Family Consumers Hold Key to iPad Success

'Optimistic Rangers' Could Boost UK Market to 7 Million by 2015

LONDON, May 27, 2010 - Gadget geeks will be first in line at the UK launch of Apple's iPad but a
critical demographic of entertainment-hungry family consumers holds the key
to mass adoption, says international consumer research specialist
Intersperience.

Intersperience Chief Executive Paul Hudson said: "Contrary to popular
belief the key to mass adoption of the iPad will not be its role as a mobile
device but its use in the home for leisure and entertainment. If Apple wins
over the consumers we class as 'Optimistic Rangers', we believe the potential
UK market for iPad and similar devices could exceed seven million by 2015."

Intersperience has researched consumer attitudes towards the internet and
online usage patterns and identified a group called 'Optimistic Rangers'
which currently represents around 22% of the adult online population. They
possess a relatively high degree of web literacy, are adept at multi-tasking,
and embrace new technology challenges confidently.

Hudson said: "The iPad will mark a sea-change in how people access the
internet in the home and Optimistic Rangers will be at the forefront of
this change. Some analysts have predicted that the iPad will struggle
because it's neither a PC, a laptop nor a mobile - but this is missing
the point. The reason it will succeed is that it's the first device that
truly fits with the lifestyles of families and the new ways they want to
use the internet."

Hudson added: "The iPad launch is part of a chain of events that is
redefining how consumers interact with the internet. To predict which devices
will gain mass adoption requires an understanding of how consumers are
adapting to the evolving role of the internet and rigorous analysis of their
behaviour, not just a technical review of the device."

Currently consumer behaviour when using mobile internet devices is
characterised by extreme micro use in short sharp bursts for problem-solving,
fact-checking or quick communication updates. Hudson believes the iPad could
see a major shift in usage patterns to embrace a wider range of tasks, with a
greater emphasis on entertainment.

Intersperience also identified a key consumer group it defines as
'Informed Rejecters' which could prove a hard sell for not only the iPad but
other mobile internet devices. Ironically, this group is defined as being the
most technically-literate, with a strong attachment to the internet and easy
access to mobile internet devices.

Hudson said: "Informed Rejecters may appear to represent the ultimate
marketing sweet spot for new mobile internet devices like the iPad but our
research found that only 37% of this group find mobile internet useful with
the majority showing a marked resistance to using mobile devices to go
online. The real sweet spot is families looking for a device which delivers
an enhanced entertainment experience in the home."

NOTES TO EDITORS

Intersperience Chief Executive Paul Hudson is available for interview.

Intersperience produces research papers, updates and newsletters on
consumer issues and has particular expertise in consumer attitudes towards
the internet and customer service.

Journalists wishing to subscribe to Intersperience reports can sign up on
the company's website www.intersperience.com/letter.asp

About Intersperience:

Intersperience is an international consumer research specialist with
expertise in consumer behaviour, experience and attitudes. The team, which is
headquartered in Cumbria, has more than 25 years experience in analysing
consumer behaviour. It employs a range of interpretative models and
frameworks including a proprietary online research platform. Intersperience
has significant global expertise and an international research hub at
Lancaster University which conducts research in more than 60 languages as
well as associates in major global markets. Intersperience is an expert in
how technology impacts on consumer behaviour and multi-channel customer
service strategy. Clients include: The British Council; General Motors;
Iceland; Samsung; ScottishPower; and William Hill.

    For more information:
    www.intersperience.com
    Tel: +44(0)15395-65450

    Media Contact:
    Valerie Darroch, tel +44(0)7970-737708
    Email valdarroch@googlemail.com .

Media Contact: Valerie Darroch, tel +44(0)7970-737708, Email valdarroch at googlemail.com .