75% of Early iPad Purchasers Already Own an iPad, Early-Adopter Upgrade Cycle Around 23 Months

iPad AirAccording to a survey by PiperJaffray, 75 percent of U.S. iPad Air purchasers on launch day already owned an iPad, compared to only 58 percent for last year's iPad mini launch.

Gene Munster, a PiperJaffray analyst, believes the U.S. market may be getting slightly more saturated.

Surveying 71 day-one iPad buyers, Munster found that the early-adopter upgrade cycle is around 23 months, significantly shorter than the general public's upgrade cycle of 30 months. Also, the average capacity purchased today was 59.7GB versus 40.5GB for the 3rd-generation iPad launch.

Of the iPad Air buyers who already own an iPad (75%), only 18% expected to keep using the old device and essentially all of those users were owners of an iPad Mini. We noted a similar trend in our iPad Mini survey in that 76% of iPad Mini buyers expected to use the Mini along with their prior full-sized iPad. We believe this makes sense as the majority of consumers that already own an iPad seemed to be replacing it with the Air entirely, but viewed the Mini as a companion device to the larger iPad. In other words, if a consumer owns more than one iPad, it is more likely to be an iPad Air and an iPad Mini than multiple full-sized iPads.

With Apple likely selling millions of iPads this weekend, PiperJaffray's survey of 71 buyers is a small fraction but the broader trends could be consistent with the larger U.S. market. 1 in 5 of today's buyers picked up the 128GB iPad Air, while a 94 percent of buyers said they owned an iPhone.

The iPad Air still remains in stock on the Apple Online Store with nearly all configurations available to ship within 24 hours.

Top Rated Comments

Iconoclysm Avatar
115 months ago
In other words, the very very early adopters are more likely to be fanboys, who buy everything Apple makes and thus already had iPads.

This isn't new, but it's nice to have proof.

At some point, people have confused the word fanboy with satisfied customers.
Score: 22 Votes (Like | Disagree)
Patriot24 Avatar
115 months ago
I love my iPad 2. But none of the iPads after it have been worthy enough for me to upgrade to.

If a retina display isn't enough to make you consider upgrading, you'll likely be rocking that iPad 2 forever. In a device like a tablet where the display is 90% of the experience, I can't imagine what else you would want Apple to focus on.
Score: 19 Votes (Like | Disagree)
Makosuke Avatar
115 months ago
The very general trend is probably correct, but a sample size of 71 seems awfully small to get an accurate statistical representation of the trends involved here. It's not small enough to be anecdotal, but I'm willing to bet the error bars are pretty big (especially if the distribution wasn't geographically broad).

I'm just disappointed that my statistics class was long enough ago that I don't remember how to calculate this properly from an estimated population of, say, a million or two buyers.
Score: 11 Votes (Like | Disagree)
Rogifan Avatar
115 months ago
Played with it at Apple today. Very impressive. I would have brought one home if the Notes app was easier on the eyes. The harsh bright white background of Notes was the dealbreaker.

I'm not a huge iOS 7 fan but I could definitely use it if Notes was the old style. I sent feedback to Apple suggesting it be considered as an accessibility option. Not real hopeful but nothing to lose.

The iPad Air is really something. Check it out.
Apple's notes app was a deal breaker for you? Wow. I think I could deal with that and probably find something better in the App Store.
Score: 9 Votes (Like | Disagree)
Teste Avatar
115 months ago
In other words, the very very early adopters are more likely to be fanboys, who buy everything Apple makes and thus already had iPads.

This isn't new, but it's nice to have proof.
Score: 9 Votes (Like | Disagree)
Rogifan Avatar
115 months ago
I can't believe people take anything Gene Munster says seriously.
Score: 7 Votes (Like | Disagree)

Popular Stories

iPhone 14 Dummies 1 Feature

Everything Rumored for Apple's September Event: iPhone 14, Apple Watch Pro and More

Friday August 12, 2022 2:34 pm PDT by
There's just about a month to go until Apple holds its annual September event focusing on new iPhone and Apple Watch models. We thought we'd take a quick look at everything that's rumored for Apple's September event to give MacRumors readers a rundown on what to expect when the first fall event rolls around. iPhone 14 The iPhone 14 can probably be described more as an "iPhone 13S" because...
z fold 4 1

Hands-On With Samsung's Latest Foldable Smartphones, the Galaxy Z Fold and Z Flip

Friday August 12, 2022 12:46 pm PDT by
Samsung this week launched its fourth-generation foldable devices, the $1,000 Galaxy Z Flip and the $1,800 Galaxy Z Fold. Though there's no sign of a comparable Apple foldable device on the horizon, rumors suggest prototypes are in the works, so we thought we'd take a look at Samsung's newest smartphones to see what Apple needs to measure up to when a foldable iPhone does come out. Subscribe ...
iPhone 14 Pro Purple Rear Flat MacRumors Exclusive

iPhone 14 Pro: Analyst Believes Storage Will Continue to Start at 128GB Despite Rumored Price Increase

Friday August 12, 2022 7:04 am PDT by
It wouldn't be the month before an iPhone launch without a few back-and-forth rumors, with the latest debate concerning iPhone 14 Pro storage. iPhone 14 Pro render by Ian Zelbo While research firm TrendForce forecasted that iPhone 14 Pro models could start with an increased 256GB of storage, Haitong International analyst Jeff Pu today forecasted that the upcoming Pro models will continue to...
iPhone 14 Pro Purple Front and Back MacRumors Exclusive feature

iPhone 14 Is Just a Few Weeks Away: Three Tips to Prepare for the New iPhone

Wednesday August 10, 2022 4:08 am PDT by
The launch of the new iPhone 14 is just a few weeks away, meaning millions of iPhone customers will soon upgrade their existing iPhone or perhaps get an iPhone for the first time. Exclusive MacRumors iPhone 14 Pro renders by graphic designer Ian Zelbo Whether upgrading from an older model or this is your first iPhone, we've rounded up a few tips to help you prepare for the next flagship...
iPhone 14 Pro Lineup Feature Silver

Kuo: Apple to Increase Prices of iPhone 14 Pro Models

Wednesday August 10, 2022 8:22 am PDT by
Apple plans to increase the prices of iPhone 14 Pro models compared to iPhone 13 Pro models, according to analyst Ming-Chi Kuo. Kuo did not reveal exact pricing for the iPhone 14 Pro models. However, in a tweet today, he estimated that the average selling price of the iPhone 14 lineup as a whole will increase by about 15% compared to the iPhone 13 lineup. In the United States, the iPhone...
top stories 13aug2022

Top Stories: New Battery Percentage Icon in iOS 16, USB-C AirPods Rumor, and More

Saturday August 13, 2022 6:00 am PDT by
This week brought some shocking news for iOS 16 beta testers, with Apple bringing back the iPhone battery percentage to the status bar after a number of years. Other news and rumors this week included word that Apple has started recording portions of its media event planned for next month to introduce the iPhone 14 and Apple Watch Series 8, claims about iPhone 14 Pro pricing and Apple's...