| 1. Which Version of the iPad are you currently using? |
Responses |
%All |
|
| iPad 1, Wi-Fi only |
269 |
48% |
|
| iPad 1, 3G + Wi-Fi |
209 |
37% |
|
| iPad 2, Wi-Fi only |
39 |
7% |
|
| iPad 2, 3G + Wi-Fi |
44 |
8%
|
|
|
|
|
|
| 2. Which one of the following categories best fits your employment status? |
Responses |
%All |
|
| Employed full- or part-time (includes self-employed; excludes students) |
415 |
74% |
|
| Not employed (excludes students) |
43 |
8% |
|
| Student |
29 |
5% |
|
| Retired |
74 |
13% |
|
|
|
|
|
| (NOTE: THE FOLLOWING QUETION DID NOT APPEAR IF PANELIST SELECTED “NOT EMPLOYED”, “STUDENT” OR “RETIRED” IN THE PREVIOUS QUESTION.) |
| 2X. Which best describes your current employment? |
Responses |
%All |
%Employ |
| Print media |
49 |
9% |
12% |
| Broadcast media |
16 |
3% |
4% |
| Online media |
18 |
3% |
4% |
| Advertising, marketing or public relations |
20 |
4% |
5% |
| Media education, training, consulting and/or research |
24 |
4% |
6% |
| Technology development and/or sales |
62 |
11% |
15% |
| Telecommunications |
20 |
4% |
5% |
| Other |
206 |
37% |
50% |
| Total Employed Only |
415 |
|
74% |
| Total All Categories From Question 2 |
561 |
100% |
|
|
|
|
|
| 3. About how many apps do you have installed on your iPad? |
Responses |
%All |
|
| Less than 15 |
52 |
9% |
|
| Between 15 and 30 |
121 |
22% |
|
| Between 30 and 45 |
149 |
27% |
|
| Between 45 and 60 |
74 |
13% |
|
| Between 60 and 75 |
38 |
7% |
|
| More than 75 |
126 |
23% |
|
|
|
|
|
| 4. What are the three apps you use most frequently on your iPad? (Open question without prompts) |
Responses |
%All |
Rank |
| Safari |
119 |
21% |
1 |
| Mail |
110 |
20% |
2 |
| New York Times |
71 |
13% |
3 |
| USA Today |
55 |
10% |
4 |
| AP News |
45 |
8% |
5 |
| Weather Central |
44 |
8% |
6 |
| Flipboard |
40 |
7% |
7 |
| Wall Street Journal |
38 |
7% |
8 |
| NEWS* |
37 |
7% |
9 |
| Kindle eReader |
36 |
6% |
10 |
| The Daily |
34 |
6% |
11 |
| Facebook |
33 |
6% |
12 |
| CNN |
32 |
6% |
13 |
| iBooks |
30 |
5% |
14 |
| Twitter |
29 |
5% |
15 |
| Netflix |
24 |
4% |
16 |
| NPR |
23 |
4% |
17 |
| BBC News |
22 |
4% |
18 |
| WEATHER* |
22 |
4% |
18 |
| Pulse News |
21 |
4% |
19 |
| Angry Birds |
20 |
4% |
20 |
| Reuters |
20 |
4% |
20 |
| GAMES* |
20 |
4% |
20 |
| ABC News |
19 |
3% |
21 |
| Pages |
19 |
3% |
21 |
| Huffington Post |
17 |
3% |
22 |
| Washington Post |
17 |
3% |
22 |
| Evernote |
16 |
3% |
23 |
| Calendar |
15 |
3% |
23 |
| GOOGLE* |
15 |
3% |
23 |
| MSN |
15 |
3% |
23 |
| FINANCE* |
15 |
3% |
23 |
| Fluent News Reader |
14 |
2% |
24 |
| GoodReader |
14 |
2% |
24 |
| CNBC |
12 |
2% |
25 |
| Pandora |
12 |
2% |
25 |
| APP STORE* |
11 |
2% |
26 |
| Instapaper |
11 |
2% |
26 |
| Financial Times |
10 |
2% |
27 |
| GPS* |
10 |
2% |
27 |
| PressReader |
10 |
2% |
27 |
| Scrabble |
10 |
2% |
27 |
| Weather Bug |
10 |
2% |
27 |
| Atomic Web Browser |
9 |
2% |
28 |
| BOOKS* |
9 |
2% |
28 |
| CBS News |
9 |
2% |
28 |
| Zite |
9 |
2% |
28 |
| AccuWeather |
7 |
1% |
29 |
| AMAZON* |
7 |
1% |
