Report: Consumers Showing Lukewarm Interest In iPad

On Friday, Retrevo published results of a survey that measured consumers' purchasing preferences before and after Apple's much-hyped release of the iPad on Jan. 27. The survey indicates that not only could Apple fall short in attracting new customers, it may also fail to sway potential buyers.

Retrevo surveyed consumers prior to the iPad's unveiling and found that among those who had heard the buzz about the iPad, 25 percent didn't anticipate buying one. After the announcement, however, that figure doubled to 50 percent, according to Retrevo.

Retrevo also asked respondents before the announcement if they felt they needed the iPad based on what they'd heard about it, with 49 percent indicating they did not. But after the iPad announcement, that number jumped to 61 percent. In addition, the number of people who said they needed to learn more about the iPad before deciding to buy dipped from 30 to 15 percent after the announcement.

The real question to consider is if the buzz around the iPad will translate into strong sales for Apple down the road. Apple's strategic timing of the iPad's release came on the day of President Obama's first State of the Union address and both events competed on tweets per minute, according to Retrevo's Buzzmeter, which measures Twitter activity.

David Doyle, vice president of Vancouver-based Simply Computing, cites a better reception to the iPad with bigger customers. "I guess it would depend on what customers you are surveying," he said. "We've had a lot of interest on the corporate side. I think individuals still want to see how the device might fit into their daily life. However, businesses are looking at how it will simplify processes within their companies."

However, Doyle says he wouldn't be surprised if the iPad ends up selling well, because despite the initial lukewarm attitude toward the device, there are still plenty of people who are eager to check out the device.

Chesapeake Systems Sales Manager Nick Gold is also confident of iPad success because of its capability to accommodate plenty of software and services, as well as being "a mass-market device, both consumer and professional." "The iPad will evolve to support (a large collection of different niches)," Gold said.

Nearly 60 percent of survey participants said they wouldn't pay the extra $130 that Apple charges for its 3G equipped iPad models. This could be because 3G is viewed as an unnecessary luxury in the still-shaky economy, or it could also reflect the frustrations that AT&T subscribers have had with 3G connectivity on the iPhone.