Apple's iPad Mini strategy is working

Posted by Trent Nouveau

A recently conducted survey seems to indicate that Apple's strategy of launching an iPad Mini alongside its regular sized tablet lineup is paying off.

According to Morgan Stanley analyst Katy Huberty, although iPad Mini sales are clearly cannibalizing some full-size iPad shipments, concerns over this trend are mostly "overblown."

Indeed, the survey determined that Cupertino's iPad Mini has accounted for 34 percent of planned iPad purchases, making the 7.9-inch tablet a "key demand driver" for the platform.

Interestingly, the iPad Mini is currently attracting slightly fewer new users than the full-size 9.7-inch tablet.

And as AppleInsider's Neil Hughes points out, while 47 percent of iPad mini buyers said they were new to the platform, 56 percent of those buying a 9.7-inch iPad were fresh customers.

The survey also determined that Apple is currently expanding its tablet install base faster than any other industry heavyweight, although its shipment share is expected to stay flat at 50 (within the US) in 2013.

Unsurprisingly, survey respondents confirmed that Apple maintains the "strongest" retention rate in the industry, with 81 percent of iPad owners saying they will stick with Apple.

And last but certainly not least, 7 percent of Amazon Kindle Fire owners said they planned to switch to an iPad, two percent of Samsung tablet owners said they wanted to purchase an Apple tablet, while 36 percent of those with no tablet also said they plan on buying an iPad.