When the iPad mini was announced in October, many of us began wondering how it would affect the sales of the full-sized iPad. The compact, thin-as-paper tablet started selling well right off the bat, with some of the minis selling out in mere minutes.
It seemed like the lower cost mini might overtake a good portion of the Retina iPad’s customer base, but according to a new survey from Cowen and Co., that isn’t going to be a problem after all.
While the iPad mini is guaranteed to attract some potential iPad customers, it looks like the small tablet might actually co-exist with the full-sized iPad, stealing only a small portion of its sales.
Cowen surveyed 1,225 adults in the United States, and the results revealed that 12 percent of those people were planning to purchase an iPad mini in the next 18 months. 52 percent said they had not owned a tablet before, and of those who did have another tablet, only 16.6 percent said that they intended to replace the iPad.
Instead, the majority of those replacing another device with the iPad mini are replacing the Kindle Fire, at 13 percent, and a Windows PC, at 42 percent.
“The iPad mini creates more demand than it cannibalizes,” said Cowen analyst Matthew Hoffman. “Since 52 percent of the mini intenders in our sample did not own a tablet of any type, we see it successfully positioned as likely to penetrate new entry-tier segments. … Mini will no doubt take some iPad “4” sales, but its low price also looks like an important tool to capture new consumers’ attention.”
The iPad mini is not being purchased as an iPad replacement, and is instead being bought as a standalone product by people who have not owned a tablet before.
The full sized iPad may be safe, but It looks like competing Android products and Windows PCs better be on the lookout for the hungry iPad mini.