iPad for Business Survey16th January 2012Infographic SummaryIntroductionRival DevicesContent ConsumptionBusiness ToolLocation & ConnectionPurchasing & SatisfactionContinent Case StudiesAfricaAsiaAustralia / New ZealandEuropeMiddle EastNorth AmericaSouth AmericaConclusionIDG Connect is the demand generation division of International Data Group (IDG), the world’s largest technology media company. Established in 2005, it utilises access to 35 million business decision makers’ details to unite technology marketers with relevant targets from any country in the world. Committed to engaging a disparate global IT audience with truly localised iPad for Business messaging, IDG Connect also publishes market specific thought leadership papers on behalf of its clients, and Survey 2012produces research for B2B marketers worldwide. For more information visit:
iPad for Business SurveyInfographic SummaryiPad use at WorkIntroductionRival Devices????Content ConsumptionBusiness Tool????Location & ConnectionPurchasing & Satisfaction????Continent Case StudiesAfrica??Asia??Australia / New ZealandEuropeMiddle East????North AmericaSouth America??Conclusion??IDG Connect is the demand generation division of International Data Group (IDG), the world’s largest technology media company. Established in 2005, ????it utilises access to 35 million business decision makers’ details to unite technology marketers with relevant targets from any country in the world. ??????Committed to engaging a disparate ??global IT audience with truly localised Professionals whomessaging, IDG Connect also publishes Professionals who????use their iPadmarket specific thought leadership ??use their iPadfor workpapers on behalf of its clients, and for workcommunicationproduces research for B2B marketers communicationworldwide. For more information visit: Device supplied by workDevice suppliedProfessionals who use their iPad at workby workProfessionals who use their iPad at work
iPad for Business SurveyInfographic SummaryIntroductionIntroductionOnly 54% “always” use iPads for work communication and 42% Since its launch in January 2010, the iPad has become part of daily (1, 2)“always” use them for personal communication. Strikingly, only 44% Rival Deviceslife for up to 60m users worldwide.“always” use their iPads for social has been written about the iPad as a “stay-at-home” device, Content ConsumptionLike consumers, IT and business decision-makers are finding that the used predominantly in the living room in a “lean-back” context. Business TooliPads can be viable replacements for laptops. Over 10% say that their According to one recent survey of US consumers, 60% of iPads never (3)iPad has “completely replaced” a laptop. Over half say it has “partly leave the home, and 70% of usage occurs in the living & Connectionreplaced” their this global survey of iPad-using IT and business decision-makers Purchasing & SatisfactionOur survey also suggests that tablet computing is transforming suggests, these professionals di er from the broad population of (4)patterns of content consumption. iPad-owning IT and business consumers in this Case Studiesprofessionals are rapidly migrating away from newspapers and printed IT and business professionals use their iPads more intensively, across Africabooks, 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 / New Zealanduse it at work). Out-of-home usage is even more intense, with 79% of This transition is taking place with striking speed. As tablet computing EuropeIT decision-makers saying that they “always” use their iPads “on the emerges into the mainstream, both media owners and marketers who move”.Middle Eastproduce content will need to consider the implications AmericaBy contrast, only 54% say they “always” use their iPad at home. But to South Americawhat extent is this usage leisure-related? Only 31% say they “always” use their iPad for entertainment; only 42% say they use it for personal Conclusioncommunication.(1) IDC, IDC’s Worldwide Quarterly Media Tablet and eReader Tracker Makes Its Debut, thIDG Connect is the demand generation Projects Nearly 17 Million Media Tablets Shipped Worldwide in 2010, 18 January 2011division of International Data Group The picture that emerges from this survey involves IT and business (IDG), the world’s largest technology using their iPads as dual-purpose work/leisure devices, media company. Established in 2005, with a relatively strong emphasis on work functionality, and an it utilises access to 35 million business (2) Charles Arthur, “Tablet sales will be equivalent to 15% of PC market in 2011, says decision makers’ details to unite extremely heavy emphasis on on the move ”, technology marketers with relevant targets from any country in the world. thDespite this, only 29% say that they “always” connect via mobile The Guardian, 15 September 2011Committed to engaging a disparate networks. This suggests that the iPad has become a tool for global IT audience with truly localised IDG Connect also publishes IT professionals to consume time-shifted content (previously market specific thought leadership (3) This survey is based upon telephone interviews with 210 respondents worldwide, sideloaded, or app-derived) while in transit between locations. papers on behalf of its clients, and conducted in October 2011 on behalf of IDG research for B2B marketers Notably, three-quarters of respondents say they use their iPad for worldwide. “reading”.