29 |
| Keynote |
7 |
1% |
29 |
| Newsy |
7 |
1% |
29 |
| Zineo |
7 |
1% |
29 |
| Fox News |
6 |
1% |
30 |
| Ongo |
5 |
1% |
31 |
| Bloomberg |
4 |
1% |
32 |
| Numbers |
4 |
1% |
32 |
| eBay |
3 |
1% |
33 |
| ESPN* |
3 |
1% |
33 |
| B&N Nook eReader |
3 |
1% |
33 |
| Total |
561 |
|
|
| *General categories or not specifically apps |
|
|
|
|
|
|
|
| 5. How frequently do you download and save content to read or view on your iPad when you are not connected to the Internet (offline)? |
Responses |
%All |
|
| Frequently (Several times on most days) |
209 |
37% |
|
| Occasionally (Several times during most weeks) |
195 |
35% |
|
| Rarely |
155 |
28% |
|
|
|
|
|
| 6. Where do you use your iPad most often? |
Responses |
%All |
Rank |
| In the bedroom |
93 |
17% |
2 |
| In the kitchen |
32 |
6% |
6 |
| On a couch or easy chair |
284 |
51% |
1 |
| At the breakfast or dining table |
50 |
9% |
3 |
| In your home office |
34 |
6% |
5 |
| In transit |
26 |
5% |
7 |
| At work |
40 |
7% |
4 |
|
|
|
|
| 7. In a typical week, what are the two time periods in which you spend the most time with your iPad? |
Responses |
%All |
|
| Very early in the morning (between 2 a.m. and 5 a.m.) |
16 |
3% |
|
| Early morning (between 5 a.m. and 8 a.m.) |
206 |
37% |
|
| Morning (between 8 a.m. and 11 a.m.) |
172 |
31% |
|
| Midday (between 11 a.m. and 2 p.m.) |
53 |
9% |
|
| Afternoon (between 2 p.m. and 5 p.m.) |
91 |
16% |
|
| Early evening (between 5 p.m. and 8 p.m.) |
176 |
31% |
|
| Evening (between 8 p.m. and 11 p.m.) |
285 |
51% |
|
| Late Evening (between 11 p.m. and 2 a.m.) |
52 |
9% |
|
|
|
|
|
| 8. What are the four things you are most likely to do with your iPad? |
Responses |
%All |
Rank |
| Reading books within bookstore or book apps |
216 |
39% |
3 |
| Reading magazines within their apps |
173 |
31% |
5 |
| Reading newspapers within their apps |
232 |
41% |
2 |
| Catching up with the news mostly using apps that aggregate news from multiple sources |
284 |
51% |
1 |
| Catching up with the news mostly using the Web browser |
167 |
30% |
8 |
| Performing work related tasks |
116 |
21% |
12 |
| Playing games |
160 |
29% |
9 |
| Watching videos |
126 |
22% |
10 |
| Shopping |
121 |
22% |
11 |
| Non-work related e-mailing |
191 |
34% |
4 |
| Social networking |
170 |
30% |
7 |
| General Internet surfing (not just for news) |
171 |
30% |
6 |
| Other |
33 |
6% |
N/A |
| Total |
561 |
|
|
|
|
|
|
| 9. Which news apps do you use regularly on your iPad? (Check all that apply) |
Responses |
%All |
Rank |
| NYTimes |
288 |
51% |
1 |
| USA Today |
258 |
46% |
2 |
| Washington Post |
129 |
23% |
11 |
| Wall Street Journal |
169 |
30% |
7 |
| Financial Times |
45 |
8% |
19 |
| The Daily |
109 |
19% |
13 |
| Your local/regional newspaper |
110 |
20% |
12 |
| AP News |
235 |
42% |
3 |
| Reuters News Pro |
99 |
18% |
14 |
| ABC News |
182 |
32% |
6 |
| NPR |
165 |
29% |
8 |
| The Weather Central |
232 |
41% |
4 |
| CNBC |
62 |
11% |
16 |
| Newsy |
43 |
8% |
20 |
| CNN |
193 |
34% |
5 |
| Pulse News |
84 |
