Professional Documents
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First
iPad
Exit
Poll:
Disappointing
turn-out
for
The
new
iPad
at
Apples
Flagship
Store
Dynamo
PR
Exit
Poll
Reveals
Queue
Smaller
Than
The
Original
iPads
Queue
4
out
of
10
in
the
iPad
Queue
upgrading
their
iPad
2
Most
popular
model
the
most
expensive:
64GB
Wi-Fi
+
4G
(in
Black)
Regent
St,
London,
UK.
16
March
2012,
7:53am:
Dynamo
PR,
a
London-based
company
that
has
carried
out
exit
polls
on
all
Apple
iPhone
and
iPad
launches
since
2010,
today
provides
the
first
exit
poll
on
the
latest
Apple
iPad
queue
at
the
iconic
tech
brands
flagship
Regent
Street
store.
As
the
doors
first
open
in
UK
stores,
want
to
know
which
version
people
were
queuing
round
the
block
for?
What
they
think
the
killer
feature
of
the
new
iPad
is?
How
many
have
converted
from
Android
based
tablets?
Dynamo
has
all
the
data
from
this
years
queue,
and
has
also
compared
the
research
with
the
two
previous
iPad
launches:
iPad
in
May
2010,
and
iPad
2
in
March
2011.
Analysis
is
being
provided
by
Dynamos
PR
team
who
has
spent
all
morning
quizzing
members
of
the
queue
on
their
tech
tastes
to
answer
the
all
important
question
why
have
you
bought
The
new
iPad?
Q.
Has
peoples
perception
of
how
they
will
use
the
iPad
changed
over
the
year?
A.
This
year,
most
people
bought
the
iPad
to
browse
the
web
(45%).
Last
year,
the
no.
1
reason
to
buy
the
iPad
2
was
gaming
(33%).
MOST
POPULAR
USES
OF
THE
iPAD,
BY
DYNAMO
Year
Reading
Books
4%
Browsing
the
Net
57%
Listening
to
Music
9%
Watching
Films
3%
Playing
Games
12%
Using
other
Apps
15%
2010 (iPad 1)
2011 7% 30% 9% 13% 33% 8% (iPad 2) 5% 45% 0% 10% 15% 18% 2012 (The new iPad) Q. How many people are in the queue for the iPad launch A. The doors opened at precisely 7:58am with 397 people in the queue. Significantly less than at the launch of the iPad 2 (632) and original iPad (451).
Q. How many people will be buying an iPad for the first time? A. 45% of the queue waited for the new iPad and had not owned a tablet before. Q. What will be the most popular iPad in the UK? A. The Black 64GB Wi-Fi + 4G version of the iPad was the most popular version with 57% plumping for this model. The iPad 2s most popular model was the 16GB Wifi model, and for the original iPad the most popular was the 32GB Wifi model. Q. How many people in the queue dont own a Mac? A. 63% of the queue own a PC, which 32% owning a Mac and the remaining 5% owning both. This is significantly up from previous years when 44% owned a PC in 2011, and 25% in 2010. Q. What was the most popular phone in the queue? A. The split of phone preference has remained broadly similar over the last two years. 10% in the queue have Android gadgets with 73% owning iPhone, 3% Windows phone and the other 14% owning other brand phones such as BlackBerry. Q. What is the average age of the iPad customer? A. The audience for the iPad was older than last years queue with the average age being 26 and 2 months old. Last year it was 24 years and 10 months old. Q. Why did people queue at the Apple Store on Regent St.? A. People are wising up. This year only 13% wrongly assumed the iPad would just be available from the Apple Store in Regent St it is available nationwide in other retailers such as Currys, Dixons and PC World. Most queued for the atmosphere and to be there (54%), 5% missed the first round of pre-orders, 0% admitted to being die- hard Mac fans and 28% couldnt say why theyd queued. Q. How many women were in the queue? A. The sex divide was roughly similar to last year with 12% of the queue being female. For men, the beard quotient was much higher with almost one third sporting facial hair. The surprising difference in this years iPad launch compared to other years is the actual number of people queuing. Its significantly less than previous years. Whether that means pre- orders have been more successful, or selling in other retail stores takes some of this burden only Apple would be able to answer, commented Paul Cockerton, co-founder and director, Dynamo PR. What it definitely does show is that Apple might need to add something new to whats been a fairly predictable launch, both in terms of the fan-fair behind it and the actual product. Q. What was the killer feature? A. Unsurprisingly, the Retina display was quoted by most people (61%) as being the killer feature for the iPad. Interestingly, almost one in four people havent had their eyes tested in the last four years raising the question, will they really appreciate the difference?
MOST
POPULAR
MODELS
IN
THE
iPAD
2
QUEUE,
BY
DYNAMO
Year
2010
(iPad
1)
2011
(iPad
2)
2012
(iPad
)
-
ends
-
Editors
notes
All
statistics
and
data
in
this
press
release
are
copyright
Dynamo
PR,
who
must
be
credited
as
the
source.
Please
contact
us
if
youd
like
to
know
more:
Tim
Lovell,
Dynamo
PR
0797
625
1981
or
tim.lovell@dynamopr.com
Dynamo
-
http://dynamopr.com
Based
in
Kings
Cross,
London,
UK,
Dynamo
is
a
fast
growing
global
social,
digital
and
consumer
PR
agency
that
has
a
wide
range
of
international
and
UK
consumer
tech,
mobile,
social
and
games
clients.
Dynamo
is
focused
on
creative
executions
that
achieve
business
results,
by
targeting
influencers,
bloggers
and
journalists
through
direct
contact,
digital
communications,
and
media
relations.
Launched
in
January
2011,
the
Dynamo
senior
management
have
over
30
years
collective
experience
in
running
creative
and
effective
PR
and
communications.
Picking
up
a
Highly
Commended
award
in
the
PRWeek
Awards
2011,
Dynamo
is
the
first
PR
agency
to
be
nominated
in
the
CIPR,
PRWeek
and
PRCA
awards
in
its
first
year.
Wifi 16GB 6%
Wifi 64GB 3%
3G 16GB 18%
3G 64GB 23%
36%
17% 62 %
9%
10%
14% 38 %
14%
14%
26% 52 %
12%
10% (4G)
7% (4G) 48 %
31% (4G)