(4) Bertil Chappius, McKinsey & Company, “Understanding the iConsumer: The Latest For more information visit: 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- use their iPads for news consumption and web browsing. 4aa8fb41ee98&utm_source=lslibrary&utm_medium=ui-thumb
iPad for Business SurveyInfographic SummaryThe iPad as a replacement for rival devicesCOMPLETELYPARTLYIntroductionREPLACEDREPLACEDThe iPad hasn’t prompted the majority of IT and business profes-Rival Devicessionals to abandon any other device. Only 12% say that their iPad has “completely” replaced their laptop. Just 6% say it has supplanted their Content Consumption??? ToolHowever, beneath these headline figures, evidence exists of much more aggressive switching between form factors in some regions. In Location & ConnectionSouth America, 27% of IT professionals have “completely replaced” their laptop with an iPad. In Europe, the figure is 23%.Purchasing & Satisfaction??If a majority of professionals still use laptops, the iPad has certainly Continent Case Studiescurtailed usage levels. Nearly three-quarters of respondents say that Africathey “carry their laptop around less” now that they own an iPad. Over Asiahalf (54%) say that their iPad has “partly replaced” their laptop. IT ???professionals in the Middle East (70%) and Asia (63%) are a good deal Australia / New Zealandmore likely to say this than their peers in other EastFor most, the iPad isn’t a substitute for an existing tool or device. Instead, it’s a supplement, albeit one with functionality that overlaps North America??with other devices. As a result, the iPad seems to have carved out ?South Americaa niche for itself at the partial expense of several rival form factors. ConclusionRelatively large numbers of respondents say that their iPad has “partly replaced” laptops, PCs, smartphones, MP3 players, TV/DVD recorders IDG Connect is the demand generation division of International Data Group and even games consoles.(IDG), the world’s largest technology ???media company. Established in 2005, Interestingly, 43% describe the iPad as a part-substitute for their it utilises access to 35 million business smartphone, with higher than average substitution levels occurring in decision makers’ details to unite technology marketers with relevant South America (67%). Our working assumption is that the iPad – with targets from any country in the world. its much larger screen size - has partially replaced smartphones as a Committed to engaging a disparate global IT audience with truly localised platform for document reading, and to a lesser extent web browsing, ???messaging, IDG Connect also publishes while on the specific thought leadership papers on behalf of its clients, and Beyond keypad/keyboard devices, levels of partial substitution are produces research for B2B marketers worldwide. lower. The proportion of professionals who describe their iPad as a Number of professionals who say the iPad has “complete” or “partial” substitute for TV/DVD players, games consoles For more information visit: partly or completely replaced the above devices and MP3 players ranges between 30% and 40%.(Smartphone, Laptop, PC, MP3 Player, TV/DVD Player and Games Console)
iPad for Business SurveyInfographic SummaryThe iPad is driving radical changes in content Professionals who now buy fewer physical Introductionconsumptionbooks, newspapers and DVDsRival DevicesClearly, the iPad is disrupting the traditional market definitions of Content Consumptionhardware manufacturers. Arguably, however, tablet computing poses ????even bigger challenges for media Tool??We asked respondents how iPad ownership had a ected their Location & Connectionpropensity to buy newspapers, books and DVDs. Nearly three-quarters say that owning an iPad has reduced the frequency with Purchasing & Satisfactionwhich they purchase newspapers and books. Half say that owning an Continent Case StudiesNOVELTHE DAILY POSTiPad means they are less likely to purchase films on DVD. AfricaThese markets for physical media are already in decline. On this Asiaevidence, tablet computing will hasten their demise. For advertising-Australia / New Zealandfunded media (newspapers and magazines), the challenges are