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iPad for Business Survey 2012
 

iPad for Business Survey 2012

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    iPad for Business Survey 2012 iPad for Business Survey 2012 Presentation Transcript

    • iPad for Business Survey 16th January 2012Infographic SummaryIntroductionRival DevicesContent ConsumptionBusiness ToolLocation & ConnectionPurchasing & SatisfactionContinent Case Studies Africa Asia Australia / New Zealand Europe Middle East North America South AmericaConclusionIDG Connect is the demand generationdivision of International Data Group(IDG), the world’s largest technologymedia company. Established in 2005,it utilises access to 35 million businessdecision makers’ details to unitetechnology marketers with relevanttargets from any country in the world.Committed to engaging a disparateglobal IT audience with truly localisedmessaging, IDG Connect also publishes iPad for Businessmarket specific thought leadershippapers on behalf of its clients, andproduces research for B2B marketers Survey 2012worldwide.For more information visit:http://www.idgconnect.com/
    • iPad for Business SurveyInfographic Summary iPad use at WorkIntroductionRival Devices 93% 13%Content ConsumptionBusiness Tool 87% 30%Location & ConnectionPurchasing & Satisfaction 80% 40%Continent Case Studies Africa Asia 83% 47% Australia / New Zealand Europe Middle East 97% 10% North America South AmericaConclusion 97% 10%IDG Connect is the demand generationdivision of International Data Group(IDG), the world’s largest technologymedia company. Established in 2005, 87%it utilises access to 35 million business 20%decision makers’ details to unitetechnology marketers with relevanttargets from any country in the world. 67% 70% 70%Committed to engaging a disparate 60%global IT audience with truly localised Professionals whomessaging, IDG Connect also publishes 40% 37% Professionals who use their iPadmarket specific thought leadership 33% use their iPad for workpapers on behalf of its clients, and for work communicationproduces research for B2B marketersworldwide. communicationFor more information visit: Device suppliedhttp://www.idgconnect.com/ by work Device supplied Professionals who use their iPad at work Professionals who use their iPad at work by work
    • iPad for Business SurveyInfographic Summary IntroductionIntroduction Since its launch in January 2010, the iPad has become part of daily Only 54% “always” use iPads for work communication and 42%Rival Devices life for up to 60m users worldwide.(1, 2) “always” use them for personal communication. Strikingly, only 44% “always” use their iPads for social media.Content Consumption Much has been written about the iPad as a “stay-at-home” device, used predominantly in the living room in a “lean-back” context. Like consumers, IT and business decision-makers are finding that theBusiness Tool According to one recent survey of US consumers, 60% of iPads never iPads can be viable replacements for laptops. Over 10% say that their leave the home, and 70% of usage occurs in the living room.(3) iPad has “completely replaced” a laptop. Over half say it has “partlyLocation & Connection replaced” their laptop. As this global survey of iPad-using IT and business decision-makersPurchasing & Satisfaction suggests, these professionals differ from the broad population of Our survey also suggests that tablet computing is transforming consumers in this respect.(4) patterns of content consumption. iPad-owning IT and businessContinent Case Studies professionals are rapidly migrating away from newspapers and printed Africa IT and business professionals use their iPads more intensively, across books, toward digital alternatives. To a lesser extent, they are moving a wider range of scenarios. Fully 51% of IT decision-makers say they away from DVD-based audio-visual content towards wholly-digital Asia “always” use their iPad at work (and a further 40% say they sometimes alternatives. Australia / New Zealand use it at work). Out-of-home usage is even more intense, with 79% of Europe IT decision-makers saying that they “always” use their iPads “on the This transition is taking place with striking speed. As tablet computing Middle East move”. emerges into the mainstream, both media owners and marketers who produce content will need to consider the implications carefully. North America By contrast, only 54% say they “always” use their iPad at home. But to South America what extent is this usage leisure-related? Only 31% say they “always” use their iPad for entertainment; only 42% say they use it for personalConclusion communication. (1) IDC, IDC’s Worldwide Quarterly Media Tablet and eReader Tracker Makes Its Debut,IDG Connect is the demand generation Projects Nearly 17 Million Media Tablets Shipped Worldwide in 2010, 18th January 2011division of International Data Group The picture that emerges from this survey involves IT and business(IDG), the world’s largest technology http://www.idc.com/about/viewpressrelease.jsp?containerId=prUS22660011 professionals using their iPads as dual-purpose work/leisure devices,media company. Established in 2005,it utilises access to 35 million business with a relatively strong emphasis on work functionality, and an (2) Charles Arthur, “Tablet sales will be equivalent to 15% of PC market