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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.
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.
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?
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?
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?
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?
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?
Appendix

Data Tables
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?
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?
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?
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?
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?

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AskVC: How likely are you to purchase the iPad3?

  • 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?