particularly substantial. Readers who can a ord iPads tend to be more Europedemographically desirable than those who cannot. The danger for Middle Eastmedia owners is that migration to tablet consumption will “top-slice” North Americatheir audiences, denying them the opportunity to monetize their South Americamost valuable readers via print advertising, which remains relatively Connect is the demand generation Here, too, the regional variations are significant. IT and business division of International Data Group (IDG), the world’s largest technology professionals in Asia, Africa, the Middle East and South America are media company. Established in 2005, least likely to continue buying newspapers once they acquire an iPad. it utilises access to 35 million business SOUTHdecision makers’ details to unite AMERICAIn the US and Europe, owning an iPad results in less of a negative technology marketers with relevant ??e ect on newspaper purchasing - perhaps because professionals in targets from any country in the world. EUROPENORTHCommitted to engaging a disparate these regions have already shifted much of their reading from print to AMERICA??AFRICAAUSTRALIAglobal IT audience with truly localised ??online media./ NEWmessaging, IDG Connect also publishes ??MIDDLEZEALANDmarkEASTet specific thought leadership ??papers on behalf of its clients, and ASIAThe pattern is similar for printed books and – to an extent – for DVD ??produces research for B2B marketers ??purchasing. iPad-owning IT professionals in Asia and the Middle East worldwide. have an above-average propensity to stop buying printed books. The For more information visit: Professionals who buy fewer newspapersproportion of iPad-owning professionals who cease buying DVDs is highest in South America (67%), Asia (60%) and Europe (57%).
iPad for Business SurveyThe iPad as a business toolInfographic SummaryIntroductionThe iPad was designed for consuming, rather than creating, media. than for personal how do IT and business professionals use the device?In Europe, where a similarly high proportion of iPads – 40% -- Rival DevicesIn general, IT and business professionals use their iPads most are purchased by employers, the pattern is di erent. Only 33% of Content Consumptionintensively 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 at Business Toolcontexts identified by professionals worldwide. In addition, more home. Clearly, some of this home-based usage is unrelated to work. IT and business professionals “always” use their iPad for work For example, an above-average number of European iPad users (37%) Location & Connectioncommunication (54%) than for personal communication (42%). With say that they “always” use their device for “entertainment”. In this Purchasing & Satisfactiona 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 Case Studiesslightly more intensively for personal communication than work communication), these patterns hold Africatrue across the findings suggest that a Australia / New Zealandsubstantial number of professionals Europeregard their iPad as a viable business Middle AmericaIt’s also true that entertainment ????South America????ranks low as a priority. Although Conclusion59% “sometimes” use their iPad WEBREADINGNEWSWORKfor entertainment, only 31% do so IDG Connect is the demand generation BROWSINGCONSUMPTIONCOMMUNICATIONdivision of International Data Group regularly. But this doesn’t mean that (IDG), the world’s largest technology the iPad’s leisure potential goes media company. Established in 2005, it utilises access to 35 million business unnoticed. On the contrary, the decision makers’ details to unite evidence suggests that the iPad has technology marketers with relevant emerged as a dual-use tool, albeit ????targets from any country in the world. ??Committed to engaging a disparate with the accent on work-based global IT audience with truly localised usage , IDG Connect also publishes MEDIACOMMUNICATIONmarket specific thought leadership Usage patterns may sometimes be papers on behalf of its clients, and produces research for B2B marketers influenced by the identity of the worldwide. purchaser. In Africa, for example, For more information visit: 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 SummaryUse location & connection modeIntroduction?When the iPad made its debut, many media commentators expected its primary use case to involve “lean-?back” consumption. Whether this occurred in an arm chair, sofa or even in bed, the expectation was that Rival Deviceshome usage would be dominant. ???Content ConsumptionAccording to McKinsey, this remains the pattern for iPad usage among US consumers. (In November, McKinsey published the results of a survey of 15,000 US consumers, which suggested that 62% of iPads Business Toolnever leave the home, and that 70% of usage takes place in