Nielsen: People want to get the iPad; Surface low priority

As the holiday shopping season gets into high gear, there will likely be a lot of technology products that will be bought and given to others. Nielsen decided to conduct a survey of both US children and adults to see what gadgets they most wanted to buy over the next six months.

Among kids that were between the ages of six to 12, the survey indicated that 48 percent of them wanted the full size iPad. The new Nintendo Wii U console came in second on the "want" list for kids with 39 percent, followed by the iPod Touch and the iPad mini at 36 percent each. The Surface tablet from Microsoft was near the bottom of the list at six percent.

In the second survey group, with people that were 13 years old and older, the full iPad came out on top again with 21 percent. Some kind of computer was next on the list at 19 percent, followed by any tablet other than the iPad at 18 percent. The Wii U was next at 17 percent and the iPhone was fifth at 14 percent. Microsoft's Surface is near the bottom at three percent.

While it's not surprising to see the iPad on tops of both lists, the fact that the Surface is much lower in this survey could be a sign to Microsoft that demand for the new tablet could be lower than expected.

Source: Nielsen | Image via Nielsen

Report a problem with article
Previous Story

Cam Newton joins the Windows Phone 8 hype in new TV ad

Next Story

Firefox for 64-bit Windows OS canceled

76 Comments

Commenting is disabled on this article.

The general consumer considers other tablets to the ipad in similar respects that they do when thinking about a Lexus to a Civic. There is this persona that the ipad is a more luxurious item to have even if it has the same features as anything else.

A lot of products and services suffer from this. From jewelry to even stores. You think Tiffany's, you think luxurious or stupidly overpriced, whatever, it doesn't matter, the image is there and when you tell someone you got xx at Tiffany's or Trump store, they think envy or jelly.
When you think of Valve games, there is the tendancy to think highly of them, even if they put out a crappy game or charge too much for a good one. HL3 for $100, people would buy it based on the name title alone.

So when a new ipad comes out, they buy it based on the idea of it's prestige, even if its competition is comparable.

Anyway, the Surface is 16:9. not really very useable in a Portrait mode...I can't imagine

More hating against iPad with bullcrap reasons to "make it ok". People say this planet has no hope, that is true with all of the crap android and windows tablets.

It's the name most of them probably think iPad means Tablet and they wouldn't know the difference if you handed them an Acer Iconia or Samsung Galaxy Tab, they would be like yay I got an iPad.

Why would a child want a WART Surface device? kids know that Windows is old and boring and for getting work done, kids dont want to write documents and run spreadsheets, kids want to have fun with an iPad.

First off, this survey is rigged as in, if you look there is a Category for "tablet OTHER than iPad" and Surface is its own. Problem is, EVERYONE I have talked to, including store employees' and online ALL call the Surface a Windows tablet. They don't call them a surface. You have the iPad, and Android tablet, and a Windows tablet.. that's it.

Also find this a little interesting considering yesterdays article on the WSJ showed the exact opposite of this?

lomas said,
Ipad will replace PC in the future....

just like how typewriters previously being replaced by PCs..

I disagree.. Ipads have already been out for almost 4 years and still many people have to buy a computer as well to do many tasks..

When people started buying PC's over typewriters, they did not need a typewriter for some tasks because the PC replaced everything.. The ipad does not replace ever aspect of a PC

The same people that respond to these "surveys" are the same ones that want a "Samsung Surface Pad" with a click in keyboard.

You have to start somewhere. If people think Surface would even be half way up the list then they should pass along whatever it is they're smoking. It's ON the list and that's a good start. What is it with the generation of "if it doesn't immediately succeed then it's an absolute failure"?

laserfloyd said,
Just saw that first chart were kids being asked. Nuff said, lol.

Such a shame the iPad top ranks the adult list too huh?

Not a shocker. I really enjoy my iPad, but I have to defend Microsoft here since Surface is so new it hasn't even gained traction yet. The jury is still out on whether this device will be a success or not. It's not really fair to compare a mature product with years on the market to something brand new where we have yet to see more definite signs, such as by the holiday season.