in 2011, saysdecision makers’ details to unite extremely heavy emphasis on on the move usage. IDC”,technology marketers with relevanttargets from any country in the world.Committed to engaging a disparate Despite this, only 29% say that they “always” connect via mobile The Guardian, 15th September 2011global IT audience with truly localised networks. This suggests that the iPad has become a tool formessaging, IDG Connect also publishes http://www.guardian.co.uk/technology/2011/sep/15/ipad-tablet-market-2011-forecast IT professionals to consume time-shifted content (previouslymarket specific thought leadershippapers on behalf of its clients, and sideloaded, or app-derived) while in transit between locations. (3) This survey is based upon telephone interviews with 210 respondents worldwide,produces research for B2B marketers Notably, three-quarters of respondents say they use their iPad for conducted in October 2011 on behalf of IDG Connect.worldwide. “reading”. (4) Bertil Chappius, McKinsey & Company, “Understanding the iConsumer: The LatestFor more information visit:http://www.idgconnect.com/ Data,” Techonomy 2011, 12th-15th November 2011 Predictably, this survey confirms that iPads are better suited to consumption, rather than generation, of content. Around three- http://www.livestream.com/techonomy/video?clipId=pla_06447ec5-2af6-49e0-81d8- quarters use their iPads for news consumption and web browsing. 4aa8fb41ee98&utm_source=lslibrary&utm_medium=ui-thumb
    • iPad for Business SurveyInfographic Summary The iPad as a replacement for rival decices COMPLETELY PARTLYIntroduction REPLACED REPLACED The iPad hasn’t prompted the majority of IT and business profes-Rival Devices sionals to abandon any other device. Only 12% say that their iPad has “completely” replaced their laptop. Just 6% say it has supplanted theirContent Consumption PC. 2% 43%Business Tool However, beneath these headline figures, evidence exists of muchLocation & Connection more aggressive switching between form factors in some regions. In South America, 27% of IT professionals have “completely replaced”Purchasing & Satisfaction their laptop with an iPad. In Europe, the figure is 23%. 16% 54%Continent Case Studies If a majority of professionals still use laptops, the iPad has certainly curtailed usage levels. Nearly three-quarters of respondents say that Africa they “carry their laptop around less” now that they own an iPad. Over Asia half (54%) say that their iPad has “partly replaced” their laptop. IT professionals in the Middle East (70%) and Asia (63%) are a good deal 6% 33% Australia / New Zealand Europe more likely to say this than their peers in other regions. Middle East For most, the iPad isn’t a substitute for an existing tool or device. North America Instead, it’s a supplement, albeit one with functionality that overlaps South America with other devices. As a result, the iPad seems to have carved out 8% 31% a niche for itself at the partial expense of several rival form factors.Conclusion Relatively large numbers of respondents say that their iPad has “partlyIDG Connect is the demand generation replaced” laptops, PCs, smartphones, MP3 players, TV/DVD recordersdivision of International Data Group and even games consoles.(IDG), the world’s largest technologymedia company. Established in 2005, 2% 33% Interestingly, 43% describe the iPad as a part-substitute for theirit utilises access to 35 million businessdecision makers’ details to unite smartphone, with higher than average substitution levels occurring intechnology marketers with relevant South America (67%). Our working assumption is that the iPad – withtargets from any country in the world.Committed to engaging a disparate its much larger screen size - has partially replaced smartphones as a platform for document reading, and to a lesser extent web browsing,global IT audience with truly localisedmessaging, IDG Connect also publishes 2% 28% while on the move.market specific thought leadershippapers on behalf of its clients, andproduces research for B2B marketers Beyond keypad/keyboard devices, levels of partial substitution areworldwide. lower. The proportion of professionals who describe their iPad as a Number of professionals who say the iPad hasFor more information visit: “complete” or “partial” substitute for TV/DVD players, games consoles partly or completely replaced the above deviceshttp://www.idgconnect.com/ and MP3 players ranges between 30% and 40%. (Smartphone, Laptop, PC, MP3 Player, TV/DVD Player and Games Console)
    • iPad for Business SurveyInfographic Summary The iPad is driving radical changes in contentIntroduction Professionals who now buy fewer physical books, newspapers and DVDs consumptionRival Devices Clearly, the iPad is disrupting the traditional market definitions ofContent Consumption 70% 72% hardware manufacturers. Arguably, however, tablet computing poses even bigger challenges for media owners.Business Tool 49% We asked respondents how iPad ownership had affected theirLocation & Connection propensity to buy newspapers, books and DVDs. Nearly three-Purchasing & Satisfaction quarters say that owning an iPad has reduced the frequency with which they purchase newspapers and books. Half say that owning anContinent Case Studies NOVEL THE DAILY POST iPad means they are less likely to purchase films on DVD. Africa