Consumers owning an iPad are using it to engage in a wide variety of activities, from watching broadcast content to finding out information about products. Seven commissioned research firm YouGov to survey 1,007 iPad owners of all ages and the findings are enlightening about what users and are doing and how they are behaving with this new gadget.
Interestingly 63% of owners saw themselves as people who normally buy “established” products, rather than as early adopters which seems to indicate that the iPad has quickly established itself as within consumer’s comfort zones. Almost nine in ten of those polled used their iPads each day, with one in four using it for more than two hours a day. Web access remains the most popular iPad feature, with 75% surfing the net once every 48 hours or more, and 63% using the tablet PC for email. Gaming recorded 48%, social networking 41%, researching goods and services 29%, reading books 25%, listening to music 21%, and shopping 19%. 53% mainly used the gadget for entertainment purposes and only 18% for functional reasons. 84% of the sample agreed they would be “likely” to download a free app from one of their favourite companies. Clearly this presents a huge opportunity for brands to have a presence via apps or advertising on this medium and I wonder how long will it be before this becomes important for foodservice products and services too. A question I will pose to Andy our digital expert I think…………………..
Data sourced from Seven, WARC 28 March 2011
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