The iPad may be branded as magical and revolutionary by Apple but new research on UK consumers concludes that it will struggle to have the impact of the iPhone. Is the study right or are the researchers just talking to the wrong man in the street?

Research agency Simpson Carpenter has produced a report on the iPad which concludes: “It occupies too much territory already covered by smartphones, PCs, laptops and traditional media to find enough rational argument to justify taking the plunge.”

Simpson Carpenter claims its focus groups show the iPad will struggle to become a mass market hit like the iPhone and that consumers think it’s cool but not cool enough to pay the iPad UK price.

The report is littered with comments from participants concluding that the iPad is “just a big iPod Touch…a big iPhone without the phone”. They’re familiar criticisms but are they right?

Our iPad UK review shows we were taken with the Apple tablet. A second group in the Simpson Carpenter study identified as the “impulsive minority” agreed with us. They said they didn’t need the iPad but had to have it. For them it wasn’t “about function, compatibility or improvement but raw appeal”.

In the US, iPad sales outstripped the records set by the iPhone and there have been shortages which were partially responsible for our long wait for the iPad UK launch. 1m iPads sold surely makes a good case for the tablet going mainstream.

Let us know: is the UK different to the US when it comes to gadget lust? Do you see the iPad going mainstream or is it going to appeal purely to the tech savvy?

Due May 28 | from £429 | Apple (via Simpson Carpenter)

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  • Joel

    That’s a big call to make after conducting just 4 focus groups – especially considering the iPad marketing assault hasn’t started yet.

    I’m not a huge iPad fan myself, but until the benefits of owning one are properly communicated to people, is it surprising appeal is limited to those early adopters who are likely to be a bit more clued up?

  • http://www.techfruit.com Tim [techfruit]

    I don’t know – I have been massively surprised about the sales in the US, but I imagine the plateau coming pretty soon there. I would love an iPad, but it is little more than a beautiful and light media consumption device, which on this side of the pond is pretty expensive.

    It can’t replace the laptop as from all reports typing on it is less than easy, and the shape does not lend itself to typing anyway. It also can’t replace the phone as it isn’t small enough to fit in your pocket, and yet it does little more than on offer with the iPhone (just bigger and prettier as I said). It’s more expensive than a decent laptop, and offers less – unless you have the spare money I just don’t see a reason to buy – and that limits the market massively.

  • Tim

    I am not surprised, I would like to think that we in the UK have a bit more commom sense than our American cousins. – Its a poor device and there is no need for it what so ever, and certainly not at that price.

  • Simon

    As an iPad owner (I had the good fortune to purchase one on release in the US), I must say the headline above is a little premature. While there are some limitations to the iPad, it is and will be a revolutionary piece of tech. I am currently using the iPad for a range of purposes but critically it’s most useful when I can’t be bothered to cart round my macbook to meetings or to deliver presentations. It will never replace my laptop but is perfect for those who spend long periods away from the desk but still require the capacity to watch movies, listen to music, email etc without the worry of forgetting your main piece of kit after a few bevvies in the pub… :)

  • Darren

    I could buy an iPad, it would impress my friends but most of us who carry around iPods or iPhones really don’t want to carry around a device that has to go in a bag. It will suit the sort of people ‘Simon’ is talking about but most of us just don’t need it. I expect amongst Londoners they’ll be a big takeup, as with first iPhone but for ordinary people it’s just not useful enough for the price. Halve the price and we’d all have one!

    • http://www.electricpig.co.uk Ben Sillis

      I saw someone walking around using an iPad for the first time this week – the invasion has begun.

  • timbo

    Makes no sense at the price they are charging. Compare it with other tablet/laptops and it is not even close in specification or connectivity, they claim it to be the greatest web surfing experience, with no adobe flash it just can’t be. I think consumers have swallowed the Apple hype and will regret their decisions soon after purchase. I bet in six months you will be able to pick on up on ebay for very little, they won’t hold their price. Having said that I would buy one for say £200 max.

  • Tim

    I have to agree with timbo – £200 max and thats for the top 3G model!

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