Become Great, Design

iPad research results spring 2011 by Reynods Journalism Institute

This follow-up panel survey conducted by the Reynolds Journalism Institute was designed to gather additional information about how Apple iPad owners use the device in their daily lives and how the iPad may influence news consumption. The 561 panelists who completed this survey were self-selected from the nearly 1,600 Apple iPad owners who participated in the RJI-DPA Fall 2010 iPad News Survey. Panelists were offered a $10 iTunes Gift Card as an incentive to complete the follow-up survey.
The average age of the Spring 2011 panelists was slightly younger than the average age of the Fall 2010 iPad survey participants (age 45 compared to age 50) and somewhat more female (24% compared to 20%). SurveyGizmo was used to host this survey. Questions are shown here as they appeared online.
The Digital Publishing Alliance (DPA) is a member-supported program of the RJI that mostly includes newspaper publishers and news organizations in the United States.
The principal researcher for this project is Roger Fidler, RJI Program Director for Digital Publishing and DPA Coordinator. Fidler can be contacted at fidlerr@rjionline.org. He was assisted by Adam Maksl, a Ph.D. student at the Missouri School of Journalism in Columbia.

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
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About Zoran Opalić

Around the World: 1997. NY, USA - Design Workshop at the New York School of Visual Arts // 2003. Hamburg, Germany - Mario Garcia Studio - media design,future of print media.// 2004. Innsbruck, Austria - News Desk, News Desk work shop// 2007. NY, USA - Future of Media and New Technology, New York // 2007. Miami, USA - "React to the news in the short term - in the newsroom work flow". More info: January 1st, 2008: madeIN magazine. Occupation or position held: Publisher/Owner Name and address of employer: Dobro Slovo Brace Domany 8, 10000 Zagreb (Croatia) Type of business or sector Publishing (Magazine) Web January 1st, 2001 - December 31st, 2007 Vecernji list daily. Occupation or position held: Art Director Type of business or sector Publishing, Daily Newspaper. Early Years: I have worked on a different creative media projects — Jutarnji list daily (at the time - 1998. new daily newspapers in Croatia), Globus, Studio, HAK, Nova Vjencanja, Auto Plus...

Discussion

2 thoughts on “iPad research results spring 2011 by Reynods Journalism Institute

  1. 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 am
  2. Quality info. You are the best!
    Robert, ND

    Posted by Anonymous | July 15, 2011, 8:21 am

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