15% |
15 |
| PressReader |
11 |
2% |
22 |
| Flipboard |
158 |
28% |
9 |
| Ongo |
12 |
2% |
21 |
| Fluent News Reader |
46 |
8% |
18 |
| BBC News |
138 |
25% |
10 |
| CBS News |
58 |
10% |
17 |
| Other favorite news apps |
147 |
26% |
|
|
|
|
|
| 10. In a typical week, how often do you use apps that provide access to news and feature stories or timely updated information on your iPad? |
Responses |
%All |
|
| Once or twice a day |
198 |
35% |
|
| Two or three times a day |
160 |
29% |
|
| Three to six times a day |
113 |
20% |
|
| More than six times a day |
79 |
14% |
|
| I rarely use news apps |
9 |
2% |
|
|
|
|
|
| 11. What are the four categories of news and timely information that you most frequently access on your iPad? |
Responses |
%All |
Rank |
| General News |
502 |
89% |
1 |
| Business/Finance |
241 |
43% |
4 |
| Sports |
188 |
34% |
5 |
| Weather |
284 |
51% |
3 |
| Technology |
299 |
53% |
2 |
| Science |
112 |
20% |
8 |
| Opinion |
154 |
27% |
6 |
| Entertainment |
116 |
21% |
7 |
| Lifestyles |
96 |
17% |
9 |
| Health/Fitness |
71 |
13% |
10 |
| Travel |
40 |
7% |
11 |
| Other |
36 |
6% |
N/A |
|
|
|
|
| 12. How many different app-based newspapers do you regularly access on your iPad? (e.g. NYTimes, USA Today, Wash Post, WSJ, The Daily) |
Responses |
%All |
|
| One |
53 |
9% |
|
| Two |
132 |
24% |
|
| Three |
140 |
25% |
|
| Four |
95 |
17% |
|
| Five |
98 |
18% |
|
| Five or More |
40 |
7% |
|
|
|
|
|
| (NOTE: THE FOLLOWING QUESTION WILL NOT APPEAR IF PANELIST SELECTS “NONE” IN THE PREVIOUS QUESTION.) |
| 12X. In a typical week, what are the two time periods when you are most likely to read articles within a newspaper’s apps? |
Responses |
%All |
|
| Very early morning (between 2 a.m. and 5 a.m.) |
12 |
2% |
|
| Early morning (between 5 a.m. and 8 a.m.) |
230 |
44% |
|
| Morning (between 8 a.m. and 11 a.m.) |
156 |
30% |
|
| Midday (between 11 a.m. and 2 p.m.) |
111 |
21% |
|
| Afternoon (between 2 p.m. and 5 p.m.) |
47 |
9% |
|
| Early evening (between 5 p.m. and 8 p.m.) |
131 |
25% |
|
| Evening (between 8 p.m. and 11 p.m.) |
229 |
44% |
|
| Late evening (between 11 p.m. and 2 a.m.) |
50 |
10% |
|
| Total |
517 |
|
|
|
|
|
|
| 13. How many magazines have you purchased to read within their apps on your iPad |
Responses |
%All |
|
| One |
71 |
13% |
|
| Two |
88 |
16% |
|
| Three |
71 |
13% |
|
| Four |
58 |
10% |
|
| Five or more |
63 |
11% |
|
| None |
207 |
37% |
|
|
|
|
|
| (NOTE: THE FOLLOWING QUESTION WILL NOT APPEAR IF PANELIST SELECTS “NONE” IN THE PREVIOUS QUESTION.) |
| 13X. In a typical week, what are the two time periods when you are most likely to read articles within magazine’s apps? |
Responses |
%All |
|
| Very early morning (between 2 a.m. and 5 a.m.) |
6 |
2% |
|
| Early morning (between 5 a.m. and 8 a.m.) |
103 |
30% |
|
| Morning (8 a.m. and 11 a.m.) |
75 |
22% |
|
| Midday (between 11 a.m. and 2 p.m.) |
52 |
15% |
|
| Afternoon (between 2 p.m. and 5 p.m.) |
64 |
19% |
|
| Early evening (between 5 p.m. and 8 p.m.) |
97 |
28% |
|