These markets for physical media are already in decline. On this Asia evidence, tablet computing will hasten their demise. For advertising- Australia / New Zealand funded media (newspapers and magazines), the challenges are Europe particularly substantial. Readers who can afford iPads tend to be more Middle East demographically desirable than those who cannot. The danger for media owners is that migration to tablet consumption will “top-slice” North America their audiences, denying them the opportunity to monetize their South America most valuable readers via print advertising, which remains relativelyConclusion lucrative.IDG Connect is the demand generationdivision of International Data Group Here, too, the regional variations are significant. IT and business(IDG), the world’s largest technology professionals in Asia, Africa, the Middle East and South America aremedia company. Established in 2005,it utilises access to 35 million business SOUTH least likely to continue buying newspapers once they acquire an iPad.decision makers’ details to unite AMERICA In the US and Europe, owning an iPad results in less of a negativetechnology marketers with relevant 47%targets from any country in the world. effect on newspaper purchasing - perhaps because professionals in EUROPE NORTHCommitted to engaging a disparate these regions have already shifted much of their reading from print to AFRICA AUSTRALIA 64% AMERICAglobal IT audience with truly localisedmessaging, IDG Connect also publishes 73% / NEW MIDDLE 67% online media.market specific thought leadership ZEALAND EASTpapers on behalf of its clients, and ASIA 73% 80% The pattern is similar for printed books and – to an extent – for DVDproduces research for B2B marketers 90%worldwide. purchasing. iPad-owning IT professionals in Asia and the Middle EastFor more information visit: have an above-average propensity to stop buying printed books. Thehttp://www.idgconnect.com/ Professionals who buy fewer newspapers proportion of iPad-owning professionals who cease buying DVDs is highest in South America (67%), Asia (60%) and Europe (57%).
    • iPad for Business SurveyInfographic Summary The iPad as a business toolIntroduction The iPad was designed for consuming, rather than creating, media. than for personal communication. But how do IT and business professionals use the device?Rival Devices In Europe, where a similarly high proportion of iPads – 40% -- In general, IT and business professionals use their iPads most are purchased by employers, the pattern is different. Only 33% ofContent Consumption intensively for tasks that appear to be work-related. Web European IT professionals say they “always” use their iPad at work. browsing, reading and news consumption are the top three usage More than twice that number – 63%-- say they “always” use it atBusiness Tool contexts identified by professionals worldwide. In addition, more home. Clearly, some of this home-based usage is unrelated to work.Location & Connection IT and business professionals “always” use their iPad for work For example, an above-average number of European iPad users (37%) communication (54%) than for personal communication (42%). With say that they “always” use their device for “entertainment”. In thisPurchasing & Satisfaction a few exceptions, including Australia (where browsing on iPads is context, employer-funded iPads resemble a perk of the job, albeit less popular than average), and South America (where iPads are used one that possesses some work-related functionality.Continent Case Studies slightly more intensively for personal communication than work Africa communication), these patterns hold true across the board. Asia Australia / New Zealand These findings suggest that a Europe substantial number of professionals regard their iPad as a viable business Middle East tool. North America South America It’s also true that entertainment ranks low as a priority. Although 79% 76% 73% 54%Conclusion 59% “sometimes” use their iPad WEB READING NEWS WORKIDG Connect is the demand generation for entertainment, only 31% do so BROWSING ON CONSUMPTION COMMUNICATIONdivision of International Data Group regularly. But this doesn’t mean that(IDG), the world’s largest technologymedia company. Established in 2005, the iPad’s leisure potential goesit utilises access to 35 million business unnoticed. On the contrary, thedecision makers’ details to unite evidence suggests that the iPad hastechnology marketers with relevanttargets from any country in the world. emerged as a dual-use tool, albeit 44% 42% 31%Committed to engaging a disparate with the accent on work-basedglobal IT audience with truly localisedmessaging, IDG Connect also publishes usage scenarios. SOCIAL PERSONAL ENTERTAINMENTmarket specific thought leadership MEDIA COMMUNICATIONpapers on behalf of its clients, and Usage patterns may sometimes beproduces research for B2B marketers influenced by the identity of theworldwide. purchaser. In Africa, for example,For more information visit:http://www.idgconnect.com/ where 47% of iPads are purchased by an employer, levels of usage for work communication are far higher Percentage of professionals who say they “always” use the iPad for the above tasks
