The iPad and its Owner: Key Trends and Statistics 2013
When Simba added the iPad to its analysis in Trade E-Book Publishing report series, we noticed that while some consumers began using the new device for e-books, there wasn’t an astronomical change in the adoption rate of digital reading. Only months after the first iPad went on sale did we confirm that close to half of iPad owners have never used the device to read e-books—an exercise that raised several questions about the device and the consumer who uses it: What percentage of the adult population actually owns an iPad and how is that changing? What extent do iPad owners read e-books and engage with other kinds of media? Do they spend more on digital book content than users of other devices?
Simba is proud to present the answers to those questions in an all-new report, The iPad and its Owner 2013. Through its proprietary nationally representative survey that has quietly tracked iPad ownership and usage trends regularly since 2010 as well as additional analysis, The iPad and its Owner seeks to undo a lot of common misconceptions about the device and where it stands in relation to the future of media. Full demographic details of the iPad owner and their relationship with books, newspapers, magazines and the Internet are fully documented, as well as five-year projections from Simba’s trusted analyst team on what the iPad and the tablet market will look like five years down the road—and how far the device has come in just two years. Exhaustive sychographic details on the iPad owner are also included, which gives users of this report a clear window into the minds of millions of adults who own a device that defined—if not created—the tablet market.
Simba is proud to present the answers to those questions in an all-new report, The iPad and its Owner 2013. Through its proprietary nationally representative survey that has quietly tracked iPad ownership and usage trends regularly since 2010 as well as additional analysis, The iPad and its Owner seeks to undo a lot of common misconceptions about the device and where it stands in relation to the future of media. Full demographic details of the iPad owner and their relationship with books, newspapers, magazines and the Internet are fully documented, as well as five-year projections from Simba’s trusted analyst team on what the iPad and the tablet market will look like five years down the road—and how far the device has come in just two years. Exhaustive sychographic details on the iPad owner are also included, which gives users of this report a clear window into the minds of millions of adults who own a device that defined—if not created—the tablet market.
METHODOLOGY
EXECUTIVE SUMMARY
CHAPTER 1: INTRODUCTION
Table 1.1: iPad Ownership Trends (2010-2012)
Table 1.2: Global iPad Sales Data (Q1 2011-Q4 2012)
CHAPTER 2: IPAD OWNER DEMOGRAPHICS_
Introduction
The Demographics of iPad Owners
Gender
Age Group
Marital Status
Designated market Area (DMA)
No. of Children in Household
Age of Children in Household
By Employment Status
Educational Attainment
Race Ethnicity
By Household Income Bracket
Table 2.1: iPad Owner Demographics by Gender
Table 2.2: iPad Owner Demographics by Age Group
Table 2.3: iPad Owner Demographics by Marital Status
Table 2.4: iPad Owner Demographics by DMA
Table 2.5: iPad Owner Demographics by Children in Household
Table 2.6: iPad Owner Demographics by Age of Children in Household
Table 2.7: iPad Owner Demographics by Employment Status
Table 2.8: iPad Owner Demographics by Educational Attainment
Table 2.9: iPad Owner Demographics by Race/Ethnicity
Table 2.10: iPad Owner Demographics by Household Income Bracket
CHAPTER 3: TRENDS IN OWNERSHIP AND USAGE
Introduction
Book Reading Habits
Book Purchasing habits
Free and Borrowed Book Consumption Habits
How much Does iPad Owners spend on E-Books?
iPad Owners and Preferred Book Purchasing Locations
Children’s Print and Digital Books
The Other Gadget in the iPad Owner’s Orbit
Table 3.1: Over the Last Twelve Months, How Many Printed Hardcover Books Did you Read?
Table 3.2: Over the Last Twelve Months, How Many Printed Paperback Books Did you Read?
Table 3.3: Over the Last Twelve Months, How Many E-Books Did you Read?
Table 3.4: Over the Last Twelve Months, How Many E-Books Did you Buy?
Table 3.5: Over the Last Twelve Months, How Many Printed Hardcover Books Did you Buy?
Table 3.6: Over the Last Twelve Months, How Many Printed Paperback Books Did you Buy?
Table 3.7: Over the Last Twelve Months, How Many E-Books Did You Get A Free Copy Of?
Table 3.8: Over the Last Twelve Months, How Many Printed Hardcover Books Did You Borrow or Get A Free Copy Of?
Table 3.9: Over the Last Twelve Months, How Many Paperback Books Did You Borrow or Get A Free Copy Of?
