Apple's new iPad market survey report this year

It is reported that Apple will hold a new product launch on October 22 to launch the latest iPad series. The conference was more than a month away from the release of the Apple iPhone 5S. It is clear that Apple is going to use the "other temperature" of the iPhone 5S to promote the listing of another new member of the Apple family. In order to understand what consumers expect from new products and the market prospect of new products, the Internet Consumer Research Center (ZDC) conducts a survey of the new market prospects of Apple's iPad.

In this survey, the ZDC collected a total of 1,052 questionnaires. After completing the questionnaires and IP screening, 992 valid questionnaires were finally obtained. The effective rate of the questionnaire was 94.2%.

Through data analysis of these effective questionnaires, the Internet Consumer Research Center (ZDC) launched the “2013 Apple iPad New Market Outlook Survey Report.” This report focuses on the market prospects and customer expectations of Apple’s new iPad products and looks forward to the market. All parties provide reference and strategic support.

Note: Since the survey sample is mainly from the ZOL website, it may affect the research results.

Report Summary New Product Attention: Nearly 90% of users know that Apple will soon release iPad new products.

New types of attention: iPad 5 users expect relatively high.

New color requirements: The user is more looking for the new color iPad.

Low-cost new product demand: 60% of users look forward to Apple's launch of a new low-priced iPad, where students are most expecting a low-priced iPad.

Focus on the distribution of new products: Users are most concerned about the new iPad's battery life.

The ideal price for new products: Nearly 80% of users can accept the same price as the previous generation products.

Distribution of users' purchase intention: 50% of users said they would buy new Apple iPad products, and 26-35 year-old users became the main force of purchasers.

Brand appeal: Nearly 50% of users said that even if the functional changes are not big, they will still buy new Apple iPad products.

Factors influencing users' purchase: The visual experience becomes the main reason for users to buy; the high price is the main reason restricting users' purchase.

Purchase time: 20% of users said that new products are purchased immediately after the release, and nearly 50% of users have a wait-and-see attitude.

Second, the user's expectations for new products 1, Apple iPad new attention to the situation • Nearly 90% of users know that Apple is about to release iPad new Apple iPhone 5S released just over a month ago, on the "local gold" discussion continues. This month, Apple will launch its new iPad. With regard to the news that iPad new products will be released on October 22, 88.0% of users said that they know this, and it can be seen that the degree of attention of new products is relatively high.

2. New Product Types Concern • The expectation of iPad 5 users is relatively high Among the users participating in the survey, 36.5% of users expressed their expectation for the release of iPad 5; 33.7% of users expressed the expectation of the release of iPad mini2; both are expecting The proportion of users is 19.9%, and users who do not expect new products to be released account for only 9.9%. On the whole, users have a higher expectation for new Apple iPad products.

• 18-25-year-old users have a higher expectation for iPad5 From the perspective of the age of participants, 18-25-year-old and 26-35-year-old users have relatively high expectation for new Apple iPad products. However, the types of new products concerned by the two age groups are not the same, 18-25-year-old users are more looking forward to using iPad5, and 26-35-year-old users are expecting higher iPad mini2. Young users and middle-aged and old users have different concerns about the types of new products. Users under the age of 18 have high expectations for the iPad 5; users over the age of 45 are more likely to look forward to the iPad mini2.

3, new color requirements • Users for the new color iPad is more looking forward to Apple's iPhone 5C release, breaking the Apple "white plus black" product design. With regard to whether new Apple iPad products will adopt new colors, 62.6% of users expressed the expectation of the new color iPad products. It can be seen that the static “white and black” design pattern cannot satisfy the aesthetic needs of users.

4. Low-price new product demand • Sixty percent of users expect Apple to launch low-priced iPad New products Among the users participating in the survey, 60.3% of users expect that Apple will launch new low-priced iPad products, reflecting the majority of “fruit powder”. The user is not satisfied with the current iPad price.

• School students are most looking for low-priced iPad

From the perspective of participating in the investigation of the user's occupation, students in the school have the highest expectations for the low-priced iPad new products, reaching 20.7%; corporate technicians ranked second in the expectation of 19.5%, and the rest of the occupations are new to the low-priced iPad. The expectation is less than 10%.

5. Focus on new product distribution • Users are most concerned about the new iPad’s battery life. Among the users participating in the survey, 22.1% of users are concerned about the product’s battery life; 21.6% of users are concerned about the speed of the new processor. Concerned about the new screen resolution and portability of users accounted for 19.9% ​​and 17.2%, other product attributes user attention is relatively low.

6, the ideal price of new products • nearly Bacheng users can accept the same price level with the previous generation of products in the survey of users, on the range of acceptable prices for new products, 77.1% of users can accept the same price as the previous generation of products, 12.4% of users can accept prices higher than 500 yuan for the previous generation.

Third, the new market prospects 1, the user's purchase intention distribution • 50% of users that will buy Apple iPad new users involved in the survey, 53.1% of users said they would buy new Apple iPad, 10.7% of users said they would not buy new products, Users with a wait-and-see attitude accounted for 36.2%. It can be foreseen that the launch of new products will trigger an "Apple" buying boom.

• 26-35-year-old users become the main force among buyers. Among users who indicated that they will purchase new Apple iPad products, 26-35-year-old and 18-25-year-old users accounted for a relatively high percentage of buyers. Accumulated 85.4%, of which the proportion of users aged 26-35 is relatively high, reaching 43.4%.

2, brand appeal • Apple brand appeal is higher in the said that users will buy Apple iPad new products, if the new features change little, 46.2% of users said they would still buy; 27.3% of users said they would not buy, 26.5% Users take a wait-and-see attitude. Overall, Apple's brand appeal in the Chinese market is relatively high.

3. Factors influencing users' purchases • Visual experience has become the main reason for users to purchase. Among the users who participated in the survey, 25.3% of users purchased new Apple iPad products because of their visual experience; 21.9% of users purchased new products because of feature upgrades because of the design. Thinner and 19.1% of users purchased, and other factors accounted for less than 15% of users.

• High price is the main reason constraining users' purchases. Among the users who participated in the survey, 38.8% of users did not purchase new Apple iPad products because of high prices. 32.5% of users did not purchase because they already have a tablet computer. 23.8% of users feel that new features will not change much and therefore do not purchase new products.

4. Time of purchase • 20% of users said immediately after the launch of new products. Among users who indicated that they would buy new products from the Apple iPad, 23.6% of users said that new products were released immediately after the release of new products, and 14.2% of users said they would Purchased after the month, 47.6% of users are uncertain about the specific time.

ZDC concluded: In this survey, iPad5 is the most anticipated new product for users, and at the same time, Apple hopes to launch a low-priced iPad product. In terms of new product purchase intentions, 50% of users stated that they would purchase new iPad products. Nearly 40% of users had a wait-and-see attitude, reflecting Apple’s strong brand appeal in the Chinese market.