A roundup of research, predictions and analysis around Apple's iPad tablet.

1. The Statto’s
Intro to iPad
Stuart Dredge

2. About This Presentation
• I put this together from publicly available stats, surveys and
research into Apple’s iPad tablet.
• The idea is to provide an overview of the device, as it
prepares to go on sale in the US.
• Who am I? UK-based journalist Stuart Dredge. I write for
Mobile Entertainment, Music Ally and other publications.
• I also run a daily newsletter, iPhone Games Bulletin, which
covers the iPhone (and now iPad) games industry.

3. Early Sales Estimates
• Investor Village’s AAPL Sanity Board estimated that Apple sold
nearly 120,000 iPads on its first day of pre-orders (Source)
– 69% of those were Wi-Fi only models according to its reckoning
– Sales were split equally between the 16GB, 32GB and 64GB models
• Daniel Tello, part of that group, claimed that 240k iPads had
been pre-ordered by Fri-26-Mar (Source)
– These figures don’t include reservations for in-store pickup

4. Consumer Buying Intentions
• 18% of all consumers expressed an interest in buying an iPad,
although that rose to 27% for 18-34 year-olds (NPD Group)
– 9% of all consumers said they were ‘extremely’ or ‘very’ likely to buy one
in the next six months
• 27% of 18-34 year-olds expressed an interest in buying one
– 10% of them said they were ‘extremely’ or ‘very’ likely to buy in the next
six months
– 57% of them said pricing was their main reason to not buy
– 51% said they’d ‘rather use a notebook or netbook instead’
• 24% of Apple owners were ‘extremely’ or ‘very’ interested
– 10% said they were ‘extremely’ or ‘very’ likely to buy in the next six
months
– 37% of Apple owners cited ‘liking the Apple brand’ as top reason to buy

5. Consumer Buying Intentions
• When comScore surveyed US
internet users in mid-March, 1%
had already pre-ordered an iPad,
while 15% were seriously
considering buying one in the
next six months (Source)
• iPad’s awareness and purchase
intention ratings are very similar
to those of Amazon’s Kindle.

6. Likely Consumer Usage
• comScore asked US
consumers what they’d be
most likely to do on an
iPad, with internet and
email the two most
popular choices (Source)
• Music, films and books
were quite popular, but
apps were surprisingly low.

7. Likely Consumer Usage
• More than half (52.3%) of US smartphone users plan to use a
tablet device to conduct work (Source)
– 48.2% said they plan to watch TV/films
– 35.4% say that plan to play games
• A survey by RBC/ChangeWave found that internet and email
are the most popular likely uses (Source)

8. Analyst Predictions
• Barclays Capital thinks Apple will sell 1.2m iPads in Q1 2010 (i.e. pre-
orders) and 5m for 2010 as a whole (Source)
• BMO Capital predicts 7.2m iPad sales in Apple’s fiscal 2011 (Source)
– BMO also thinks iPad will take 11% of the netbook market in 2010
• Canaccord Adams expects 1.2m iPad sales in fiscal 2010, and 3.5m in fiscal
2011 (Source)
• Needham & Company predicts 2m sales in fiscal 2010, and 6m in fiscal
2011 (Source)
• Piper Jaffray predicts 3-4m sales in iPad’s first 12 months on sale, and
double that the next year (Source)
• FBR Capital Markets claims that 5m iPads will be manufactured in the first
half of 2010 (Source)
• Broadpoint.AmTech thinks content sales will be 10% of total iPad
hardware revenue by Dec-10, and 30% by Dec-11. (Source)
– The company predicts 4m units in 2010 calendar year

9. iPad Applications
• In mid-March, 44% of
apps being tested on
iPad devices were
games according to
Flurry (Source)
• The analytics firm had
previously reported
that iPhone project
starts tripled in
January, when the
iPad was unveiled.

10. iPad Gaming
• When PocketGamer.biz
analysed its confirmed list
of iPad launch games,
Puzzle was the most
popular genre (Source)
• 65% of them were iPhone
ports, with indie
developers the biggest
source (see next page)

11. iPad Gaming

12. Essential Reading for Developers
• Matt Legend Gemmell’s
in-depth blog post on iPad
application design, and user
interface conventions.
• Notes on iPad UI conventions
– an excellent 53-photo
Flickr set with notes.

13. Thanks For Reading!
• Mobile Entertainment’s iPad section carries regular news and
analysis of iPad and the tablet market.
• If you’re making, investing in or tracking iPad games, my
iPhone Games Bulletin is a free service – read a sample and
sign up if you like it!
• I’ve published other presentations on Android; Trends in
iPhone Gaming; iPhone Casual Games; and a comparative
analysis of different app stores.
• Contact me: sdredge@gmail.com