Brands have iPad opportunity

17 October 2011

HELSINKI: More iPad owners compare information about goods and services than access social networks using this device, a European study has found.

Sanoma, the media company, surveyed 3,673 people that had already bought an iPad in six markets across the region: Belgium, Finland, Germany, Hungary, the Netherlands and Russia.

Overall, 94% of the sample utilised their slate several times a day, and around half of this group dedicated between 30 minutes and two hours to doing so daily, peaking in Russia and Germany.

A full 99% read news, browsed the web and entered enquiries on search engines in the same way, the research revealed. Elsewhere, 95% sent emails, 86% watched TV or video and 85% played games.

Reading magazines scored 81%, ahead of online shopping, which registered 80%, comparing prices and products, yielding 78%, social networking, with 75%, and reading books, on 74%.

All participants used their iPad at home, falling to 80% while on the go and visiting family and friends, and 67% in work hours. Some 67% of people also stated friends, family or colleagues used their iPad.

If given the opportunity of logging on to the web via smartphone, PC or through the iPad at home, 81% of the panel would opt to employ their tablet for this purpose, the study added.

Similarly, 73% of interviewees leveraged a desktop or laptop PC less than previously, and 38% agreed with this statement when discussing their mobile phone.

Exactly 30% of iPad owners had downloaded more than 50 apps and another 32% had installed between 21 and 49 such tools. A majority of respondents had paid for over six applications.

Currently, 79% of households contain just one iPad, 17% had two, and 4% boasted at least three devices.

In all, 83% of people use the iPad at night in their living room, 70% did so in the morning, 66% in bed before sleeping and 67% when waiting, the top three scores on this measure.

Looking at the demographic features of the iPad population, there is an 82% male bias at present, with the typical audience member being 39 years of age, and claiming an above-average income.

Data sourced from Sanoma; additional content by Warc staff