Since its grand unveiling in late January 2010, Apple’s iPad has been the subject of intense media excitement and speculation. Many have hailed it as a technological masterpiece that will revolutionise the ways in which we consume and interact with everyday media; others have questioned its hype and market positioning – Is it designed to replace our computers or accompany what we already have? Isn’t it just an over-sized iPhone? What does it actually add to the media landscape?

Whilst the long-term impact of the iPad has yet to be established, there is no doubting its immense short-term success. Since its official US launch in early April, demand for the iPad has been unprecedented, with more than one million units sold in less than a month, making the iPad a faster seller than even its predecessor and sister product, the iPhone.

As a tidal wave of excitement and scepticism continues to build in anticipation of the iPad finally reaching UK shores, Ipsos MediaCT has investigated potential take-up among GB consumers, as well as how such technology can affect, benefit and potentially threaten traditional media consumption.