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New survey says most tablet buyers interested in iPad only

Over 90 percent of participants are planning to pick up an iPad at some point in the future without much of a second thought

While the popularity of the iPad is of no surprise, the latest study conducted by management and equity firm Baird Research and Insights shows just how much leverage the Apple tablet has against the current lineup of non-iOS devices.

In a survey of 1114 consumers interested in tablets, most of who reside in the U.S., an astounding 94.5 percent of respondents who do not own a tablet say they are most likely to buy an iPad instead of some other tablet. Surprisingly, the HP TouchPad came in second at 10.4 percent (multiple answers were allowed to be picked).

Additionally, 93 percent of the respondents who already own a tablet have chosen iPads. When asked what tablet they would consider for a second purchase, 98 percent would get another iPad, implying that practically all iPad owners are satisfied with their purchases in the study.

The survey also studied tablet use, and found that 67 percent of tablet owners use their tablets for web browsing and email, while only around 10 percent use the device for gaming. This is in contrast to a survey conducted by Google earlier in the year, which found that most tablet users actually use the device for playing games. Still, web browsing and email are quite high on the list for both studies.

Regardless, Apple continues to have an almost monopoly-like foothold on the tablet market and this could partly explain the lower than expected sales of the Motorola Xoom, HP TouchPad and RIM PlayBook tablets. Whether or not the tablet landscape will stay the same by this time next year is uncertain as chipmakers will soon release their respective next generation processors for tablets.

Check out the complete results of the tablet survey by Baird Research and Insights here.


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Allen Ngo, 2011-08-18 (Update: 2012-05-26)