38%
month 25%
83%
Definitely would not buy 45%
Base = 2014 respondents
Base: all respondents (2,025)
Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?
6. Over seven in ten (73%) of the 18-34 age group, who are most
likely to own a device, would not buy an iPad3 currently
55+ 1%
6% 37% 56%
35-54 3% 14% 39% 44%
18-34 6% 22% 39% 34%
2-3 times a
month 25%
Total 3% 13% 38% 45%
Definitely would buy Probably would buy
Base = 2014 respondents Probably would not buy Definitely would not buy
Base: Total (2,025), 18-34 (568), 35-54 (724), 55+ (733)
Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?
7. Around four in ten Apple owners would definitely or
probably buy an iPad3
Current
iPhone/iPad 9% 28% 42% 21%
owners
Current iPad
14% 28% 38% 21%
owners
2-3 times a
Current
monthiPhone
25% 9% 30% 43% 18%
owners
Definitely would buy Probably would buy
Base = 2014 respondents Probably would not buy Definitely would not buy
Base: iPhone owners (274), iPad owner (157), iPad/iPhone owners (367)
Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?
9. Gender Age Social Grade
Total Male Female 18-34 35-54 55+ ABC1 C2DE
BASE: All
Respondents 2025 981 1044 570 730 724 1034 991
BASE:
UNWEIGHTED 2025 1011 1014 568 724 733 1020 1005
Android
smartphone 19% 21% 17% 29% 21% 10% 19% 20%
Other
smartphone 14% 14% 14% 15% 14% 12% 13% 15%
iPhone 13% 14% 12% 24% 12% 5% 15% 10%
BlackBerry
smartphone 10% 12% 9% 15% 12% 5% 11% 10%
iPad 7% 9% 6% 10% 8% 5% 9% 5%
Other tablet 4% 5% 3% 5% 4% 3% 5% 3%
None of the above 44% 40% 48% 21% 42% 65% 41% 47%
Q. Which of the following do you currently own?
10. Region
Rest of Midlands/
Total London South Wales North Scotland
BASE: All
Respondents 2025 257 653 435 500 180
BASE:
UNWEIGHTED 2025 271 623 429 528 174
Android
smartphone 19% 18% 17% 23% 19% 22%
Other
smartphone 14% 13% 16% 12% 13% 13%
iPhone
13% 18% 12% 13% 11% 12%
BlackBerry
smartphone 10% 15% 11% 8% 10% 9%
iPad
7% 10% 5% 8% 8% 6%
Other tablet 4% 3% 4% 4% 5% 2%
None of the above
44% 38% 46% 46% 44% 44%
Q. Which of the following do you currently own?
11. Gender Age Social Grade
Total Male Female 18-34 35-54 55+ ABC1 C2DE
BASE: All Respondents
2025 981 1044 570 730 724 1034 991
BASE: UNWEIGHTED
2025 1011 1014 568 724 733 1020 1005
Definitely would buy
3% 4% 3% 6% 3% 1% 3% 3%
Probably would buy
13% 16% 11% 22% 14% 6% 15% 12%
Probably would not buy
38% 38% 38% 39% 39% 37% 38% 38%
Definitely would not buy
45% 43% 48% 34% 44% 56% 43% 47%
Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?
12. Region
Rest of Midlands
Total London South Wales North Scotland
BASE: All Respondents
2025 257 653 435 500 180
BASE: UNWEIGHTED
2025 271 623 429 528 174
Definitely would buy
3% 5% 1% 4% 4% 2%
Probably would buy
13% 20% 12% 14% 12% 11%
Probably would not buy
38% 35% 39% 36% 38% 41%
Definitely would not buy
45% 41% 47% 45% 46% 46%
Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?
13. Currently own
BlackBerry Android Other Other None of iPad/iPhone
Total iPhone smartphone smartphone smartphone iPad tablet the above owners
BASE: All
Respondents 2025 256 211 392 279 147 81 896 347
BASE:
UNWEIGHTED 2025 274 207 388 274 157 80 895 367
Definitely would
buy 3% 9% 5% 5% 4% 14% 7% 1% 9%
Probably would
buy 13% 30% 22% 18% 15% 28% 15% 5% 28%
Probably would
not buy 38% 43% 38% 41% 38% 38% 34% 35% 42%
Definitely would
not buy 45% 18% 34% 35% 43% 21% 44% 59% 21%
Q. Rumour has it that the iPad3’s launch date is coming up. How likely are you to purchase it?