I see some saying Surface has failed. It has barely even started to sell internationally.

Meanwhile, PC is on top-spots and will remain there, stagnant, for ever. No major increases/decreases, pretty standard demand. 'Genius' 'journalists' can keep killing PC as much as they want, like they did for many years with PC gaming.

MS will soon regret that they ignored a major part of its major user base. They suddenly forgot or... turned a blind eye because they think that they can keep using us as guinea pigs and experimenting. Win9 will come faster than we might think.

Surface failed and Windows 8 generally.

Edited by PC EliTiST, Nov 22 2012, 11:35am :

Ok, so according to this survey, people will only seek Apple products during the next 6 months, that despite Apple currently losing market share on both smartphones and tablets?, I wonder why we always get this type of analysis after a sudden drop on Apple's stocks.

Nothing to do with stock dropping and everything to do with the holiday buying season.

When it comes to devices, kids' holiday wish lists are simple this year. The most-wanted gifts are predominantly from one company

and i bet the Ipad was the 1st on the list of questions.

its a epic fail for a survey, seriously what were they expecting from that age group.
why would an 8 year old consider buying such expensive things,, did they take this
survey in a state/area of america whose parents have millions in the bank?

xSuRgEx said,
and i bet the Ipad was the 1st on the list of questions.

its a epic fail for a survey, seriously what were they expecting from that age group.
why would an 8 year old consider buying such expensive things,, did they take this
survey in a state/area of america whose parents have millions in the bank?


Haha, yes, the questions are a bit odd. But I don't think the disparity would be too great compared to the 15-18 range. The iPad is extremely sought after, that's simple fact. No ordering of questions will change that. But I attribute that so few want the Surface mostly to it being so new at this point. My sister has bought an iPad in part for her kids, but she sure wasn't pondering that the first few months after the release of the iPad 1. Establishing a product takes a while.

Northgrove said,

The iPad is extremely sought after, that's simple fact. No ordering of questions will change that. But I attribute that so few want the Surface mostly to it being so new at this point.

Good point, but I don't think that the main reason a majority of the people surveyed prefer the iPad over a Surface is because of the Surface being new. Like, I think as time goes on, more people will be interested in it as the platform matures, but the Wii U has only been out for 5 days in the States, and look how high it placed in the poll.

omgben said,
...but the Wii U has only been out for 5 days in the States, and look how high it placed in the poll.

Still the Wii brand has been around for a long time and the console is something people have been anticipating for over a year. The Surface as you know, is new, so it's still like comparing apples to oranges.

I'm sorry, they asked children aged 6-12 whether they are interested in purchasing AppleTV in the next 6 months? Who are these children that are a) aware of what each of these products actually is (besides the obvious gaming consoles, major phones, etc), and b) actually have the money themselves to buy them?

I can go up to my 9 year old niece today and say "Are you going to buy an AppleTV" and she wouldn't have a clue what I am asking. Ridiculous stats are ridiculous!

Also, this is base on US participants only, and we all know that different marks around the world clamour for different brands/devices. Go over to the eastern world and I doubt you'd see iPad at the top of that list. I wish these analytical companies would take the global market into consideration before stating what they think in one place applies to everywhere.

I have not had the inclination to buy a tablet till windows 8 came out. Not that i am the average consumer but DAYUM, really guys? an ipad? kill me now.

That's not surprising. Who even cares about the Surface RT at this point? I can imagine how the sales has hit rock bottom.

I was at Toyota dealer waiting for them to do service on my car. I was sitting and watching Netflix on my Surface. Lolz, a lady walked by and asked me what kind if iPad it was. For normal consumers, tablets is iPad ...

Poll looks accurate to me! Outside of these computer forums, most people could care less about a surface. Most will ask, "WTF is a Surface"? "Ianything" is the in thing and has been for a while. Like I said, Microsoft has a steep hill to climb. The teachers at my daughters school have Macs, every classroom has 15-20 iPads.

everything phone or pad in the news and even in school books nowadays in the US is referred to as iPhone, iPad etc. Most presentations showing electronics will display an iDevice. No wonder the kids know nothing else. tablet other than an iPad and every other tablet listed (including the Surface) are the same. People just chose (or reject) what they know best. Since they know the iPad it has to be something other than that. "What is a Surface? Isn't that the big table with a screen?"
What this statistic clearly shows is that Apple left a huge impression in the world of electronics and a generic device such as a smartphone is called iPhone or iPod by kids....Can't argue with their marketing strategies - apparently it works.

