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BizReport : Ecommerce archives : April 27, 2012

First-time Apple buyers skip iPod for iPad

Once upon a time first-time Apple buyers got in on the iPod level. Research by the NPD Group reveals that today it's the iPad that first-time Apple users are buying.

by Helen Leggatt

Over 80% of Apple owners say that their first Apple device was the iPod. However, that figure has decreased in the two years since the iPad was launched. In the last two years just over half (52%) bought in to the Apple brand via an iPod as the iPad becomes the choiceo first-time Apple buyers.

According to NPD director of industry analysis Ben Arnold, "iPad sales are growing much faster than any other Apple product has this soon after launch".

Apple CEO Tim Cook pointed out during a Q2 conference call that 67 million iPads have been sold in the 2 years since its launch. It took Apple 24 years to sell the same number of Macs, five years to sell the same number of iPhones and 5 years for the iPod.

Despite the rise in the popularity of tablets, and the propensity of owners to shop online using their device, many retailers have yet to optimize their websites for tablet users.

A recent Compuware study revealed that 70% of tablet users expect websites to load as fast as they do on a PC - in 2 seconds or less. Yet slow load times are the most frequently cited problem (66%), followed by site crashes (44%), problems with site functionality (42%) and issues with site format (40%).

"Consumers and enterprises have embraced tablets in large numbers for everything from web browsing and social networking to key business applications that increase employee productivity and drive revenue," said Steve Tack, CTO of Compuware APM.

"However, based on the survey results, companies are not meeting tablet users' web experience expectations. Tablet users represent a coveted audience that in general tends to spend more per order, so organizations that ignore tablet users do so at their own peril," he added.

Tags: Apple, brand affinity, m-commerce, mobile trends, smartphone, tablet

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