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Mondo Mini Shows Web Originals - Eye Candy

iPad Is Eye Candy for UK Consumers

12 August, 2010:  More people under the age of 45 would buy Apple's iPad tablet computer because it looks good, rather than for its technical capabilities according to research commissioned by consumer site Broadband Expert (www.broadband-expert.co.uk).

Broadband Expert asked 1000 people in the UK what would most tempt them into buying Apple's latest gizmo.   34% of respondents under the age of 45 said they would like one either because the iPad itself looks good or that they themselves wanted to look good in front of friends.   This compared to 26% within the same age group who said they would purchase one for its apps, features or capabilities.

Consumers over the age of 45 seemed to have their priorities straighter:  31% would be tempted to buy an iPad for the apps, features or capabilities; compared to only 9% who owned up to more superficial reasons.  

Further highlights of the survey revealed almost 24% of 18-24 year olds said they would ‘never buy an iPad' – a surprisingly high percentage of the iPad's perceived target market in terms of age.  

Rob Webber, commercial director of Broadband Expert says:  "We wanted to conduct a light-hearted survey to find out a bit about the public's early perception of the iPad.   

"Our research shows that more people see the iPad as a stylish accessory or status symbol, rather than a functional piece of kit.  It begs the question; do UK consumers really know what an iPad can do?  We have even heard rumours of people buying an iPad believing it to be a giant Smart Phone.  It made us smile to think of them holding it up to their ear and trying to make a call on it like a mobile."

About the Author

Broadband Expert (www.broadband-expert.co.uk) is part of RichWeb Media Ltd, a privately owned UK company. Broadband Expert provides advice and information to allow consumers to make more informed decisions when purchasing broadband or mobile broadband services.