A recent survey by seven.co.uk announces some rather rather revealing stats on how the iPad.. which is the fastest selling technology hardware device in history with 15 million sold in 11 months, is impacting our media consumption habits both online and offline. The iPad buyers are not exclusively early adopters as is often assumed, as 63% describe themselves as people who normally wait for a gadget to become established before they buy it.
So what are the iPad statistics that you should take notice of ?
iPad’s Time Usage
This has implications on how publishers should be developing content so it is optimized for the appropriate device
- Use of desktop computers is down for 35% iPad owners since they bought the device
- Use of laptops is also down since they bought an iPad at 39%
- 87% of owners are using it every day of the week
- 26% for half an hour to an hour per day
- 32% for 1-2 hours per day
- 24% for more than 2 hours a day.
Where do they use it?
Its versatility makes it a flexible and ubiquitous device with
- 69% of respondents using it in the bedroom
- 42% in the kitchen
- 20% of men can’t be parted from it in the bathroom
The last statistic certainly show that men’s habits for reading in the small room have not changed just the device!
What do they use the Apple iPad for?
- Accessing the web – 75%
- Emailing -63%
- 53% of iPad owners say they use their device mainly for entertainment
- Playing games – 48%
- Social networking – 41%
- Researching products and services – 29%
- Reading books – 25%
- Listening to music – 21%
- Shopping – 19%
- Reading magazines – 13%
- For work – 13%
- Watching TV – 11%
What is interesting to note is that 51% who have read magazines in print and in interactive format on the iPad say they prefer it on the iPad, vs 23% who prefer a magazine in print.
The Stats on Apps on the iPad
The apps market that started with the Apple iphone has not diminished but has continued to grow into the iPad market place. Content is the key driver in app purchases. The survey shows that this is more important to consumers than the price of the app when making a purchase decision.
- 16% have bought a branded app from a company
- 84% of respondents would be very interested in an app from one of their favourite brands, if it was free and non-subscription.
- Free apps are almost twice as popular among iPad consumers as paid-for (the average iPad has 18 free apps on it and 10 paid-for)
- Buying an app is most strongly influenced by the app’s perceived usefulness at 64% of owners
- Content is very important when buying the app at 47%
- Price comes third at 44% when considering buying
- Friend recommendations is important at 27%
- 15% say that recommendations by industry experts are very important when making an app buying decision.