It has been said over and over again that Apple is merely carrying on its user base by selling its new devices to them after every launch. However, a report has now claimed that Apple’s iPad is attracting new Apple customers, suggesting that every one in four iPad buyer is a person who is using an Apple product for the first time.
These statistics have been divulged by NPD Group’s Apple Ecosystem Study. According to the director of industry analysis at NPD, Ben Arnold, ‘iPad sales are growing much faster than any other Apple product has this soon after launch. In fact, one-in-five Apple owner households has one- nearly equivalent to the number that own an Apple computer. This demonstrates the appeal of both the new form factor and Apple’s app ecosystem.’
According to the report, iPod has been the primary device which hooked up lots of people to Apple. However, over time, the number of people who started their relationship with Apple through iPod, has significantly declined. As a result of this, new and first-time-Apple-customers are increasingly turning their attention to newer Apple devices such as iPhone and iPad. Nearly one-third of the total Apple purchases since 2010 have been made by such users.
Arnold goes on to say, ‘Apple’s OS X, iOS, and App Store are platforms specially tailored for their products. “Should more households become multiple Apple product homes, these platforms will become even more important in the acquisition and sharing of content between devices.”
“Forty percent of electronics shoppers say owning devices in the same brand family is an important purchase factor. As consumers look for greater interoperability between devices and more brands become aligned with platforms, we could see fewer multi-brand ecosystems in the household.’