Face reality fellow Microsoft fans. I know they're making more hardware and all but I'm getting tired of the Apple style reality distortion field we're seeing around here these days. There is no need for us to make Microsoft a dogmatic religion like Apple. I'm someone who bought each style of Zune (frikkin Zune HD cost most of what a Surface costs), I had a Kin, and Windows Phone. But I spent 2hrs with Surface RT and I did not buy it.

a1ien said,
someone who bought each style of Zune (frikkin Zune HD cost most of what a Surface costs)...

So when did the Zune HD cost as much as a Surface? I bought one for $197.00 (without tax). Surface RTstarting costs are $499.00 without tax. Zune HD isn't even half that price.

What a retarded poll. Let's see the iPad has been out for how long? And the Surface for what, weeks? Who would do such an idiotic poll. Oh, wait, Nielsen.

There's always going to be an excuse isn't there? First it was "Wait until Windows 8/RT goes retail". Now it's "Wait until Windows 8/RT matures". In six months it becomes "Wait until the next major version". Gotta love it!

Ah, I see.

Nielsen has been doing polls like this during the holiday season for a while now. I think you find it retarded because the company you love to hate is at the top.

The people surveyed are more interested in buying a Wii U than any other console, and it has been out for 5 days. I have no trouble accepting that because I can't find one anywhere online (sans auctions), or in stores. The Surface placing low has nothing to do with how long it's been out compared to the iPad, and everything to do with the people being surveyed having little interest in buying it.

You can label me an Apple fanboy all you want, but that's just how it is. Sorry.

.Neo said,
There's always going to be an excuse isn't there? First it was "Wait until Windows 8/RT goes retail". Now it's "Wait until Windows 8/RT matures". In six months it becomes "Wait until the next major version". Gotta love it!

I think you don't understand the difference between a 'reason' and an 'excuse'. There's a reason 11 year old kids would rather have an iPad than a Surface. They've never heard of a Surface! They've all heard of the iPad, because it's been out for years. How is that an excuse? If things had been reversed, and the Surface had been out for a few years and the iPad was this new thing that just came out a few weeks ago, all the Apple zealots would be screaming a tantrum that this poll was unfair for the same reason.

.Neo said,
There's always going to be an excuse isn't there? First it was "Wait until Windows 8/RT goes retail". Now it's "Wait until Windows 8/RT matures". In six months it becomes "Wait until the next major version". Gotta love it!

Reminds me EXACTLY of the comments under windows phone posts here....wait until 7.5, wait until nokia, wait until wp8, wait until windows 8 comes out and unifies!

lol, denial

Right! I will be getting 3 Surface pros for my family. My younger brother will be getting two for his family. My friends will be getting the RT and Pro for their family.
I'm just saying....

Svggarden said,
Right! I will be getting 3 Surface pros for my family. My younger brother will be getting two for his family. My friends will be getting the RT and Pro for their family.
I'm just saying....

Can you buy me one? in pro pls

Dushmany said,

Can you buy me one? in pro pls

Sure, just give me your credit card number, and I will buy you a Surface pro when they are out.

I have yet to meet someone live who has a Surface tablet or likes Windows 8. So yeah the study is bogus just because you don't like the results. Usually studies suck but at least they get the general picture.

Atreus said,
I have yet to meet someone live who has a Surface tablet or likes Windows 8. So yeah the study is bogus just because you don't like the results. Usually studies suck but at least they get the general picture.

I have a Surface and like win 8, so one person at least in every group I associate with has one, so that means they're relaay popular. Stupid logic.

Oh and why do they have 'computer' but not just 'tablet'?...
Do people really get paid to come up with this stuff?