the living room).Location & ConnectionAmong IT and business professionals, however, usage appears to di er. Fully 79% of professionals say they “always” use their iPad on the road. The numbers who say they “always” use their device at home (54%) or Purchasing & Satisfactionat work (51%) is significantly lower. The numbers who “always” use their iPad “on the move” are highest in Continent Case StudiesAsia (97%), Europe (90%) and Africa (80%).AfricaSome, 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 mobile connectivity, as well as the fact that it is unavailable on Wi-Fi only iPads, it’s no surprise that so Australia / New Zealandmany respondents say they always or sometimes use their iPad in o ine mode (59%). The high proportion 3GEurope???of respondents who “sometimes” work o ine may well be correlated with high levels of on the move Middle AmericaThe proportion of IT and business professionals who always or sometimes use their iPad o ine is highest ???South Americain North America and South America. Intriguingly, almost one-quarter of European users say they “always” Conclusionuse their iPad o ine, presumably for viewing sideloaded or already downloaded content such as books, PDFs and Connect is the demand generation division of International Data Group (IDG), the world’s largest technology ?media company. Established in 2005, ??it utilises access to 35 million business decision makers’ details to unite technology marketers with relevant ??targets from any country in the world. Committed to engaging a disparate ? global IT audience with truly localised messaging, IDG Connect also publishes How much do you use market specific thought leadership your iPad in the papers on behalf of its clients, and ??following locations?produces research for B2B marketers worldwide. Preferred connection modeFor more information visit: Inner circle - AlwaysOuter circle - SometimesALWAYS ONALWAYS ATALWAYS ATTHE MOVEWORKHOME
iPad for Business SurveyPurchasing, satisfaction & ownershipInfographic Summary??PurchasingIntroductionFor the most part, the IT and business professionals we surveyed Rival Devicesbased their purchase decisions around positive assessments of the ??iPad’s functionality. This suggests that prior to purchase, they tested Content Consumptionor researched the device and found it good. In every territory except Australia, the percentage of respondents who purchased the iPad Business Tool??because they liked its functionality ranged between 50% and 75%.??????Location & ConnectionBy contrast, the proportion of professionals who said they bought ??an iPad because they had “read or heard good things about it” was Purchasing & Satisfactionrelatively small: just 13%, on average. IT and business professionals ??in South America relied relatively heavily upon good reactions from Continent Case Studiesothers. Yet even in South America, the proportion of professionals Africawho formed their own opinion about the iPad’s functionality was strikingly /EuropeMiddleNorth SouthAsiaNew EastAmericaAmericaZealandSatisfactionAustralia / New ZealandMeasured by propensity to purchase a di erent tablet next time, EuropeIT and business professionals’ satisfaction levels with the iPad are Middle Eastextremely high. Among professionals worldwide, only 17% say that North Americathey would consider buying a di erent tablet device next who would consider buying South Americaa di erent tablet device next time100%ConclusionGiven the vast amount of positive reinforcement Apple has received Why did you choose the iPad IDG Connect is the demand generation from media coverage, and the dearth of established alternatives to over other tablet devices?division of International Data Group the iPad, this isn’t entirely surprising.(IDG), the world’s largest technology 75%media company. Established in 2005, ??Loyalty to Apple is weakest in South America (where the tendency it utilises access to 35 million business decision makers’ details to unite to buy on the basis of “having read or heard good things” was ????technology marketers with relevant ??highest). With the exception of South America, Apple’s least loyal 50%targets from any country in the world. ????iPad customers are in Europe, where 22% say they will consider an Committed to engaging a disparate global IT audience with truly localised alternative next , IDG Connect also publishes market specific thought leadership Ownership25%papers on behalf of its clients, and ????produces research for B2B marketers Three-quarters of respondents purchased their iPad privately. Only ????worldwide. ????one-quarter were supplied with an iPad by their employer. The ?For more information visit: ?regional variations are significant. Levels of private ownership are 0% AFRICAASIAAUSTRALIA /EUROPEMIDDLENORTHSOUTHNEW ZEALANDEASTAMERICAAMERICAhighest 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 2 - Because they “liked the functionality”
