Research predicts iPad surge for Orange and T-Mobile

Everything Everywhere brands Orange and T-Mobile will trigger a sales rush as they sell the "must-have" gadget for 2010 at a subsidised price, according to research.

Apple iPad: tops Christmas wish lists
Apple iPad: tops Christmas wish lists

Recently crowned the "must-have" gadget for 2010 by both readers and staff at Stuff magazine, the iPad has been flagged as a big Christmas seller by Dixons and John Lewis.

In a survey of 2,004 British panellists on the Springboard UK website, conducted by Vision Critical, 13% people would be likely to buy a "free" iPad on a £45-per-month contract, but at the full retail price of £529, only 4.5% would be likely to buy, despite paying less overall.

One in 10 respondents would buy on the tariff proposed by Orange and T-Mobile, on a £199 upfront charge and two-year, £25-per-month contract.

Gina Lagos, senior research director in Vision Critical’s London office, said: "The iPad has generated enormous share of mind among UK consumers, but uptake has been constrained by its premium price.

"In our research, more than 50% of consumers agreed with the statement 'I'd love an iPad but they're too expensive'. Contract-based subsidies by mobile operators can reduce this barrier and help accelerate growth in the emerging tablet category."

Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).