Graph is pure cr*p on one point, iphone tops the list followed by "Non iPhone smartphone" followed buy Android Smartphone" I mean what sort of tripe is that? I can bear the fact they split the iPhone and smartphones but Android and "other" smartphones? Considering the survey is 6-12 year olds I'd say that data is fairly skewed. Most adults wouldn't know whats what.

Doesn't matter about the surface, looking at that "survey" I'm thinking f*** the surface, what about humanity!! When I was 6-12 I didn't even care about tech gadgets. I was happy with lego and maybe if I was lucky a VHS/DVD. When I was 13 I got a tan for Christmas (Summer here of course)

I mean, 6-12 year olds that want smart TV's? That want smartphones? I'm surprised kids that age even know what an apple TV or surface is! Games consoles I can understand, don't approve but I understand. Bloody hell, what's the world come to?

Funnily, my Mum recently bought a tablet for my grandparents. She called it a Samsung Galaxy iPad (it was a galaxy 10').

I think many people use 'iPad' to mean 'tablet' in general. I wonder if their options in the survey came with pictures or just a text box to answer in...

God how I HATE these 'Analyst/survey' type articles. They seem only posted to get the flames going and certainly aren't informative.

headsoup said,
God how I HATE these 'Analyst/survey' type articles. They seem only posted to get the flames going and certainly aren't informative.

I know. Callaham needs to take a holiday vacation. Refresh his mind and unwind.

These stats and surveys are stupid and inaccurate. Were each of us asked? No. Do we know what questions were asked? No.

If you go to retailers (at least here in Canada), both at malls, tech stores and even the Microsoft Store and Holiday Store, there's lots of interest and I'm actually seeing people on the bus, in public places using laptops with Win 8 and even many Surfaces. The interest is there. The people surveyed are probably Apple-minded or in places where either is not promoted.

j2006 said,
These stats and surveys are stupid and inaccurate. Were each of us asked? No. Do we know what questions were asked? No.

If you go to retailers (at least here in Canada), both at malls, tech stores and even the Microsoft Store and Holiday Store, there's lots of interest and I'm actually seeing people on the bus, in public places using laptops with Win 8 and even many Surfaces. The interest is there. The people surveyed are probably Apple-minded or in places where either is not promoted.

I want Surface to succeed because I'm a fan of WIndows 8 but that doesn't mean I would brush away these results. Of course not everyone was asked, but I'm sure they tried to find a group that represents the demographic and it also large enough to draw conclusions from.

I also find it interesting how you are dismisive of these results based on a large pool of people, yet you base your own viewpoint on a couple of experiences. How does succes in your area equal succes nation or worldwwide?

I'd also like to add that Surface may very well be popular at the few places it is available, even if only 2% of the population is interested, if there are only a couple of retailers then those will still be crowded. Whereas iPads are available from techstores to supermarkets.

Having said that, I do think interest will pick up when the brandname has been established and the Surface's features are more well known. I'd also be interested in what percentage of people would answer the question 'do you know what a Surface is' with a 'no'. So I dont dismish the results but I think they need to be put into perspective.

j2006 said,
These stats and surveys are stupid and inaccurate. Were each of us asked? No. Do we know what questions were asked? No.

If you go to retailers (at least here in Canada), both at malls, tech stores and even the Microsoft Store and Holiday Store, there's lots of interest and I'm actually seeing people on the bus, in public places using laptops with Win 8 and even many Surfaces. The interest is there. The people surveyed are probably Apple-minded or in places where either is not promoted.


yes, they are stupid because u didnt like it

Albert said,
...for the rest of us who actually use our machines for real work rather than admiration, its proof enough that surface and win egg sucks.

Umm... I'm a super user doing lots of app and web development and lots of heavy graphic projects, and I don't have any issues with usability with Windows 8. Neither do many others. The general consensus is actually having patience to learn and get used to it, then you don't want to go back because you realize it's actually really well made. Yes, there are some aspects that can definitely be improved, but overall it's a superb OS that doesn't slow people with "real work".

