An online survey conducted by YouGov in the days following the launch of Apple’s iPad shows that awareness of the product is high but that there remains some confusion about its features and capabilities. Will this stop marketers from getting on board?

While 70% that were shown an image and provided with a brief description of the Apple iPad claimed to have heard about it, which is good news. But many were unsure of how to approach the new product and what they would use it for.

A large majority of respondents recognized that the iPad can send and receive emails (68%) and that it can connect to the internet via wifi (65%).

The e-reader capabilities of the product are also well recognized with almost two thirds (64%) of respondents expecting to be able to read electronics books and magazines on it.

Apple is famous for its lack of advertising and marketing activities in the lead up to the launch of its new products. It creates hype and buzz without ever confirming what it is doing, which in the past has been hailed by marketers. But this time, it could actually hurt Apple.

Marek Vaygelt, Head of Technology and Telecoms Consulting at YouGov points out that misunderstanding of the iPad’s operating system capabilities is greater among existing Apple customers.

He said that “Apple customers who own three or more Apple products have a very high awareness of the iPad but are way more likely than the population as a whole to believe it has a multi-tasking operating system. While this is a software rather than a hardware feature it suggests Apple’s core market might want to wait for an upgraded version.”

Despite this misunderstanding, while 7% of the survey’s respondents believe they will probably or definitely buy an Apple iPad, 23% of owners of three or more Apple products believe that they will definitely do so.

With 40% of British adults owning at least one Apple product, YouGov estimates that the vast majority of Apple iPad sales will come from existing Apple customers with iPhone and Apple iMac customers the most likely purchasers.

The company has done well to ensure it has a following of loyal brand advocates but will it be enough to guarantee the success of the iPad?

Perhaps what will really sell the iPad to new consumers is the apps that will be available. The only problem now however, is that no one has come up with anything compelling enough to capture the imagination of potential users.

It’s an open platform for marketers though, and we’re eagerly awaiting to see what they can come up with.

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