iPad for Business Survey“My iPad has completely or partly replaced the following...”Infographic SummaryAfricaIntroductionWORLDWIDEAFRICAIT and business professionals in Africa are twice as likely to use an iPad purchased by their employer than their colleagues elsewhere in Rival Devicesthe world.????Content ConsumptionPerhaps as a result, African professionals use their iPad for entertainment and personal communication less frequently than Business Toolthe norm. At 13%, the proportion who say they use their iPad for Location & Connection“entertainment” is the lowest in the world. Levels of iPad-based work ????communication are higher than & SatisfactionLevels of hardware substitution are very close to the global norm. Continent Case StudiesWhen asked whether owning an iPad has led them to buy fewer newspapers or books, African respondents respond in ways that are Africa????similarly close to global professionals use the iPad’s Wi-Fi connectivity to an extent Australia / New Zealandthat’s similar to elsewhere. However, African respondents connect to Europethe internet using mobile networks far more frequently. Given the role ????Middle Eastthat mobile connectivity plays on the continent, this shouldn’t come North Americaas a America????ConclusionIDG Connect is the demand generation division of International Data Group “Yes, my iPad is ??(IDG), the world’s largest technology supplied by my media company. Established in 2005, employer”??????it utilises access to 35 million business decision makers’ details to unite technology marketers with relevant targets from any country in the world. Committed to engaging a disparate global IT audience with truly localised messaging, IDG Connect also publishes Would you consider buying a di erent tablet next time?market specific thought leadership papers on behalf of its clients, and “I always orproduces research for B2B marketers sometimes worldwide. connect my “I like the iPad. I think I will ??For more information visit: 3G3G???iPad via mobile stick with it, but it does have saidnetworks”?????a limited functionality.”esInner circle - sometimes??Outer circle - alwaysWORLDWIDEAFRICA
iPad for Business Survey“My iPad has completely or partly replaced the following...”Infographic SummaryAsiaWORLDWIDEASIAIntroductionAsian IT and business professionals are highly likely to fund their own iPad purchases – and then use their device as a work tool. Social Rival Devicesmedia usage on iPads is very high, while usage for personal and work ????communication (primarily email) is relatively ConsumptionAsian professionals are more likely than the global norm to say that Business Tooltheir iPad has “completely” or “partly” replaced a laptop or PC. But Location & Connectionwhen it comes to smartphones, levels of substitution are lower in Asia ????than & SatisfactionHardware substitution becomes much more visible in leisure Continent Case Studiesapplications. Very high numbers of Asian professionals say that their iPad has become a partial or complete substitute for MP3 players ????Africa(50%), TV or DVD player (67%) and games consoles (70%).AsiaAsian professionals are fully engaged by the iPad’s powerful e ects Australia / New Zealandon content consumption patterns. Nine out of ten Asian professionals Europesay they have purchased fewer newspapers and books since taking ????Middle Eastdelivery of an AmericaSouth AmericaConclusion????IDG Connect is the demand generation “Yes, my iPad is division of International Data Group supplied by (IDG), the world’s largest technology my employer”media company??. Established in 2005, ??it utilises access to 35 million business ????decision makers’ details to unite technology marketers with relevant targets from any country in the world. Committed to engaging a disparate global IT audience with truly localised Would you consider buying a di erent tablet next time????messaging, IDG Connect also publishes market specific thought leadership papers on behalf of its clients, and “Since I’ve had “I’d like to see what else is out there.”produces research for B2B marketers THE DAILYTHE DAILY POST POST???my iPad, I’ve worldwide. “I don’t use the iPad often. I prefer to ??bought fewer For more information visit: use my iPhone and MacBook. So at newspapers”said the moment, I’m not interested in esreplacing the iPad.”WORLDWIDEASIA
