Warc Blog

iPad reshapes habits in US

19 September 2012
NEW YORK: Many consumers in the US owning Apple's iPad are using it to replace other media channels and electronic devices, new figures show.

Brainshark, the software specialist, polled 1,300 people who possessed an iPad, some 67% of which agreed it now served as a substitute for books, an amount standing at 31% when discussing MP3 players.

This total reached 32% for GPS navigation systems, 31% for traditional cameras and TV sets, and 24% for video cameras.

More broadly, while 92% of the panel concurred that the iPad currently supplements their laptop, a 51% majority expected it to become their primary computing platform in the next two years.

The main benefits associated with this appliance included its portability, on 88%, the fact it switches on instantly, registering 77%, and the range of apps available, logging 72%.

A further 58% of users cited the fact they could keep in touch on the move, while 43% revealed the iPad served as a "pacifier" for their children, and 27% regarded the tablet as a "piece of art".

"Ever since the iPad burst onto the technology scene, it's indelibly changed the way and speed at which individuals and businesses communicate," said Andy Zimmerman, chief marketing officer of Brainshark.

"No one doubts the device's popularity, but what's really eye-opening about these statistics is just how inextricable the iPad has become from users' everyday lives."

Where respondents utilised these gadgets for work, a 64% share believed that it increased their level of productivity and 32% stated that doing so made them "more successful".

Elsewhere, 30% reported that this tool had helped them impress clients, and 21% revealed it had previously assisted them in closing a deal.

Among the group utilising their slate for professional purposes, 89% carried it with them when travelling for business. More specifically, 60% took their iPad and laptop, and 35% only packed their tablet.

The most common activities undertaken by business users were checking work emails on 82%, ahead of conducting web research on 72%, accessing enterprise apps on 46%, and viewing or delivering presentations on 74%.

Data sourced from Brainshark; additional content by Warc staff

 
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