5. 94 percent uses
the iPad multiple
times per day
Source: Sanoma Digital NL iPad survey 2010 [n=5500]
6. More than half
uses it more than
one hour per day
Source: Sanoma Digital NL iPad survey 2010 [n=5500]
7. Favorite usage moments:
In the evening [on couch]
but also:
At breakfast [2/3],
In bed [1/2]
On the toilet [1/4]
Source: Sanoma Digital NL iPad survey 2010 [n=5500]
8. The iPad is shared
within a household: also
used by partner [3/4]
and kids [1/2]!
Source: Sanoma Digital NL iPad survey 2010 [n=5500]
10. What do you use the iPad for?
News
Browse web
Search
Email
TV/video
Photos
Games
Reading magazines
Music Often
Shopping Sometimes
Reading books
Notes / word processing
Social networking/blogging
Business presentations
Drawing / image processing
Chat / messenging
0 20 40 60 80 100
Source: Sanoma Digital NL iPad survey 2010 [n=5500]
11. 20 percent of users
install new apps on a
daily basis, 70
percent weekly
Source: Sanoma Digital NL iPad survey 2010 [n=5500]
12. At what price are you willing to pay?
Digital Newspaper 5-10
5-12
sub/mnth 1-4
Digital 2-4
1-3
Magazine 4-7
US
5-10
eBook 7-12
7-13 Germany
Finland
Source: BCG $0 $5 $ 10 $ 15
13. Advertising
building on power of:
• print [tangible, inform,inspire]
• TV [audiovisual, emotion, social]
• online [interaction, targeting]
• mobile [portable, always-on]