Four Out Of Five Americans Won’t Consider A Microsoft Surface

Four Out Of Five Americans Won’t Consider A Microsoft Surface

Majority of Americans won’t even consider buying a Microsoft Surface.

According to a poll conducted by discount site CouponCodes4u, less than one-quarter of American consumers will consider buying Microsoft’s newly unveiled Surface. The discount site used the poll to study the overall tablet space and to determine brand awareness and perceptions across the U.S. market. It found that only 22% of respondents would consider buying one of the Surface tablets.

The survey, which was taken by 1,578 Americans in the 21 to 35 age bracket, also found high brand loyalty among tablet owners for both the iPad and for Android.

Respondents that answered yes to owning a tablet were asked to identify which device they currently owned. The iPad was most common (55%), followed by Android (23%), and RIM’s PlayBook (12%). When asked if they would consider swapping their current tablet for Microsoft’s Surface, 59% said that they wouldn’t, with 41% citing brand loyalty as the primary reason to stick with their current platform.

Folks who don’t already own an iPad or other tablet were also disinterested in the Surface. Asked which tablet they would buy, 41% said the iPad would be their preferred device, followed by Android (28%). Only 22% said they’d consider a Surface. Just 5% said they’d opt for a PlayBook.

When asked how they felt about the Surface, one-quarter of Americans (26%) said they felt that Microsoft was too late to the mobile market in general and to the tablet market in particular. Even so, 45% did say that they “liked the initial look and specs” while 15% said that Microsoft and technology media hadn’t provided enough information or positive reviews to consider the Surface.

Microsoft unveiled the Surface tablets on Monday. The ARM-based Surface model running Windows RT is seen as a direct challenge to the iPad’s dominance of the tablet market in consumer, business, and education markets.

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  • DekarMedia

    313,781,542 Americans (U.S. Census number)
    sample size 1,578
    Which equals to .000005 of our total population
    I think there are some falsies in this poll…

    I have almost every form of Apple technology but seriously?

  • Ed_Kel

    Kind of off topic here, but I believe the Surface is to Microsoft as the Nexus is to Google. If anything, this prototype will be short lived and more of a foundation for other manufacturers to build from.

    Back to the article’s main statement; I don’t think it matters how many people will consider or not because the tablet that Microsoft unveiled the other day may never come to fruition, or at least in the way that we all assume.

  • MarcusRodrigues

    come one, kinda dubious source! time to take the fanboy hat out for a sec.

  • ksuyen

    insert: Poll that favours non Apple products
    reaction: All POSITIVE
    insert: Poll that favours Apple products
    rection: ALL NEGATIVE – to the extent of illogical statements

    Seems like it has been the trend lately.

  • Paragraphics

    Because so many people want and need Microsoft Office, the Microsoft Surface (even though it’s probably bad as most Microsoft stuff) has a decent chance of survival in the business word, because it runs (or will run when it actually is available for sale) the Microsoft Office suite. Of course there are Office wannabes all over the place, but sometimes only the real Office can do the job smoothly. If the Microsoft Surface is any good at all, and if runs the Office suite with no problems, and if Microsoft drags their feet on creating an Office app for iPad, this device could actually be a real competitor of iPad…especially in the business world. And it was in the business world where Microsoft broke Apple’s back in the 1980s and established the dominance Microsoft still has over Apple.

  • aardman

    313,781,542 Americans (U.S. Census number)
    sample size 1,578
    Which equals to .000005 of our total population
    I think there are some falsies in this poll…

    I don’t think you know much statistics. There might be problems with this survey (primarily biased sampling) but sample size isn’t it. 1578 is a decent number.

  • gago
  • Justin Gilbert

    I’m an Apple Fanboy and even I consider this pole a joke. Its about as reliable as polling done 2 years before an election on who will win. Its done all the time and rarely does it have any merit. The surface hasn’t been released, no tech specs have been released, no pricing has been released. Thinking some opinions might change after time.

  • Andrew John

    Because so many people want and need Microsoft Office, the Microsoft Surface (even though it’s probably bad as most Microsoft stuff) has a decent chance of survival in the business word, because it runs (or will run when it actually is available for sale) the Microsoft Office suite. Of course there are Office wannabes all over the place, but sometimes only the real Office can do the job smoothly. If the Microsoft Surface is any good at all, and if runs the Office suite with no problems, and if Microsoft drags their feet on creating an Office app for iPad, this device could actually be a real competitor of iPad…especially in the business world. And it was in the business world where Microsoft broke Apple’s back in the 1980s and established the dominance Microsoft still has over Apple.

    Quite a lot of ifs there. As for MS breaking Apple in the 80′s, it was done with Apples own GUI code, stolen outright by MS. If they hadn’t gotten their hands on Apple’s OS code, there would be not Microsoft today. Desktop OS saturation doesn’t equal business model success, it just proves you can push a mediocre OS out to a lot of people. Their launch smacked of desperation with no real detail, price or even release time. So we have a loaf of bread, still in the oven, but we can’t tell you what’s in it, or when it will be ready, or how much it will cost. Totally underwhelming in any business arena. And how long have they been promising W8? I pity windows users as they’re trapped in an ecosystem that’s mediocre at best, by a company that’s happy to promise heaps, but deliver little. It must be so frustrating. Surface won’t even scratch the surface because as usual, Microsoft will stuff this up like every other attempt to change the market. Zune, Kin, Courier, Vista anyone?

  • Kenton Presbrey

    Wow. This basically confirms everything I said yesterday. Weird.

  • technochick

    Because so many people want and need Microsoft Office,

    Want yes, need perhaps not. especially in a tablet computer. Particularly when there are numerous existing apps including Apple’s own iWork suite that can work with Office docs at the level needed by most users.

  • technochick

    Back to the article’s main statement; I don’t think it matters how many people will consider or not because the tablet that Microsoft unveiled the other day may never come to fruition, or at least in the way that we all assume.

    I disagree with the notion that this tablet will never happen. It think that Microsoft is very serious about this effort and that is a good thing. Apple needs competition in this market. Not in the sense that it will encourage them to do more, show them improvement they ‘need’ to do etc. But in the sense that being named the best or most popular is weak when you are really the only thing available. The other guys need to flood the market with other choices so when the iPad continues to dominate, it will be because they have been truly judged as the best by vote of the wallet

    I also think that it is a touch unfair to judge this effort by the current items on the market. This will be just as much a beta-ish item as the original iPad and that is really the marker that should be used to judge it. Not the iPad that took two more years for Apple to ‘get right’

About the author

Ryan FaasRyan Faas is a technology journalist and consultant living in upstate New York who has written extensively about Apple, business and enterprise IT, and the mobile industry. In addition to writing for Cult of Mac, he is a contributor to Computerworld, InformIT, and Peachpit Press. In a previous existence he was a healthcare IT director as well as a systems and network administrator. Follow Ryan on Twitter and Google +

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