Undeniably, Apple Inc. has introduced a good number of advanced technology devices. Some of these devices include; iPhone, iPod, as well as the iPad. iPad was first introduced in the market in April 2010. Within a period of 80 days, the company sold approximately three million iPad devices, (Natalie 2010). Additionally, it has been approximated that 14.8 million devices of this product were sold in the entire globe. In the early 2011, the company produced iPad 2 and by March, above 15 million pieces had already been sold. By the end of 2011, it is projected that Apple will be having approximately eight three percent of the market share in the computing market within the United States, (Apple.com 2011). Studies which have been undertaken in order to determine the kind of individuals likely to own iPad indicate that, iPad Consumers have some common attributes. As such, the major objective of this report will be limited to the discussion of the characteristics of consumers of the iPad.
To begin with, most of iPad owners are wealthy. Based on the kind of technology that has been put in the production of this product, it is relatively expensive. Therefore, the product can only be accessed by those who are well-off economically as compared to the common man. Actually, in the United States, the iPad costs approximately 429-699 dollars, (Martin 2010). It is evident that this amount is a bit expensive for any common or rather regular consumer. To be more precise, studies indicate that wealthy, sophisticated as well as educated individuals have six more chances of owning an iPad as compared to regular people. As mentioned above, the second characteristics of iPad consumers are that, they are highly educated, (Newslite 2010). As a matter of fact, for one to efficiently use an iPad, education is an important factor. Although its features are not complicated as such, it requires education for one to experience fully the benefits of the features of this product. Besides, these are the people who spend most of their time in the internet browsing. With an iPad, they can be able to browse whenever they want to from wherever they may be.
Thirdly, most of the consumers of this product have been found to be workaholics; more especially those who are interested in finance as well as business. Notably, this gadget was designed in to help business individuals to carry out their business activities efficiently. For instance, the product is portable and it with all its features, business people are in a position to carry out their regular transactions wherever they may be, (Arthur & Fox 2011). As such, they are confident that their business will not be affected even if they are away from their workplace. Lastly, most iPad consumers tend to like power as well as achievements more as compared to other regular people. This explains the reason why most individuals working with various agencies as well as government corporations. Arguably, owning an iPad is one feature of being classy, (Mat 2010)
However, it is of importance to note that; though the middle class are the more likely consumers, the iPad is viable and popular amongst the working class and not as surprising if they are the consumers because of the way the market has developed and evolved so that these products are available to all consumers of different salary backgrounds. Hence, more people can access the product lately as considered in the past.
In the United Kingdom, the number of individual using desktops has declined by approximately 35% in preference for the iPad. Additionally, about 53% of iPad consumers use this device for entertainment purposes; while about 18% of iPad owners use it for more functional rationales. Research also indicates that, about 87% of iPad consumers use it daily. It further indicates that 26% use it for about an hour daily; while 24% use it for above two hours daily. As mentioned above, the device is used by different individual for various functions. In the UK, 23% use it for reading magazines, 75% for browsing, 13% for work, 11% for watching TV, 48% for social networking, and lastly, 63% for emailing. Most people assert that the determining factor to buy this device is its perceived usefulness, (Litmanlive 2011).
Finally, it can be argued that understanding consumer behavior; or rather, consumer characteristics are very crucial if a company is to be successive with its products. Apple Inc. is a good example of companies which understands their clients well. For instance, the company has produced different products which target different categories of consumers in the market, (Apple.com 2011). An iPad is one of their products which are commonly used by wealthy, educated, as well as sophisticated individuals. The features of an iPad tends to attractive as well as helpful to this class of people as compared to common or regular individuals.
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