iPad for Business SurveyAustralia / New ZealandInfographic Summarybusiness professionals “always” browse the web on their many ways, IT and business professionals in Australia and New Zealand use their iPads this context, it’s striking that iPad-owning professionals in Australia Rival Devicesand New Zealand feel the impulse to buy fewer newspapers, books Only 40% see their iPad as a complete or partial replacement for a and DVDs as strongly as their peers in other regions. Even among Content Consumptionlaptop (compared with 64% worldwide). Professionals in Australia and light iPad users, it seems, the pressure to change consumption New Zealand are also far less interested in using iPads as substitutes Business Toolpatterns is PCs. Levels of usage on the move are the lowest in the & ConnectionLow levels of hardware substitution correlate with less intensive use of iPad functionality than in other regions. Worldwide, 73% say Purchasing & Satisfactionthey “always” use their iPad for web browsing – the most popular ????Continent Case Studiesapplication of all. In Australia and New Zealand, only half of IT and ??Africa???AsiaAustralia / New Zealand“I always use my iPad for...”??EuropeAUSTRALIA / NEW ZEALAND Middle EastNOVELTHE DAILY POST??North America????South America????????Conclusion????Impact on media consumption: “I buy IDG Connect is the demand generation ??division of International Data Group fewer books, newspapers and DVDs”(IDG), the world’s largest technology media company. Established in 2005, WEBWORKPERSONAL ?READINGNEWSSOCIAL MEDIAENTERTAINMENTBROWSINGCOMMSCOMMSit utilises access to 35 million business decision makers’ details to unite Would you consider technology marketers with relevant “I would like to see targets from any country in the world. buying a di erent ??what other tablets Committed to engaging a disparate tablet next time?have to o er. I likeglobal IT audience with truly localised ??the iPad but have messaging, IDG Connect also publishes ??mark??et specific thought leadership found no app ??papers on behalf of its clients, and outstanding.”produces research for B2B marketers ????worldwide. ??“If it was better, , played Flash saidFor more information visit: ?? or had a USB port.”“I always use my iPad for...”??es????WORLDWIDE ???
iPad for Business SurveyInfographic SummaryEuropeIntroductionIT and business professionals in Europe are highly likely to possess an iPad paid for by their employer. This is the case for “Yes, my Rival Devices40% of respondents – the second highest proportion in our iPad issupplied survey after Africa (47%)??Content Consumptionby my ??In Europe, substitution for smartphones and PCs is broadly on employer”Business Toola par with the global average. However, relatively high numbers – nearly one-quarter – say that their iPad has “completely Location & Connectionreplaced” their & SatisfactionWhen asked whether owning an iPad resulted in buying fewer newspapers or books, European professionals are less likely than Continent Case Studies“Since I’ve average to respond a rmatively. Either they remain stubbornly had my iPad, THE DAILY POSTTHE DAILY POSTAfricacommitted to print, or (more likely) they made the shift to ???I’ve bought increased digital consumption prior to acquiring an / New ZealandEuropean users have a marked tendency to use their iPads o ine. They are more likely than average to connect with the EuropeWORLDWIDEEUROPEweb via mobile networks. Predictably, levels of “on the move” Middle Eastuse are extremely AmericaEuropean IT and business professionals are more likely to South America“always” use their iPad at home (63%) than at work (33%). Taken in connection with other findings, this suggests higher than Has your iPad completely Conclusionaverage 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 iPad division of International Data Group has resulted in fewer purchases of DVD-based video content.(IDG), the world’s largest technology media company. Established in 2005, it utilises access to 35 million business decision makers’ details to unite ??technology marketers with relevant targets from any country in the world. YESCommitted to engaging a disparate {global IT audience with truly localised ??“The iPad doesn’t messaging, IDG Connect also publishes Wsupport Flash and ould you market specific thought leadership ??consider buyingiTunes isn’t su ciently papers on behalf of its clients, and produces research for B2B mark a di erent eters flexible. If something saidworldwide. tablet next better comes along, estime?For more information visit: I would buy it.” - WORLDWIDE - EUROPE