    • iPad for Business SurveyInfographic Summary Use location & connection modeIntroduction When the iPad made its debut, many media commentators expected its primary use case to involve “lean- 81 % back” consumption. Whether this occurred in an arm chair, sofa or even in bed, the expectation was thatRival Devices home usage would be dominant. 16%Content Consumption According to McKinsey, this remains the pattern for iPad usage among US consumers. (In November,Business Tool McKinsey published the results of a survey of 15,000 US consumers, which suggested that 62% of iPads never leave the home, and that 70% of usage takes place in the living room).Location & Connection Among IT and business professionals, however, usage appears to differ. Fully 79% of professionals say theyPurchasing & Satisfaction “always” use their iPad on the road. The numbers who say they “always” use their device at home (54%) or at work (51%) is significantly lower. The numbers who “always” use their iPad “on the move” are highest inContinent Case Studies Asia (97%), Europe (90%) and Africa (80%). Africa Some, though by no means all, of the respondents who “always” use their iPad on the move say that they Asia “always” connect to the web using mobile networks (29%). However, given the cost and unreliability of Australia / New Zealand mobile connectivity, as well as the fact that it is unavailable on Wi-Fi only iPads, it’s no surprise that so Europe many respondents say they always or sometimes use their iPad in offline mode (59%). The high proportion 3G 29% of respondents who “sometimes” work offline may well be correlated with high levels of on the move Middle East usage. North America South America The proportion of IT and business professionals who always or sometimes use their iPad offline is highest 44% in North America and South America. Intriguingly, almost one-quarter of European users say they “always”Conclusion use their iPad offline, presumably for viewing sideloaded or already downloaded content such as books,IDG Connect is the demand generation PDFs and films.division of International Data Group 51%(IDG), the world’s largest technology 8%media company. Established in 2005,it utilises access to 35 million business 79%decision makers’ details to unitetechnology marketers with relevanttargets from any country in the world.Committed to engaging a disparateglobal IT audience with truly localised 54%messaging, IDG Connect also publishes How much do you usemarket specific thought leadership your iPad in thepapers on behalf of its clients, and 51%produces research for B2B marketers following locations?worldwide.For more information visit: Preferred connection modehttp://www.idgconnect.com/ Inner circle - Always ALWAYS ON ALWAYS AT ALWAYS AT Outer circle - Sometimes THE MOVE WORK HOME
    • iPad for Business SurveyInfographic Summary Purchasing, satisfaction & ownership 39%Introduction Purchasing For the most part, the IT and business professionals we surveyedRival Devices based their purchase decisions around positive assessments of the 39% iPad’s functionality. This suggests that prior to purchase, they testedContent Consumption or researched the device and found it good. In every territory exceptBusiness Tool Australia, the percentage of respondents who purchased the iPad 22% because they liked its functionality ranged between 50% and 75%. 19% 18%Location & Connection By contrast, the proportion of professionals who said they bought 17% 15% an iPad because they had “read or heard good things about it” wasPurchasing & Satisfaction relatively small: just 13%, on average. IT and business professionals 11% in South America relied relatively heavily upon good reactions fromContinent Case Studies others. Yet even in South America, the proportion of professionals Africa who formed their own opinion about the iPad’s functionality was Asia strikingly high. Africa Asia Australia / Europe Middle North South New East America America Australia / New Zealand Satisfaction Zealand Europe Measured by propensity to purchase a different tablet next time, IT and business professionals’ satisfaction levels with the iPad are Middle East extremely high. Among professionals worldwide, only 17% say that North America they would consider buying a different tablet device next time. Professionals who would consider buying South America a different tablet device next timeConclusion 100% Given the vast amount of positive reinforcement Apple has receivedIDG Connect is the demand generation Why did you choose the iPad over other tablet devices? from media coverage, and the dearth of established alternatives todivision of International Data Group(IDG), the world’s largest technology the iPad, this isn’t entirely surprising. 75%media company. Established in 2005, 75%it utilises access to 35 million business Loyalty to Apple is weakest in South America (where the tendencydecision makers’ details to unite 63% 63% to buy on the basis of “having read or heard good things” wastechnology marketers with relevant 58% highest). With the exception of South America, Apple’s least loyaltargets from any country in the world. 50% 52%Committed to engaging a disparate 50% iPad customers are in Europe, where 22% say they will consider anglobal IT audience with truly localised alternative next time.messaging, IDG Connect also publishesmarket specific thought leadership Ownership 25%papers on behalf of its clients, and 24%produces research for B2B marketers 21% 15% 15% Three-quarters of respondents purchased their iPad privately. Onlyworldwide. 13% 11% one-quarter were supplied with an iPad by their employer. TheFor more information visit: 6% 6% 0% regional variations are significant. Levels of private ownership arehttp://www.idgconnect.com/ AFRICA ASIA AUSTRALIA / EUROPE MIDDLE NORTH SOUTH NEW ZEALAND EAST AMERICA AMERICA highest in Asia and the Middle East (90%) and North America (87%). In Europe and Africa, employers are much more likely to purchase iPads Column 1 - Because they “read or heard good things” on behalf of IT professionals. Column 2 - Because they “liked the functionality”