Table 3.10: Over the Last Twelve Months, How Much Money Have you Spent on E-Books?
Table 3.11: Over the Last Twelve Months, Where Did You Get Your Printed Books?
Table 3.12: Opinions on Children, Reading and Technology (All Adults, E-Book Users and iPad Owners) Any Agree
Table 3.13: Hardware Used by E-Book Users Over the Last Three Months (June-August 2012)
CHAPTER 4: SOCIAL MEDIA, TELEVISION, NEWSPAPERS, AND OTHER
Media Habits
Introduction
Recent Media Use
Television
Magazines
Newspapers
Radio
Social Media
Web Sites Visited in Last Seven Days
Table 4.1: Overview of iPad Owning Population (U.S. Adults): Recent Media Use
Table 4.2: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions Of Television (Strongly Agree)
Table 4.3: Overview of iPad Owning Population Psychographics Scale: Television Involvement
Table 4.4: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Magazines (Strongly Agree)
Table 4.5: Overview of iPad Owning Population Psychographic Scale: Magazine Involvement
Table 4.6: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Newspapers (Strongly Agree)
Table 4.7: Overview of iPad Owning Population Psychographic Scale: Newspaper Involvement
Table 4.8: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Radio (Strongly Agree)
Table 4.9: Overview of iPad Owning Population Psychographic Scale: Radio Involvement
Table 4.10: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Social Media (Strongly Agree)
Table 4.11: Overview of iPad Owning Population (U.S. Adults): Web Sites Visited in the Last Seven Days
CHAPTER 5: CONSUMER PSYCHOGRAPHICS
Introduction
Views on the Internet
Views on Mobile Phones
General Lifestyle Statements
Advertising Receptivity
Advertising Negativity/Statements on Advertising
Views on Shopping/Retail Experiences
Looking Ahead
Table 5.1: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of the Internet (Strongly Agree)
Table 5.2: Overview of iPad Owning Population Psychographic Scale: Internet Activity
Table 5.3: Overview of iPad Owning Population Psychographic Scale: Internet Activity News Seeking
Table 5.4: Overview of iPad Owning Population Psychographic Scale: Internet Activity: Research/Information Gathering
Table 5.5: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions on Cell Phones
Table 5.6: Overview of iPad Owning Population Psychographic Scale: Early Adopter
Table 5.7: Overview of iPad Owning Population Psychographic Scale: Tech Shy
Table 5.8: Overview of iPad Owning Population (U.S. Adults): Lifestyle Statements (Strongly Agree)
Table 5.9: Overview of iPad Owning Population Psychographic Scale: Health and Image Leader
Table 5.10: Overview of iPad Owning Population (U.S. Adults): Where Video Ads Were Noticed, Last 30 Days
Table 5.11: Overview of iPad Owning Population (U.S. Adults): Where Non-Video Ads Were Noticed, Last 30 Days
Table 5.12: Overview of iPad Owning Population Psychographic Scale: Advertising Receptivity
Table 5.13: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Advertising
Table 5.14: Overview of iPad Owning Population Psychographic Scale: Advertising Negativity
Table 5.15: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Shopping (Strongly Agree)
Table 5.16: Overview of iPad Owning Population Economic Outlook: Better/Worse Off Now vs. 12 Months Ago
Table 5.17: Overview of iPad Owning Population Psychographic Scale: Financially Bette/Worse For Next 12 Months
Table 5.18: Overview of iPad Owning Population Psychographic Scale: Outlook on an American Economy
CHAPTER 6: CONCLUSIONS AND PROJECTIONS
Introduction
Table 6.1: iPad Ownership Projections (2013-2017)
Table 6.2: Global iPad Unit Sale Projections (2013-2017)
EXECUTIVE SUMMARY
CHAPTER 1: INTRODUCTION
Table 1.1: iPad Ownership Trends (2010-2012)
Table 1.2: Global iPad Sales Data (Q1 2011-Q4 2012)
CHAPTER 2: IPAD OWNER DEMOGRAPHICS_
Introduction
The Demographics of iPad Owners
Gender
Age Group
Marital Status
Designated market Area (DMA)
No. of Children in Household
Age of Children in Household
By Employment Status
Educational Attainment
Race Ethnicity
By Household Income Bracket
Table 2.1: iPad Owner Demographics by Gender
Table 2.2: iPad Owner Demographics by Age Group
Table 2.3: iPad Owner Demographics by Marital Status
Table 2.4: iPad Owner Demographics by DMA
Table 2.5: iPad Owner Demographics by Children in Household
Table 2.6: iPad Owner Demographics by Age of Children in Household
Table 2.7: iPad Owner Demographics by Employment Status
Table 2.8: iPad Owner Demographics by Educational Attainment
Table 2.9: iPad Owner Demographics by Race/Ethnicity
Table 2.10: iPad Owner Demographics by Household Income Bracket
CHAPTER 3: TRENDS IN OWNERSHIP AND USAGE
Introduction
Book Reading Habits
Book Purchasing habits
Free and Borrowed Book Consumption Habits
How much Does iPad Owners spend on E-Books?
