최근 사그러들고 있는 아이패드에 대한 평가 http://itviewpoint.com/154850 는 심각하다. '왕 아이폰'이라는 조어는 이미 식상하고, 각종 단점들이 줄줄이 열거되기 시작한다. 사람들은 여전히 태블릿 디바이스 급이 아닌 독자적인 운용이 가능한 태블릿PC 출시를 기대하고 있다. 태블릿에 대한 기대치가 어느 정도인지를 가늠해 볼 수 있는 부분이다. 이렇게 되자 출시하기도 전에 가격을 낮출 가능성까지 제기되고 있다.

가격 인하설 솔솔

아이패드가 출시된 후 애플 마니아들은 다들 혁명적인 제품이라고 극찬했다. 또한 일부 주간지나 매체들은 커버스토리나 일면 기사로 다루면서 아이패드를 높게 봤다. 하지만 실제 시장에서 얼마나 냉담한 상황인지 살펴본다면 당장 과거 기사를 내려야 할 정도로 당혹스러울지도 모른다.

시장조사기관 자료

시장조사기관 Retrevo Pulse Report 최근 발표 자료에서는 아이패드에 대한 호기심이 발표 전후로 급격하게 줄고 있음을 보여주고 있다. 들어보긴 했지만 구입에는 관심 없다는 사람이 배로 늘었다. 적극적으로 구입하겠다는 의견을 표시한 사람들은 9%이며, 정보를 더 얻어서 고민하겠다는 사람인 21%를 포함해도 30%에 불과하다.

아이패드에 대한 다양한 이야기들은 http://itviewpoint.com/154850 에서 더 확인할 수 있다.

ITViewpoint 서명덕 기자


<참고>
가격정책과 구매의지에 대한 몇 가지 관련 이야기들

http://news.cnet.com/8301-13579_3-10449651-37.html

http://arstechnica.com/apple/news/2010/02/survey-tries-quantifying-ipad-hype-suggests-interest-waning.ars

http://www.pcworld.com/businesscenter/article/188840/apple_ipad_price_cut_blunder_or_brilliance.html

http://www.thetechherald.com/article.php/201006/5206/Fence-sitters-beware-Apple-already-considering-iPad-price-drop

http://online.wsj.com/article/SB10001424052748703427704575051281104305728.html?mod=googlenews_wsj


Apple iPad Hoopla Fails to Convince Buyers
A follow-up Retrevo Pulse study looking at consumer interest in buying the new Apple iPad indicates a failure to convince any new buyers to consider the iPad. Not only did Apple fail to convince new buyers, it may have lost many potential buyers who now say they don’t think they need an Apple tablet computer.
Consumers Lose Interest after Announcement
Retrevo’s study asked consumers whether or not they had heard about the tablet before the tablet was introduced and again after the announcement. The word definitely got out as the number of respondents saying they had heard about the tablet rose from 48% shortly before the announcement to over 80% after the media frenzy on January 27th.
Unfortunately for Apple, the number if respondents saying they had heard about the tablet but were not interested in buying one, doubled from 25% before the announcement to over 50% following the announcement.

The World Was Abuzz Over the Tablet
There is no question whether or not the word got out on the Apple iPad. Retrevo even created a new tool called the Retrevo Buzzmeter to measure Twitter activity around the announcement and also for the State of the Union Address that evening. Not surprisingly the 7,000 Tweets Per Minute (TPM) peak rivaled the 9,000 TPM peak value for President Obama.

Most Consumers Don’t Think They Need an iPad
Responses to a more direct question that was asked before and after the announcement further reinforced the bad news for Apple. When asked before the announcement if they thought they needed the tablet, 49% of respondents answered “no” with 30% saying they needed to know more about it before they could decide.
After the announcement the percentage of respondents indicating they needed more info had dropped by half but the overwhelming majority of those who felt they now had sufficient knowledge, decided they didn’t need a tablet. This raised the total number of respondents saying “no” to the iPad, after the announcement, to 61%.
Buyers Don’t Want to Pay for 3G
Apple will be adding an extra $130 to the price for adding the optional 3G connectivity. This doesn’t appear to be a very popular option as more than half the respondents to the study, after the announcement, said they wouldn’t pay extra for 3G.
Software Sells Hardware
As we like to say, it’s the apps that sell smartphones like the iPhone and it could very well be those same apps that motivate buyers to run down to the Apple Store and get in line to buy a shiny new iPad. Whether this device becomes a big hit is anyone’s guess but based on this study it sure looks doubtful.

 Editors Note:
 Due to the interest this study, Retrevo's editorial department would like emphasize and clarify a few points. First, we should have emphasized the positive side of the results more, where the number of respondents indicating interested in an iPad tripled from 3% to 9%. Also, at the end of the day, having 30% of respondents as potential iPad buyers is not a bad thing for Apple. Second, we should say that it was not so much Apple that created the "hoopla" surrounding the tablet, as much as it was the media; so much so that consumers may have been underwhelmed when the product was finally announced. Furthermore, Apple should be given more of the benefit of the doubt for being able to drive sales of their iPad when it actually goes on sale. Given the media hype around the launch, our study offers conclusions that some may disagree with but we feel our data suggests the iPad may have to prove itself before becoming as popular a product as the iPhone.

About Retrevo Pulse Report

Data for this report came from a study of more than 1000 randomly selected Retrevo users. A first random sample of users were surveyed between Jan 16-20, 2010 before the Apple Tablet was announced. A second random sample of users were surveyed between Jan 27 – Feb 3, 2010, after the announcement. The sample was distributed across gender, age, income and location in the United States. Most questions had a confidence interval of 4% at a 95% confidence level.

Retrevo is the ultimate electronics marketplace, that helps people decide what, when, and where to buy.

For more information contact:
Jennifer Jacobson
Director of Public Relations
jennifer@retrevo.com
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