    • iPad for Business Survey “My iPad has completely or partly replaced the following...”Infographic Summary AfricaIntroduction WORLDWIDE AFRICA IT and business professionals in Africa are twice as likely to use an iPad purchased by their employer than their colleagues elsewhere inRival Devices the world.Content Consumption 45% 43% Perhaps as a result, African professionals use their iPad forBusiness Tool entertainment and personal communication less frequently than the norm. At 13%, the proportion who say they use their iPad forLocation & Connection “entertainment” is the lowest in the world. Levels of iPad-based work communication are higher than average. 66% 73%Purchasing & Satisfaction Levels of hardware substitution are very close to the global norm.Continent Case Studies When asked whether owning an iPad has led them to buy fewer Africa newspapers or books, African respondents respond in ways that are 39% 33% similarly close to global norms. Asia Australia / New Zealand African professionals use the iPad’s Wi-Fi connectivity to an extent Europe that’s similar to elsewhere. However, African respondents connect to the internet using mobile networks far more frequently. Given the role 39% 30% Middle East that mobile connectivity plays on the continent, this shouldn’t come North America as a surprise. South AmericaConclusion 35% 17%IDG Connect is the demand generationdivision of International Data Group(IDG), the world’s largest technology 47% “Yes, my iPad is supplied by mymedia company. Established in 2005,it utilises access to 35 million business 24% employer” 30% 23%decision makers’ details to unitetechnology marketers with relevanttargets from any country in the world.Committed to engaging a disparateglobal IT audience with truly localisedmessaging, IDG Connect also publishes Would you consider buying a different tablet next time?market specific thought leadershippapers on behalf of its clients, andproduces research for B2B marketers “I always orworldwide. sometimesFor more information visit: 3G 29% 3G connect my iPad via mobile 11% “I like the iPad. I think I willhttp://www.idgconnect.com/ networks” said stick with it, but it does have 44% 50% 47% Inner circle - sometimes yes a limited functionality.” Outer circle - always WORLDWIDE AFRICA
    • iPad for Business Survey “My iPad has completely or partly replaced the following...”Infographic Summary Asia WORLDWIDE ASIAIntroduction Asian IT and business professionals are highly likely to fund their own iPad purchases – and then use their device as a work tool. SocialRival Devices media usage on iPads is very high, while usage for personal and work 27% 45%Content Consumption communication (primarily email) is relatively low.Business Tool Asian professionals are more likely than the global norm to say that their iPad has “completely” or “partly” replaced a laptop or PC. ButLocation & Connection when it comes to smartphones, levels of substitution are lower in Asia 77% 66% than elsewhere.Purchasing & Satisfaction Hardware substitution becomes much more visible in leisureContinent Case Studies applications. Very high numbers of Asian professionals say that their Africa iPad has become a partial or complete substitute for MP3 players 43% 39% (50%), TV or DVD player (67%) and games consoles (70%). Asia Australia / New Zealand Asian professionals are fully engaged by the iPad’s powerful effects Europe on content consumption patterns. Nine out of ten Asian professionals say they have purchased fewer newspapers and books since taking 50% 39% Middle East delivery of an iPad. North America South AmericaConclusion 67% 35%IDG Connect is the demand generation “Yes, my iPad isdivision of International Data Group supplied by(IDG), the world’s largest technologymedia company. Established in 2005,it utilises access to 35 million business 24% 10% my employer”decision makers’ details to unite 70% 30%technology marketers with relevanttargets from any country in the world.Committed to engaging a disparateglobal IT audience with truly localised Would you consider buying a different tablet next time? 90%messaging, IDG Connect also publishesmarket specific thought leadershippapers on behalf of its clients, andproduces research for B2B marketers “Since I’ve had “I’d like to see what else is out there.” 72% THE DAILY POST THE DAILY POST my iPad, I’veworldwide. bought fewer “I don’t use the iPad often. I prefer to 11%For more information visit:http://www.idgconnect.com/ newspapers” use my iPhone and MacBook. So at the moment, I’m not interested in said replacing the iPad.” yes WORLDWIDE ASIA