iPad for Business SurveyInfographic SummaryMiddle East“Now that Introduction??Only 10% of Middle Eastern IT and business prI own an ofessionals say that ??iPad, I carry their employer purchased an iPad on their Devicesmy laptop around less”Levels of substitution for other form factors are broadly in line with Content Consumptionthe global average. However, respondents in the Middle East have an outsized tendency to use their iPad to replace TV and DVD player Business Toolfunctionality. Professionals in the Middle East are relatively loyal to Location & Connectiontheir laptops: only 60% say that they carry it around less since they have owned an & Satisfaction??Mirroring this, the number who say they “always” use their iPad “I always Continent Case Studiesuse my iPad “on the move” is less than the global average (as is frequency of for web connection via mobile networks).Africa??browsing”AsiaIT 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). WORLDWIDEMIDDLE EASTLevels of usage for personal and work communication are also below Europethe global EastNorth AmericaDespite this, 80% say they now buy fewer newspapers and books. Notably, however, Middle Eastern IT and business professionals South America????exhibit above-average loyalty to DVD-formatted Connect is the demand generation WORLDWIDEMIDDLE EASTdivision of International Data Group ????(IDG), the world’s largest technology media company. Established in 2005, it utilises access to 35 million business decision makers’ details to unite technology marketers with relevant targets from any country in the world. “Yes, my iPad has partly replaced ??Committed to engaging a disparate my TV and DVD player”global IT audience with truly localised messaging, IDG Connect also publishes market specific thought leadership papers on behalf of its clients, and THE DAILY POST“There are lots of options out produces research for B2B marketers ?worldwide. there. In particular, I dislike the saidweb browser on the iPad.”For more information visit: esImpact on media consumption: “I buy fewer books, newspapers and DVDs”Would you consider buying a di erent tablet next time?
iPad for Business SurveyInfographic SummaryNorth AmericaIntroductionAmong North American respondents, the number whose employers provide them with an iPad is low (just 13%).Rival DevicesA broadly average number of North American respondents (57% Content Consumptionversus 54% for all respondents) told us that their iPad had become ????a partial substitute for their laptop. However, the number of Business ToolNorth American IT and business professionals who say they have “carried their laptop around less” since acquiring an iPad is the Location & ConnectionWorldwideNorth Americalowest in all of regions we & SatisfactionThe findings suggest that North Americans use their iPads Continent Case Studiesslightly more intensively than the global norm, with a strong emphasis on web-based functionality. A relatively high proportion Africaof professionals in North America say that they “always” use Asia“My iPad has not at all replaced their iPad for web browsing (87%), work communication (67%) Australia / New Zealandmy TV and DVD player”and personal communication (63%). Fewer North American Europerespondents find themselves using their iPad as a substitute for TV and DVD players than in other EastNorth AmericaThe iPad is forcing changes in content consumption patterns in “Now that I ????own an iPad, North America. However, the number of North Americans who South AmericaI carry my say that owning an iPad has led them to buy fewer newspapers Conclusionlaptop 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 stubbornly division of International Data Group committed to print, or (more likely) they made the shift to (IDG), the world’s largest technology media company. Established in 2005increased digital consumption prior to acquiring an iPad., it utilises access to 35 million business decision makers’ details to unite technology marketers with relevant targets from any country in the world. Committed to engaging a disparate Would you consider buying a di erent tablet next time?global IT audience with truly localised messaging, IDG Connect also publishes “I always use my market specific thought leadership papers on behalf of its clients, and iPad for personal “I am interested in Android.”produces research for B2B marketers ??communication”worldwide. ??“Kindle is a good alternativesaid??For more informato Apple for my needs and tion visit: esinterests.”WORLDWIDENORTH AMERICA
iPad for Business SurveyTo what extent has your iPad completely South America Infographic Summaryor partly replaced your smartphone?IntroductionThe iPad emerges as an extremely strong substitute for smartphones, laptops and PCs in South DevicesMore IT and business professionals in South America report that their Content ConsumptioniPad has partly replaced their smartphone than in any other region. Business ToolThe extent to which South American professionals are using iPads to completely replace laptops and PCs is also very & ConnectionCOMPLETELYPARTLYThis correlates with intensive patterns of usage, both at work and at Purchasing & Satisfactionhome. Twice as many South American respondents use their iPad for entertainment than the global average. Two-thirds of respondents Continent Case Studiessay they “always” use their iPad for social media – significantly more Africa???than the global average. Large numbers