NPD: Satisfaction higher among early iPad adopters

The NPD Group has released several new pieces of information from its second in a series of surveys about the iPad. The study found that customer satisfaction was higher among early adopters of the iPad—those who purchased the device in its first two months of availability—than those who purchased their iPad more recently, with 80 percent of early adopters very satisfied with the device, compared to 65 percent of more recent purchasers. Interestingly, this wasn’t the only metric in which the early adopters differed from new owners; early adopters were 44 percent more likely to watch YouTube videos, 50 percent more likely to watch movies, 60 percent more likely to watch TV shows, and 38 percent more likely to read e-books. Early adopters were also slightly more likely to be Mac owners, with 50 percent owning Macs compared to 45 percent of later purchasers. Overall, 38 percent of iPad users also own an iPhone, only 13 percent said they purchased an iPad instead of a PC, and 24 percent said the iPad replaced a planned e-reader purchase. NPD’s online survey was conducted in August amongst more than 500 adult iPad owners.