| Evening (between 8 p.m. and 11 p.m.) |
166 |
49% |
|
| Late evening (between 11 p.m. and 2 a.m.) |
51 |
15% |
|
| Total |
342 |
|
|
|
|
|
|
| 14. How likely are you to purchase a subscription to an app-based newspaper on your iPad in the next six months? |
Responses |
%All |
|
| Very likely |
117 |
21% |
|
| Somewhat likely |
134 |
24% |
|
| Neutral |
109 |
20% |
|
| Somewhat unlikely |
53 |
10% |
|
| Very unlikely |
112 |
20% |
|
| I’ve already purchased a subscription to an app-based newspaper on my iPad |
32 |
6% |
|
|
|
|
|
| 15. How likely are you to cancel your subscription to a printed newspaper in the next six months? |
Responses |
%All |
%Subs |
| Very likely |
60 |
11% |
17% |
| Somewhat likely |
73 |
13% |
21% |
| Neutral |
80 |
14% |
23% |
| Somewhat unlikely |
43 |
8% |
12% |
| Very unlikely |
97 |
17% |
27% |
| I cancelled my print newspaper subscription after purchasing my iPad |
29 |
5% |
|
| I don’t subscribe to printed newspapers |
174 |
31% |
|
| Total |
556 |
100% |
63% |
|
|
|
|
| 16. How likely are you to subscribe to “The Daily” newspaper developed for the iPad by News Corporation? |
Responses |
%All |
|
| Very likely or I already subscribe |
89 |
16% |
|
| Somewhat likely |
113 |
20% |
|
| Neutral |
78 |
14% |
|
| Somewhat unlikely |
59 |
11% |
|
| Very unlikely |
145 |
26% |
|
| I have not seen it |
74 |
13% |
|
| Total |
558 |
|
|
|
|
|
|
| 17. How has your overall satisfaction with the Apple iPad changed in the past three months? |
Responses |
%All |
|
| Much more satisfied |
206 |
37% |
|
| Somewhat satisfied |
179 |
32% |
|
| No change |
152 |
27% |
|
| Somewhat less satisfied |
21 |
4% |
|
| Much less satisfied |
0 |
0% |
|
|
|
|
|
| 18. How likely are you to purchase a competitor to the Apple iPad for your personal use in the next six months? |
Responses |
%All |
|
| Very likely |
43 |
8% |
|
| Somewhat likely |
38 |
7% |
|
| Neutral |
21 |
4% |
|
| Somewhat unlikely |
35 |
6% |
|
| Very unlikely |
422 |
75% |
|
|
|
|
|
| 19. Which of the following devices do you currently own? (Check all that apply) |
Responses |
%All |
Rank |
| Amazon Kindle eReader |
201 |
36% |
5 |
| Barnes and Noble Nook eReader |
79 |
14% |
10 |
| Other eReader |
29 |
5% |
12 |
| Apple iPod |
306 |
55% |
1 |
| Apple iPod Touch |
199 |
35% |
6 |
| Apple iPhone |
302 |
54% |
2 |
| Other Smartphone |
127 |
23% |
9 |
| Netbook Computer |
78 |
14% |
11 |
| Apple MacBook (portable) |
246 |
44% |
3 |
| Apple Macintosh Computer (desktop) |
197 |
35% |
7 |
| Other Laptop or Notebook Computer |
236 |
42% |
4 |
| Other Desktop Computer |
170 |
30% |
8 |
| Tablet PC (Microsoft operating system) |
21 |
4% |
13 |
| Media Tablet (Android or other non-Apple operating system) |
9 |
2% |
14 |
| Total |
561 |
|
|
|
|
|
|
This is great! All the info that a designer and publisher need before they start the strategy to create iPad apps and go digital.
- Jenny
Posted by Anonymous | June 28, 2011, 9:55 amQuality info. You are the best!
Robert, ND
Posted by Anonymous | July 15, 2011, 8:21 am