The iPad mini is Eating Away at Some Devices, But It’s Not What We Thought or Feared

Analysts predicted, and rightly so, that with the launch of the iPad mini, some people would opt for one of those over an iPad. While that’s turned out to be true to some extent, it’s not the iPad who should really be worried—it’s the Windows PC.

According to a Cowen & Co report, the iPad mini is replacing the iPad 4 to a degree, it’s really just capturing a market of consumers who were looking for a less expensive, and smaller, iPad to buy:

“The iPad mini creates more demand than it cannibalizes,” Cowen analyst Matthew Hoffman explained. “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.”
From: AllThingsD

From the “watch your back” department is this chart:

Cowen mini 2

AllThingsD didn’t link to the Cowen & Co report so I can’t determine if “Windows PC” means any machine running Windows (desktop or laptop) or just desktop machines, that’s an important distinction in my mind. Replacing desktop machines points to a whole paradigm shift of the “post-PC era”. Because while I love my tablets, and leave my MacBook Pro at home as much as I can if I go out and about—I still need a “real” computer for some tasks (not to mention store things). So if tablets are replacing desktops then we’re talking about people deciding that they really don’t need all the fuss and muss of a big computer. A tablet for email, Facebook, etc is just dandy. On the other hand if the we’re talking about laptops and desktops we’re looking at a shift in the portable market. The “I’m really sick of lugging this darn laptop around” segment figuring out that a tablet will work just fine on the go—if you have a machine to go back to at home/office.

I really wish we has a little more insight into that 42% figure. The Devil is in the details and this is a detail that could mean a lot of things depending on how you slice it.

So, to you…

Did you get a mini? Did it replace another device or is it augmenting your other tech?

 

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