Albert said,
"Windows 8 is "Terrible," Says Usability Expert Jakob Nielsen"

http://www.useit.com/alertbox/windows-8.html

i'm sure it won't convince any fanboys. but for the rest of us who actually use our machines for real work rather than admiration, its proof enough that surface and win egg sucks.

Well, I don't have the Surface (waiting for the Pro version) ... but I do have Windows 8 and I haven't noticed a hindrance in my productivity. I'm sorry you haven't discovered your way around it.

j2006 said,

Umm... I'm a super user doing lots of app and web development and lots of heavy graphic projects, and I don't have any issues with usability with Windows 8. Neither do many others. The general consensus is actually having patience to learn and get used to it, then you don't want to go back because you realize it's actually really well made. Yes, there are some aspects that can definitely be improved, but overall it's a superb OS that doesn't slow people with "real work".

Obviously not a super user that doesn't really do "real work"........

See, anyone can turn around and throw insults when someone elses opinion differs from theirs.

I think the UI has it's place, but it's not on non-touch devices, that is my opinion, I was never calling for an end to ModernUI, I was upset they removed choice, that was one thing Microsoft did over Apple that was good, they gave people choices, however limited some may have been there was choice, I see this as the first step to dumbing down the OS to fisher price levels, which any power user would be against, any real power user would want choices, otherwise how are you a power user? you're just a user at that point.

Albert said,
"Windows 8 is "Terrible," Says Usability Expert Jakob Nielsen"

http://www.useit.com/alertbox/windows-8.html

i'm sure it won't convince any fanboys. but for the rest of us who actually use our machines for real work rather than admiration, its proof enough that surface and win egg sucks.

He's such an awesome usability expert that his site usability is balls and he lies about the ability to open multiple windows in Windows 8.

Not he's not talking about Metro apps, but referring to the whole OS with that statement.

It's a flat out lie. I almost always have about 6 apps open, usually with 2 of them up, with a Metro app docked on the side.

Huh...impossible according to the expert.

If he gets that wrong (and his site is just horrendous) then why should I trust anything he says?

JaredFrost said,

Obviously not a super user that doesn't really do "real work"........

See, anyone can turn around and throw insults when someone elses opinion differs from theirs.

I think the UI has it's place, but it's not on non-touch devices, that is my opinion, I was never calling for an end to ModernUI, I was upset they removed choice, that was one thing Microsoft did over Apple that was good, they gave people choices, however limited some may have been there was choice, I see this as the first step to dumbing down the OS to fisher price levels, which any power user would be against, any real power user would want choices, otherwise how are you a power user? you're just a user at that point.

Did you hit your head really hard to write this crap? I'm a genuine power user (Visual Studio, Photoshop, Premiere, etc) and I do REAL WORK. Windows 8 has in NO WAY slowed down my productivity.

Shane Nokes said,

He's such an awesome usability expert that his site usability is balls and he lies about the ability to open multiple windows in Windows 8.

This. I'd cut my 2 hands off if I were to make a website like this

aviator189 said,

it's sad that you let others decide for you.

Is called "shared experience". I don't need to burn myself to know that fire is dangerous.

PmRd said,

Did you hit your head really hard to write this crap? I'm a genuine power user (Visual Studio, Photoshop, Premiere, etc) and I do REAL WORK. Windows 8 has in NO WAY slowed down my productivity.

I thought it was pretty obvious the first part of my comment was in jest, I guess it
wasn't obvious enough, and that's my fault, I apologize.

Though I'll have to disagree that using those softwares makes you a power user by default, it doesn't, it's how you use Windows, it's hardware and available software and at what proficiency someone uses them.

You do need to calm down a little, using Windows 8 seems to have you on edge.

PS: That's another joke by the way..

Albert said,
"Windows 8 is "Terrible," Says Usability Expert Jakob Nielsen"

http://www.useit.com/alertbox/windows-8.html

i'm sure it won't convince any fanboys. but for the rest of us who actually use our machines for real work rather than admiration, its proof enough that surface and win egg sucks.

Fact: If Windows 8 hinders your ability to work then you need to reevaluate how tech savvy you think you are.

