28% Will Buy iPad® Air 2 Simply to Own Latest Model, Says Kensington

REDWOOD SHORES, California, October 22, 2014 /PRNewswire/ --

Apple's announcement of the new iPad Air 2 at an intensely scrutinized presentation will be fuel for tech editors for weeks to come, but even at this early stage, is it possible to predict how consumers will react? A survey commissioned by Kensington - manufacturers of a wide range of Apple-certified products, including iPhone and iPad accessories - suggests that Apple is likely to enjoy a positive reception when the new model reaches stores.

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Kensington's survey of over 1,000 customers - available in a condensed graphical form at Kensington.com/GiftYouriPad - asked respondents "what is most likely to drive you to replace your current iPad". Roughly 17% said they wanted a new processor while 8% said they were waiting to own a bigger iPad. Both features have been widely rumored for upcoming iPad models, the latter reinforced by the release of the iPhone 6 Plus in September. Improvements to the screen and camera were desired by 5% and 2%, respectively. A large share of the remaining respondents (28%) stated that "the desire to own the latest iPad" would fuel their intention to replace their current model.

Approximately 11% were simply looking for the right opportunity to gift an old tablet in favor of acquiring the new one. In fact, 73% of people intending to upgrade are preparing to gift their current iPad after they get their new tablet.

"While at first glance the research suggests that the majority of existing iPad owners will upgrade for minor reasons, what we're actually seeing is a growing number of consumers who desire to become a multi-device household," said Jim Murakami, Global Product Manager at Kensington. "We expect that those investing in the new iPad model won't just be doing so to benefit from the new tablet's features. They also want to free up their old tablet for use by another family member, giving them more time on their new primary device."

Indeed, four-fifths of all tablets to be gifted were likely to stay in the family. Additionally, 37% of gifted tablets were specifically going to children.

SOURCE Kensington