    • iPad for Business SurveyInfographic Summary Australia / New ZealandIntroduction business professionals “always” browse the web on their iPads. In many ways, IT and business professionals in Australia and New Zealand use their iPads conservatively. In this context, it’s striking that iPad-owning professionals in AustraliaRival Devices and New Zealand feel the impulse to buy fewer newspapers, books Only 40% see their iPad as a complete or partial replacement for aContent Consumption and DVDs as strongly as their peers in other regions. Even among laptop (compared with 64% worldwide). Professionals in Australia and light iPad users, it seems, the pressure to change consumptionBusiness Tool New Zealand are also far less interested in using iPads as substitutes patterns is substantial. for PCs. Levels of usage on the move are the lowest in the world.Location & Connection Low levels of hardware substitution correlate with less intensivePurchasing & Satisfaction use of iPad functionality than in other regions. Worldwide, 73% say they “always” use their iPad for web browsing – the most popular 73%Continent Case Studies application of all. In Australia and New Zealand, only half of IT and 67% 53% Africa Asia Australia / New Zealand “I always use my iPad for...” Europe AUSTRALIA / NEW ZEALAND Middle East NOVEL THE DAILY POST North America South AmericaConclusionIDG Connect is the demand generation Impact on media consumption: “I buydivision of International Data Group fewer books, newspapers and DVDs”(IDG), the world’s largest technologymedia company. Established in 2005,it utilises access to 35 million businessdecision makers’ details to unitetechnology marketers with relevant “I would like to see Would you considertargets from any country in the world. what other tablets buying a differentCommitted to engaging a disparate tablet next time?global IT audience with truly localised have to offer. I likemessaging, IDG Connect also publishes the iPad but havemarket specific thought leadership found no apppapers on behalf of its clients, and outstanding.”produces research for B2B marketersworldwide. “If it was better, 18%For more information visit: e.g, played Flash saidhttp://www.idgconnect.com/ “I always use my iPad for...” or had a USB port.” yes WORLDWIDE
    • iPad for Business SurveyInfographic Summary EuropeIntroduction IT and business professionals in Europe are highly likely to possess an iPad paid for by their employer. This is the case for “Yes, myRival Devices 40% of respondents – the second highest proportion in our iPad is survey after Africa (47%) supplied 40%Content Consumption In Europe, substitution for smartphones and PCs is broadly on by my employer” 24%Business Tool a par with the global average. However, relatively high numbers – nearly one-quarter – say that their iPad has “completelyLocation & Connection replaced” their laptop.Purchasing & Satisfaction When asked whether owning an iPad resulted in buying fewer newspapers or books, European professionals are less likely thanContinent Case Studies “Since I’ve average to respond affirmatively. Either they remain stubbornly had my iPad, Africa committed to print, or (more likely) they made the shift to I’ve bought 72% THE DAILY POST THE DAILY POST Asia increased digital consumption prior to acquiring an iPad. fewer newspapers” 63% Australia / New Zealand European users have a marked tendency to use their iPads Europe offline. They are more likely than average to connect with the web via mobile networks. Predictably, levels of “on the move” WORLDWIDE EUROPE Middle East use are extremely high. North America European IT and business professionals are more likely to South America “always” use their iPad at home (63%) than at work (33%). TakenConclusion in connection with other findings, this suggests higher than Has your iPad completely average levels of personal use. Notably, a higher than average replaced your laptop?IDG Connect is the demand generation proportion of European respondents say that owning an iPaddivision of International Data Group(IDG), the world’s largest technology has resulted in fewer purchases of DVD-based video content.media company. Established in 2005,it utilises access to 35 million business {decision makers’ details to unitetechnology marketers with relevant 12%targets from any country in the world.Committed to engaging a disparate YESglobal IT audience with truly localised “The iPad doesn’t 23%messaging, IDG Connect also publishes Would you support Flash andmarket specific thought leadershippapers on behalf of its clients, and consider buying 22% iTunes isn’t sufficientlyproduces research for B2B marketers a different tablet next said flexible. If somethingworldwide.For more information visit: time? yes better comes along, I would buy it.”http://www.idgconnect.com/ - WORLDWIDE - EUROPE
