SOURCE: Technology Business Research Inc.

Technology Business Research Inc.

September 16, 2010 06:03 ET

Oops, Steve Jobs Did It Again: Apple's iPad Will Disrupt the PC Market by Creating a New Usage Model

TBR's Report on Tablets Measures the Impact of a Third Personal Computing Device

HAMPTON, NH--(Marketwire - September 16, 2010) -  A recent study by leading market research firm Technology Business Research, Inc. (TBR) finds that the tablet will displace many consumers' secondary PCs, creating a third major device category for personal computing and connectivity. The study points to the success of Apple's iPad as a demonstration that the consumer seeks quick, easy e-mail and Web access via a device that features more portability than a laptop PC while providing instant-on and more usability than a smartphone. Although laptop PCs will lose some ground to tablets, TBR believes the market will support all three device styles for computing and connectivity, including the laptop, tablet and smartphone.

"The rise of tablets is a clear signal of consumers' desire for different forms of information consumption. Tablet devices, such as the iPad, will shake up the personal computing ecosystem and the PC market," said Ezra Gottheil, Senior Analyst at TBR. "Tablets will displace sales of consumers' secondary laptop PCs, while their primary PC will continue to maintain its role for tasks such as document creation, storing files, and editing photographs. The majority of consumers will still own a PC two or three years down the road, but they will increasingly leverage other devices for computing and web access needs."

TBR's iPad & Web Tablet Buyer Study surveyed 500 United States-based iPad owners and future buyers, who plan to purchase an iPad in the next six months. Key findings include:

  • About a third of buyers replaced or will replace their PC with the iPad.
  • Almost half of buyers use their iPad as their primary computing device.
  • More than 80% of buyers stated the iPad met or exceeded expectations.

The TBR iPad & Web Tablet Buyer Study report documents the emergence of a third connectivity device in the consumer arsenal. The tablet category will be a vital piece of the computing ecosystem.

"The tablet device will rapidly establish itself as a powerful information consumption device in both the consumer and business markets," said TBR President Jon Lindy. "All those in the computing ecosystem must keep the tablet in mind when putting together their strategies for 2011 and beyond."

Survey data included:

  • Respondent demographics and technology profiles
  • Purchase criteria and purchase process
  • Device usage and anticipated usage
  • Satisfaction and desired improvements
  • Attached purchases

NOTE TO EDITORS: Example source description: CBQ Senior Analyst Ezra Gottheil (, analyst, Technology Business Research, Hampton, NH. You have permission to quote directly from this document.

Technology Business Research, Inc. is recognized as one of the leading high-tech market research and consulting firms specializing in the analyses of computer, software, networking equipment, wireless, portal and professional services companies, as well as customer satisfaction studies.

Contact Information

    James McIlroy
    Vice President

    Ezra Gottheil
    Senior Analyst

    Technology Business Research, Inc.
    11 Merrill Drive
    Hampton, NH 03842