I had to break away from actual productivity to come and write this.

Shane, his site does suck, lol. And he is dead wrong about multiple windows and a few other things. But he does make good points. I don't know about the flat style being the cause, but discoverability is somewhat of an issue as is usability.

Microsoft needs this criticism, and it needs it now. Right now on the whole, Windows 8, the apps, and the ecosystem just aren't good enough for general consumers IMO. For business' I think it's fine, and the Surface is great!

For general consumers, right now it can be of headache with no apparent/immediate benefit.

Clearly, it has upside, but a lot of work needs to be done, quickly, and ignoring the flaws and shortcomings won't speed that up. Microsoft has moved in a necessary direction but they are not listening to their customers and they need to find a way to do both.

They also need to demand more excellence in a finished product. Their internal culture wars are showing in their Windows 8 product line, and it ain't always pretty.

Just get adjusted to the new Start Menu, which is so similar to how you navigate iPhone screen of icons, DUH!

For mouse users, corners do cool stuff, just like in OSX, so DUH, what's the problem there?

Learn once, and you're all set.

NEWS: Some Diablo 3 players complained, it's different than Diablo 2; wants Diablo 3 to be exactly like Diablo 2. /s

MorganX said,
Microsoft has moved in a necessary direction but they are not listening to their customers and they need to find a way to do both.

This is one of the reasons they got rid of Steven Sinofsky. We should expect Microsoft to get back to listening to their users.

Albert said,
"Windows 8 is "Terrible," Says Usability Expert Jakob Nielsen"

http://www.useit.com/alertbox/windows-8.html

i'm sure it won't convince any fanboys. but for the rest of us who actually use our machines for real work rather than admiration, its proof enough that surface and win egg sucks.

1. Look at the design of that website. I don't think he has the right to pass judgement on the usability of someone's product.

2. I can't take your opinion seriously if you immediatly judge everybody who likes Surface as a fanboy. Clearly there is no reasonable discussion possible with such a mindset.

j2006 said,

Umm... I'm a super user doing lots of app and web development and lots of heavy graphic projects, and I don't have any issues with usability with Windows 8. Neither do many others. The general consensus is actually having patience to learn and get used to it, then you don't want to go back because you realize it's actually really well made. Yes, there are some aspects that can definitely be improved, but overall it's a superb OS that doesn't slow people with "real work".

Is it a bird? Is it a plane? No..!! It's... SUPER USER!!!

Lol. Sorry

I'm sorry without knowing exactly how they asked the question, and what question they asked this "survey" is worth C**P! Next time you see your non-technical savvy family members ask them to describe what an iPad is or if you have a non-iPad show it to them and tell them its an iPad. Most non-technical people think all tablets are iPads.

TechGuyPA said,
...

Exactly... For lot of people, ipad means Tablet. So, Surface is an ipad.
This only shows how Apple made an OPA on people brain... And how Nielsen is obviously dumb, playing with that words to get Microsoft into trouble.

Wireless wookie said,

Exactly... For lot of people, ipad means Tablet. So, Surface is an ipad.
This only shows how Apple made an OPA on people brain... And how Nielsen is obviously dumb, playing with that words to get Microsoft into trouble.

Yea, I know people that call their Playbook an iPad, they know it's not really an actual iPad, but iPad seems to mean tablet to a lot of people.

For the consumer crowd, Surface won't cut it right now. It's just not there. The core apps need work, and there's just not enough consumer apps of quality IMO. For business, it's fantastic.

People know what they want, they know what they want to use and how they want to use it. Though I personally have no use for my iPad now that I have a Surface, for most people I would still recommend an iPad. MS has a long way to go here.

It's like asking people "What do you blow your nose with?" and they all respond "kleenex". Very little of those people actually use kleenex brand today.

I call it a facial tissue, thank you.

underthebridge said,
It's like asking people "What do you blow your nose with?" and they all respond "kleenex". Very little of those people actually use kleenex brand today.

A note? crap! Thank god for the 30 return policy!

Dushmany said,
They can 'want' an iPad all they want, what they'll get is a Note AND LIKE IT!