also report using the iPad for Asiapersonal and work / New ZealandThe correlation between intensive use and high levels of substitution Europefor laptops and PCs suggests that tablet computing may become an Middle Easteven more profound threat to traditional hardware manufacturers. If North Americaintense usage increases substitution, the key priority for Apple must South Americabe to encourage developers to build easy-to-use software dedicated to tasks (like email) which traditional PCs, laptops and smartphones ???Conclusioncurrently perform Connect is the demand generation division of International Data Group (IDG), the world’s largest technology ??media company. Established in 2005, it utilises access to 35 million business ??decision makers’ details to unite ??technology marketers with relevant targets from any country in the world. ??Would you consider buying a di erent tablet next time?Committed to engaging a disparate global IT audience with truly localised messaging, IDG Connect also publishes market specific thought leadership “I live in Sao Paulo - a dangerous papers on behalf of its clients, and 39% city. I would prefer a smaller device.”THE DAILY POSTproduces research for B2B marketers worldwide. said“I’m a bit dissatisfied with the more information visit: yes I am looking at alternatives.” Impact on media consumption: “I buy fewer books, newspapers and DVDs”{
iPad for Business SurveyInfographic SummaryConclusionIntroductionflaky or non-existent, therefore, this leaves unhindered just one of the When the iPad made its debut, it was routinely described as a media three leading media consumption modes: the reading of previously consumption device. Subsequent research has suggested that a Rival Devicessideloaded or downloaded of iPads never leave the home and that most are used in the Content Consumptionliving kind of documents do IT and business professionals read on their iPads? Any list would need to include Excel, Word and Business TooHowever, the survey findings contained in this white paper suggest lPowerpoint files sent to them for review by colleagues. Equally, that business professionals use tablet computers very di & Connectionhowever, 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 white Purchasing & Satisfactionunlike most consumers, they also use their devices in a similarly way at work. In a further, decisive, break with consumer Continent Case StudiesIn general, work-related content consumption is su ciently high that usage patterns, IT and business professionals use their devices on the it’s easy to envisage a lot of this kind of reading also taking place, after road far more frequently than anywhere , at one respect, IT and business professionals do resemble consumers: Australia / New ZealandIn this respect, the iPad may open up significant possibilities for they mostly use their iPads for media consumption. technology marketers. The prospect of gaining access to decision-EuropeWhat 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 Eastamong IT and business professionals is predominantly text-based and the move between locations, is intriguing. At the very least, it deserves North Americawork-related. In particular, web browsing, news consumption and further emerge as the three most intensive usage scenarios, the killer South Americaapps that transform the iPad into a viable business (5) Josh Lowensohn, “eBay reveals its iPad 2 sales data,” CNET, 31 March 2011When we start to think about these usage scenarios in the context of Connect is the demand generation location, connectivity becomes an of International Data Group (IDG), the world’s largest technology media company. Established in 2005, IT and business professionals most frequently use their iPads on the it utilises access to 35 million business road: in planes, trains and automobiles; in hotel lobbies, co ee shops, decision makers’ details to unite conference halls and meeting rooms. Yet only 40% of iPads sold to technology marketers with relevant (5)targets from any country in the world. consumers incorporate 3G connectivity as well as Wi-Fi. Mobile Committed to engaging a disparate connectivity is frequently flaky; and for the 60% who own Wi-Fi global IT audience with truly localised messaging, IDG Connect also publishes only iPads, connections aren’t always available. Hence, perhaps, the market specific thought leadership striking finding that while 79% of IT professionals “always” use their papers on behalf of its clients, and iPads on the move, 59% “always” or “sometimes” use their device in produces research for B2B marketers worldwide. o ine more information visit: In o ine mode, users cannot surf the web. Using the right kind of RSS reader, they can consume news o ine, although the flow of stories doesn’t update without connectivity. When connectivity is
