Digiscan Ipad begium 6 5 2010

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46% des Belges de plus de 18 ans affirment connaître l’existence de l’IPad d’Apple. Mieux, 80.000 d’entre eux déclarent vouloir l’acheter dès sa sortie en Belgique, prévue très prochainement courant de ce mois de mai 2010. Ces chiffres sont issus de l’étude Digiscan, une initiative de l’agence de Communication Digitale FastBridge (MediaBrands), qui porte sur un échantillon représentatif de la population belge (18 ans et plus) de 1.050 personnes.

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Digiscan Ipad begium 6 5 2010

  1. 1. Digiscan II<br />- Ipad -<br />by <br />
  2. 2. Methodology<br /><ul><li>Method: CAWI (Computer-Assisted Web Interviews) online monadic questionnaire. Invitation via email.
  3. 3. Field: IVOX – panel
  4. 4. Field period: 19/04/10 - 23/04/10
  5. 5. Incentive: a lot of differentprices to win</li></li></ul><li>Methodology<br /><ul><li>Target: Belgian population 18+ y.o.
  6. 6. Respondentswereinvited in a representativeway (to the belgian population - CIM ‘09) in terms of age-group, gender and language.
  7. 7. The results in this report are weighted on those 3 variables.
  8. 8. Sample size : N=1050 (N=630 NL & N=520 FR)
  9. 9. Max error range on a 95% confidence level: - 3.0 % on a total level - 3.9 % within NL language-group - 4.3 % within FR language-group</li></li></ul><li>Who knows this new tablet in Belgium ?<br />N : 1050<br />
  10. 10. Who knows this new tablet in Belgium (S.D. aff.) ?<br />N : 485 – filter on « Yes » item<br />
  11. 11. Purchase intention ?<br />N : 1050<br />
  12. 12. Purchase intention crossedwith ‘Ipad’ knowledge(Y/N) ?<br />Yes<br />No<br />N : 1050<br />
  13. 13. REGIO<br />REGIO<br />EDUCATION<br />EDUCATION<br />AGECLASSE<br />AGECLASSE<br />GENDER<br />GENDER<br />LANGUAGE<br />LANGUAGE<br />Purchase intention – affinity by Socio-Demo ?<br />N=85<br />N=189<br />
  14. 14. REGIO<br />REGIO<br />EDUCATION<br />EDUCATION<br />AGECLASSE<br />AGECLASSE<br />GENDER<br />GENDER<br />LANGUAGE<br />LANGUAGE<br />Purchase intention – affinity by Socio-Demo ?<br />N=458<br />N=309<br />
  15. 15. Why to buy an Ipad ?<br />*<br />No <br />sign. <br />Diff.<br />*<br />*<br />N : 283 – filter on 3 items : ‘Interest but wait’, ‘certainlywhenavailable’ and ‘hesitation’<br />
  16. 16. Why not ?<br />No <br />sign. <br />Diff.<br />*<br />N : 852 – filter on 3 items : ‘No interest’, ‘interest but no’ and ‘hesitation’<br />

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