• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

As U.S. Treasury intervened in the bond market, the Netherlands rushed 86 tons of gold out of America because of ‘geopolitical unrest’

2

'Critical employees will begin to retire': Trump’s new pay plan will deny most federal roles a raise, and it has workers warning of a retention crunch

3

New LA Angels owner Stan Kroenke is quietly America's largest private landowner, boasting 2.7 million acres and besting Bill Gates and Jeff Bezos

1

As U.S. Treasury intervened in the bond market, the Netherlands rushed 86 tons of gold out of America because of ‘geopolitical unrest’

2

'Critical employees will begin to retire': Trump’s new pay plan will deny most federal roles a raise, and it has workers warning of a retention crunch

3

New LA Angels owner Stan Kroenke is quietly America's largest private landowner, boasting 2.7 million acres and besting Bill Gates and Jeff Bezos

Survey: 18% likely to buy Apple’s tablet

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
January 21, 2010, 11:17 AM ET
Google source logo
Add Fortune on Google for similar content.

Interest among ChangeWave’s early adopters compares with the first Intel Macs



Click to enlarge. Source: ChangeWave Research

Adding to the pre-tablet buzz, ChangeWave Research issued the results Thursday of a survey gauging consumer interest in the new Apple (AAPL) device expected to be unveiled at next Wednesday’s “latest creation” event.

Asked how likely they would be to buy an ‘iSlate’ if-and-when it becomes available, the 3,314 respondents answered as follows: 4% said they were “very likely” to buy one and 14% “somewhat” likely.

As ChangeWave’s Andy Golub and Paul Carton point out, the results are strikingly similar to a 2005 survey about Apple’s switch to an Intel (INTC) chip. In fact, as the bar graphs above show, the percentages were precisely the same.

“Apple’s switch to the Intel chip widely broadened the Mac’s appeal to consumers and proved to be one of the great moves in Apple history,” they write. “Five years later, our ChangeWave survey shows similarly high levels of pre-launch excitement for the Mac Tablet.”

ChangeWave’s news on the Mac front, however, was not so good.

Although PC buying among the survey’s respondents was up sharply — thanks presumably to the release of Microsoft’s (MSFT) Windows 7 — MacBook purchases were down sharply.

A total of 15% of the respondents in the January survey bought a laptop in the past 90 days and 8% a desktop – the highest combined level of the past two years. But MacBook purchases in the same period dropped from 24% to 17%.

The two charts below tell the story.



Source: ChangeWave Research


Source: ChangeWave Research

The authors still expect Apple to report “solid” holiday MacBook sales in its quarterly earnings report next Monday. However, they add:

“The survey results also suggest that an X factor may be coming into play – – and that some potential Mac laptop buyers may have already begun delaying their purchases short term in order to wait for the ‘iSlate’ release before they make their final decision.”

It should be noted that respondents to ChangeWave surveys are not typical consumers. They are drawn, according the ChangeWave Alliance website, from “a worldwide group of 20,000 highly qualified business, technology, and medical professionals … who spend their everyday lives working on the frontline of technological change.”

You can read the full report on ChangeWave’s January survey here.

[Follow Philip Elmer-DeWitt on Twitter @philiped]

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon
Google source logo
Add Fortune on Google for similar content.

Latest in


Most Popular

Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

    Latest in


    Most Popular

    © 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
    FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.