While debate rages whether the iPad is set to save or redefine publishing, consumers are quietly contemplating whether there is room in their lives for another digital device. We know it looks pretty, and had Apple-cool credentials, but do we really need one?

Even amongst Apple fans there is some question about the purpose of owning an iPad. To this end the answer is often, ‘what’s the point?’. We’ve already got desktops, laptops, gaming units, smartphones, and maybe even ebook readers. Or maybe we’re missing the  actual point, that its not the iPhone users who will rush to embrace the iPad, but others who don’t see it as an overgrown version of their smartphone.

Our study of iPhone users, via an Online Insights Community, revealed that for most, the iPad wasn’t high up on their wish list. It was considered too large to be truly portable, and the lack of connectivity to other hardware meant that it wasn’t a legitimate substitute for a laptop or netbook. Beyond the obvious compatibility concerns is the issue that it is difficult to imagine a use for the iPad. Especially when many people felt that it would predominantly be used in-home. There is speculation that ‘maybe it will be good for…’ but not a lot of ‘I need it for…’.

“It doesn’t fulfill any need I have, so it’s not even a consideration for me”

It will be interesting to observe too, how quickly iPad users take up paid apps, especially those related to publishing and media. iPhone users are quick to identify that there’s a mounting cost once you factor in the hardware, data download and the price of apps. Justifying the additional spend on iPad apps, will require a change of attitude and behaviour in the consumption of content. It’s early days and iPad is the latest toy, but many people are waiting to see both how a second-gen iPad will differ, and how the publishing world will respond with apps.

And despite all the debate about whether there is a need for such a device, 1 million iPads were sold in just 28 days (compared to the 74 days it took to sell this many iPhones).  So while we may not see a need for it – it seems the iPad may find a place in our lives.

And me – well I’m like the million others who want another toy, whether I need it or not!