    • iPad for Business SurveyInfographic Summary Middle EastIntroduction Only 10% of Middle Eastern IT and business professionals say that “Now that I own an 72% 60% their employer purchased an iPad on their behalf. iPad, I carryRival Devices my laptop Levels of substitution for other form factors are broadly in line with around less”Content Consumption the global average. However, respondents in the Middle East haveBusiness Tool an outsized tendency to use their iPad to replace TV and DVD player functionality. Professionals in the Middle East are relatively loyal toLocation & Connection their laptops: only 60% say that they carry it around less since they have owned an iPad.Purchasing & Satisfaction 79% Mirroring this, the number who say they “always” use their iPad “I alwaysContinent Case Studies “on the move” is less than the global average (as is frequency of use my iPad Africa connection via mobile networks). for web 64% browsing” Asia IT professionals in the Middle East are among the least likely to Australia / New Zealand “always” use their iPad for web browsing (only 64% say they do so). WORLDWIDE MIDDLE EAST Europe Levels of usage for personal and work communication are also below the global average. Middle East North America Despite this, 80% say they now buy fewer newspapers and books. South America Notably, however, Middle Eastern IT and business professionals 33% exhibit above-average loyalty to DVD-formatted content. 47%ConclusionIDG Connect is the demand generation WORLDWIDE MIDDLE EASTdivision of International Data Group(IDG), the world’s largest technology 80% 80%media company. Established in 2005,it utilises access to 35 million businessdecision makers’ details to unitetechnology marketers with relevanttargets from any country in the world. “Yes, my iPad has partly replacedCommitted to engaging a disparate 30% my TV and DVD player”global IT audience with truly localisedmessaging, IDG Connect also publishesmarket specific thought leadershippapers on behalf of its clients, and 4% THE DAILY POSTproduces research for B2B marketers “There are lots of options out there. In particular, I dislike theworldwide.For more information visit: web browser on the iPad.” saidhttp://www.idgconnect.com/ yes Impact on media consumption: “I buy fewer books, newspapers and DVDs” Would you consider buying a different tablet next time?
    • iPad for Business SurveyInfographic Summary North AmericaIntroduction Among North American respondents, the number whose employers provide them with an iPad is low (just 13%).Rival Devices A broadly average number of North American respondents (57%Content Consumption versus 54% for all respondents) told us that their iPad had become 54% 67%Business Tool a partial substitute for their laptop. However, the number of North American IT and business professionals who say they haveLocation & Connection “carried their laptop around less” since acquiring an iPad is the Worldwide North America lowest in all of regions we studied.Purchasing & Satisfaction The findings suggest that North Americans use their iPadsContinent Case Studies slightly more intensively than the global norm, with a strong Africa emphasis on web-based functionality. A relatively high proportion of professionals in North America say that they “always” use Asia their iPad for web browsing (87%), work communication (67%) “My iPad has not at all replaced Australia / New Zealand and personal communication (63%). Fewer North American my TV and DVD player” Europe respondents find themselves using their iPad as a substitute for Middle East TV and DVD players than in other regions. North America The iPad is forcing changes in content consumption patterns in North America. However, the number of North Americans who 72% 57% “Now that I own an iPad, South America say that owning an iPad has led them to buy fewer newspapers I carry myConclusion laptop around and books is lower than the global average. In this respect, North less””IDG Connect is the demand generation Americans resemble Europeans: either they remain stubbornlydivision of International Data Group(IDG), the world’s largest technology committed to print, or (more likely) they made the shift tomedia company. Established in 2005, increased digital consumption prior to acquiring an iPad.it utilises access to 35 million businessdecision makers’ details to unitetechnology marketers with relevanttargets from any country in the world.Committed to engaging a disparate Would you consider buying a different tablet next time?global IT audience with truly localisedmessaging, IDG Connect also publishesmarket specific thought leadership “I always use mypapers on behalf of its clients, and “I am interested in Android.” iPad for personalproduces research for B2B marketers 15% communication” saidworldwide. “Kindle is a good alternative 63%For more information visit: to Apple for my needs and 42%http://www.idgconnect.com/ interests.” yes WORLDWIDE NORTH AMERICA
    • iPad for Business SurveyInfographic Summary South America To what extent has your iPad completely or partly replaced your smartphone?Introduction The iPad emerges as an extremely strong substitute for smartphones,Rival Devices laptops and PCs in South America. More IT and business professionals in South America report that theirContent Consumption iPad has partly replaced their smartphone than in any other region.Business Tool The extent to which South American professionals are using iPads to completely replace laptops and PCs is also very high. {Location & Connection COMPLETELY PARTLY This correlates with intensive patterns of usage, both at work and atPurchasing & Satisfaction home. Twice as many South American respondents use their iPad forContinent Case Studies entertainment than the global average. Two-thirds of respondents say they “always” use their iPad for social media – significantly more Africa than the global average. Large numbers also report using the iPad for 2% 