PC Sales Decline. Don’t Blame the iPad.
computer sales is the
result of the popularity
of the Apple iPad and
other tablet devices
is not really correct.
Only 14 percent of early iPad adopters (those owning
a device for six months or more) stopped using a personal computer, while only
12 percent of those who bought an iPad during the Christmas holiday season
did the same, according to research from The NPD Group. The same study found
cannibalization of netbooks was down 50 percent among the holiday shoppers.
why has PC sales growth slowed?
“The explosion of computer sales when Windows 7 launched, as well as
the huge increase in netbook sales at that time, are much more to blame for
weak consumer PC sales growth than the iPad,” said Stephen Baker, vice
president of industry analysis at NPD, in a press release. “Overall it
appears that the vast majority of iPad purchases to-date have been incremental
to the consumer technology industry.”
How big an incremental lift have
According to NPD, the answers are in the billions of dollars.
Nearly 75 percent of consumers who bought an iPad for themselves did not plan
to buy another device, which according to the research analysis, made all of
those purchases incremental.
The iPad market has also brought added sales in
accessories. The one disappointing area has been in 3G sales. Most consumers
are not looking to purchase a wireless plan to go with their iPad.
“Consumers just do not see the utility in 3G connectivity,” said
Mr. Baker. “There’s an added expense for the device and for the service,
something a majority of iPad owners aren’t willing to pay. Since most iPads
rarely venture away from home, the value of a 3G connection is likely to diminish,
especially as other tablets enter the market and pricing starts to fall. When
every penny counts, features that aren’t core to the user becoming increasingly
marginalized as manufacturers fight for every sale.”
- NPD: Consumer PC Market May Be Weak But It Isn’t Because of the iPad – The
- iPad Owner Study II – The NPD Group
Discussion Questions: Will tablet devices eat into personal computer sales in the future even if they have not done so to a great degree so far? What do you see as the future of individual computing devices and what will this mean for retail?