The Size of the Market: Who Will Buy the iPad? – 20 Million Consumers, That’s Who

by Viki Forrest, CEO ANZA Technology Network

Every now and again I’m reminded about the size of US market vs. the size of the Australian market in terms worth pointing out. Having worked with hundreds of Australian CEOs who want to find out more about whether to do business in America, I often say what a great test market Australia is for the US. If your innovation makes inroads in the Aussie marketplace, multiply that customer base by 10-15% and consider the possibilities that await you in the US market.

Since iPad pre-sales started earlier this month, reports have been mixed from an American consumer point of view. Newsflash: Not every American is going to buy an iPad. If Apple was planning on 300 million sales in 2010, they’re going to fall quite short of that mark. But one mark they will hit, according to Mashable is 9% of consumers surveyed indicated they are likely to buy an iPad in the next 6 months.

What does 9% of American consumers translate to? More than 20 million people over the age of 18, that’s who. Or, roughly the equivalent of the entire population of Australia.

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