Apple 2.0

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Piper Jaffray survey of iPad buyers: 74% owned Macs; 66% had iPhones

April 5, 2010: 6:12 AM ET

Who were the device's first buyers, and what do they plan to do with it?

Photo: PED

Most of the people who lined up in New York and Minneapolis to purchase the iPad on Saturday were already committed Apple (AAPL) users, according to the results of a survey of 448 iPad buyers issued early Monday by Piper Jaffray's Gene Munster.

The full results are pasted below the fold. The key findings:

  • 74% were Mac users (26% owned another kind of PC). 96% planned to continue using their computers.
  • 66% owned iPhones. Only four or five respondents (1%) thought they could replace their iPhone with an iPad.
  • 13% owned Amazon (AMZN) Kindles and 58% of those planned to replace it with the iPad.

  • The $499 16GB iPad was the most popular (39%) followed by the 32 GB (32%) and 64GB (28%). When the iPhone first launched, only 5% bought the low-end 4GB model.
  • 74% planned to use their iPads to surf the Web; 38% to read books; 32% to e-mail; 26% to watch video; 18% to play games and other apps; 8% to listen to music.
  • 78% said they didn't consider any other gadget before buying an iPad. 10% were thinking about buying a Kindle, 6% a netbook, 4% a laptop, 1% an iPhone, 1% an iPod touch.

"We believe that Apple has successfully carved out a new category of mobile devices between the smartphone and the laptop," Munster concludes, "apparently without cannibalizing its own iPhone and Mac sales."

Based on the size of the crowds he observed, Munster has more than doubled his estimate of iPad sales for calendar 2010, from 2.7 million to 5.6 million.

Below: The survey results, with comparisons to surveys conducted at each of the three iPhone launches.

Click to enlarge. Source: Piper Jaffray

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[Follow Philip Elmer-DeWitt on Twitter @philiped]

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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