InMobi (http://www.inmobi.com), an independent mobile ad network, has announced the results of its custom iPad-focused study, “iPad 3 and the Mobile Market.” The InMobi announcement acts as a forecast for the March 7 media event Apple is holding.
Commenting on the study, Anne Frisbie, vice president and managing director, North America, InMobi, says: “Nearly one-third of respondents are planning to buy the iPad 3, and 44% would only consider the iPad if purchasing a tablet. Interestingly, 65% of those who intend to buy an iPad 3 would consider buying an iPad or iPad 2 at a reduced price instead,indicating that whether or not consumers purchase an iPad 3 versus an older model, the excitement around the iPad 3 release will likely increase iPad penetration in the tablet market.”
Key highlights from the study include:
° Twenty-nine percent of respondents are planning to buy the iPad 3.
° Fifty-four percent of those who are planning to buy the iPad 3 do not already own a tablet.
° Sixty-five percent of those who intend to buy an iPad 3 would also consider buying an iPad or iPad 2 at a reduced price instead.
° Fifty percent of those surveyed who intend to buy the iPad 3 are willing to pay over $500. If the iPad 3 is over $599, however, 57% of those surveyed would opt for an older model instead.
° Forty-four percent of respondents would not consider another tablet brand instead of the iPad. Amongst those who would consider other brands, however, the Samsung Galaxy took second place, with 27% of respondents saying they would consider buying it. 14% said they would consider a Kindle.
° The features respondents are most looking forward to are faster processor speed (57%), followed by better battery life (47%), a higher-quality screen (46%), and 4G connectivity (43%).
° Fifty-one percent of respondents would purchase the iPad 3 for entertainment over business or education.
“In terms of the impact of the iPad 3 on the mobile industry as a whole, we definitely see consumer adoption of tablets contributing to increased mobile media consumption, as our recent Mobile Media Consumption Study shows that North American mobile consumers are already spending more time on mobile devices versus TVs or PCs,” Frisbie says.
InMobi conducted the on-device survey among 689 US mobile users. The survey was distributed on InMobi’s mobile advertising network and the data is representative of all major platforms in the US market, including iOS and Android.