The media may love the iPad, but what do consumers think? Mike Stevens, director of the Telecoms, Media and Technology team at market research firm Simpson Carpenter, wanted to cut through the pre-launch hype to find out. Four qualitative focus groups with a bunch of real people and an iPad later and the verdict is out: it’s unlikely to go mass market – at least not yet.
The consumers who saw the iPad admired its cool, but they weren’t able to find enough rational argument to justify taking the plunge and parting with at least £500 for one. As a standalone purchase, it occupies too much territory already covered by smartphones, PCs, laptops and traditional media.
After months of anticipation, and in light of Apple’s reputation for producing game-changing innovations, consumers were expecting a revolution. But the verdict of the focus group research was that what they got was incremental change, and for most that’s just not enough. So the conclusion is that the iPad doesn’t appear to have a compelling role for the UK mainstream.
Simpson Carpenter’s discussions with consumers highlighted two clear reactions: initial excitement followed by ultimate rejection (the mainstream) or sustained interest built on emotional or functional benefits (the minority).
But once over the initial excitement, the majority of mainstream consumers struggle to see what it offers beyond incremental improvements. It’s for business people presenting and taking work home; it’s for students to replace hard copy textbooks and materials; it’s for commuters to use instead of spreading their arms with a broadsheet newspaper; but it’s not ‘for me’ and it doesn’t have a clear role in normal life. Here are some of the comments that came out of the focus groups:
“Everything it does I can do on my PC or my phone right now; I just don’t need another thing.”
“It’s just a big iPod Touch … a big iPhone without the phone. Or the camera.”
Mike Stevens, director of the Telecoms Media and Technology team at Simpson Carpenter, who ran the research, concludes: “When the iPhone was launched, it revolutionised an existing category that people understood. The iPad is at the vanguard of a new category that sits between the computer and the phone – so its not surprising that many consumers struggle to see how it could fit in their lives. Niche groups with specific emotional or functional needs love it; but right now there isnt a compelling incentive to get mainstream consumers to buy it. Of course this may change once they see how early adopters use it. but in our view the iPad will take longer to achieve the sales growth and wider market impact of the iPhone.”
David Murphy writes: 
I sat in on one of the iPad focus groups sessions, observing the group from behind a two-way mirror. I’ve written about market research in the past, but have to admit that this was my first time observing a focus group, and I have to say, I hope it isn’t my last.
The session lasted around 90 minutes, though it was around 30 minutes before the participants were told what they were there to talk about, and another 15 mintes or so after that before the “reveal”, as the iPad was presented to them.
The initial reaction was universally positive, jaws on floors at the breathtaking beauty of the device. What was really interesting after that though, was to see the initial excitement wear off among the more practical members of the group. One woman in particular should be hired, in my opinion, by anyone developing a new product of any sort, anywhere.
While others drooled over the display and marvelled at the fact you could navigate web pages with a swish of the finger, she was the one asking if you could print things off on it, and complaining after a few minutes cradling it in her arm that it was feeling rather heavy.
It made me think that anyone tempted to rush out and buy an iPad when they go on sale in the UK at the end of the month should either give her a call, or, perhaps a more practical suggestion, spend more than a few minutes playing with it – 15 should do it – let the initial novelty wear off, and then see if you still feel you need one.
That said, however sensible this approach may be, chances are you’ll walk out of the shop with one under your arm. As more than one of the people taking part in the focus groups said: “It’s just fantastic. I don’t need it, but it’s wonderful and I want it.”
Don’t say we didn’t warn you.