43% Asia personal and work communication. Australia / New Zealand The correlation between intensive use and high levels of substitution Europe for laptops and PCs suggests that tablet computing may become an Middle East even more profound threat to traditional hardware manufacturers. If North America intense usage increases substitution, the key priority for Apple must South America be to encourage developers to build easy-to-use software dedicatedConclusion to tasks (like email) which traditional PCs, laptops and smartphones 7% 67% currently perform better.IDG Connect is the demand generationdivision of International Data Group(IDG), the world’s largest technologymedia company. Established in 2005, 83%it utilises access to 35 million businessdecision makers’ details to unite 83% 67%technology marketers with relevanttargets from any country in the world. 47% Would you consider buying a different tablet next time?Committed to engaging a disparateglobal IT audience with truly localisedmessaging, IDG Connect also publishesmarket specific thought leadership “I live in Sao Paulo - a dangerouspapers on behalf of its clients, andproduces research for B2B marketers 39% city. I would prefer a smaller device.” said THE DAILY POSTworldwide. “I’m a bit dissatisfied with the iPad.For more information visit: yes I am looking at alternatives.”http://www.idgconnect.com/ Impact on media consumption: “I buy fewer books, newspapers and DVDs”
    • iPad for Business SurveyInfographic Summary ConclusionIntroduction When the iPad made its debut, it was routinely described as a media flaky or non-existent, therefore, this leaves unhindered just one of theRival Devices consumption device. Subsequent research has suggested that a three leading media consumption modes: the reading of previously majority of iPads never leave the home and that most are used in the sideloaded or downloaded documents.Content Consumption living room. What kind of documents do IT and business professionals readBusiness Tool However, the survey findings contained in this white paper suggest on their iPads? Any list would need to include Excel, Word and that business professionals use tablet computers very differently. Powerpoint files sent to them for review by colleagues. Equally,Location & Connection however, it seems likely that many are using their iPads as a filing IT and business professionals certainly use their iPads at home. But system for “must-read” PDF-based reports, including vendor whitePurchasing & Satisfaction unlike most consumers, they also use their devices in a similarly papers. intensive way at work. In a further, decisive, break with consumerContinent Case Studies usage patterns, IT and business professionals use their devices on the In general, work-related content consumption is sufficiently high that Africa road far more frequently than anywhere else. it’s easy to envisage a lot of this kind of reading also taking place, after hours, at home. Asia In one respect, IT and business professionals do resemble consumers: Australia / New Zealand they mostly use their iPads for media consumption. In this respect, the iPad may open up significant possibilities for Europe technology marketers. The prospect of gaining access to decision- What this survey makes clear is that iPad-based media consumption makers who are in reading (or lean-back) mode while at home or on Middle East among IT and business professionals is predominantly text-based and the move between locations, is intriguing. At the very least, it deserves North America work-related. In particular, web browsing, news consumption and further investigation. South America reading emerge as the three most intensive usage scenarios, the killer apps that transform the iPad into a viable business tool.Conclusion (5) Josh Lowensohn, “eBay reveals its iPad 2 sales data,” CNET, 31st March 2011 When we start to think about these usage scenarios in the context of http://news.cnet.com/8301-13579_3-20049011-37.htmlIDG Connect is the demand generationdivision of International Data Group location, connectivity becomes an issue.(IDG), the world’s largest technologymedia company. Established in 2005, IT and business professionals most frequently use their iPads on theit utilises access to 35 million business road: in planes, trains and automobiles; in hotel lobbies, coffee shops,decision makers’ details to unitetechnology marketers with relevant conference halls and meeting rooms. Yet only 40% of iPads sold totargets from any country in the world. consumers incorporate 3G connectivity as well as Wi-Fi.(5) MobileCommitted to engaging a disparateglobal IT audience with truly localised connectivity is frequently flaky; and for the 60% who own Wi-Fimessaging, IDG Connect also publishes only iPads, connections aren’t always available. Hence, perhaps, themarket specific thought leadership striking finding that while 79% of IT professionals “always” use theirpapers on behalf of its clients, andproduces research for B2B marketers iPads on the move, 59% “always” or “sometimes” use their device inworldwide. offline mode.For more information visit:http://www.idgconnect.com/ In offline mode, users cannot surf the web. Using the right kind of RSS reader, they can consume news offline, although the flow of stories doesn’t update without connectivity. When connectivity is