iPad Owners and Preferred Book Purchasing Locations
Children’s Print and Digital Books
The Other Gadget in the iPad Owner’s Orbit
Table 3.1: Over the Last Twelve Months, How Many Printed Hardcover Books Did you Read?
Table 3.2: Over the Last Twelve Months, How Many Printed Paperback Books Did you Read?
Table 3.3: Over the Last Twelve Months, How Many E-Books Did you Read?
Table 3.4: Over the Last Twelve Months, How Many E-Books Did you Buy?
Table 3.5: Over the Last Twelve Months, How Many Printed Hardcover Books Did you Buy?
Table 3.6: Over the Last Twelve Months, How Many Printed Paperback Books Did you Buy?
Table 3.7: Over the Last Twelve Months, How Many E-Books Did You Get A Free Copy Of?
Table 3.8: Over the Last Twelve Months, How Many Printed Hardcover Books Did You Borrow or Get A Free Copy Of?
Table 3.9: Over the Last Twelve Months, How Many Paperback Books Did You Borrow or Get A Free Copy Of?
Table 3.10: Over the Last Twelve Months, How Much Money Have you Spent on E-Books?
Table 3.11: Over the Last Twelve Months, Where Did You Get Your Printed Books?
Table 3.12: Opinions on Children, Reading and Technology (All Adults, E-Book Users and iPad Owners) Any Agree
Table 3.13: Hardware Used by E-Book Users Over the Last Three Months (June-August 2012)
CHAPTER 4: SOCIAL MEDIA, TELEVISION, NEWSPAPERS, AND OTHER
Media Habits
Introduction
Recent Media Use
Television
Magazines
Newspapers
Radio
Social Media
Web Sites Visited in Last Seven Days
Table 4.1: Overview of iPad Owning Population (U.S. Adults): Recent Media Use
Table 4.2: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions Of Television (Strongly Agree)
Table 4.3: Overview of iPad Owning Population Psychographics Scale: Television Involvement
Table 4.4: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Magazines (Strongly Agree)
Table 4.5: Overview of iPad Owning Population Psychographic Scale: Magazine Involvement
Table 4.6: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Newspapers (Strongly Agree)
Table 4.7: Overview of iPad Owning Population Psychographic Scale: Newspaper Involvement
Table 4.8: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Radio (Strongly Agree)
Table 4.9: Overview of iPad Owning Population Psychographic Scale: Radio Involvement
Table 4.10: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Social Media (Strongly Agree)
Table 4.11: Overview of iPad Owning Population (U.S. Adults): Web Sites Visited in the Last Seven Days
CHAPTER 5: CONSUMER PSYCHOGRAPHICS
Introduction
Views on the Internet
Views on Mobile Phones
General Lifestyle Statements
Advertising Receptivity
Advertising Negativity/Statements on Advertising
Views on Shopping/Retail Experiences
Looking Ahead
Table 5.1: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of the Internet (Strongly Agree)
Table 5.2: Overview of iPad Owning Population Psychographic Scale: Internet Activity
Table 5.3: Overview of iPad Owning Population Psychographic Scale: Internet Activity News Seeking
Table 5.4: Overview of iPad Owning Population Psychographic Scale: Internet Activity: Research/Information Gathering
Table 5.5: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions on Cell Phones
Table 5.6: Overview of iPad Owning Population Psychographic Scale: Early Adopter
Table 5.7: Overview of iPad Owning Population Psychographic Scale: Tech Shy
Table 5.8: Overview of iPad Owning Population (U.S. Adults): Lifestyle Statements (Strongly Agree)
Table 5.9: Overview of iPad Owning Population Psychographic Scale: Health and Image Leader
Table 5.10: Overview of iPad Owning Population (U.S. Adults): Where Video Ads Were Noticed, Last 30 Days
Table 5.11: Overview of iPad Owning Population (U.S. Adults): Where Non-Video Ads Were Noticed, Last 30 Days
Table 5.12: Overview of iPad Owning Population Psychographic Scale: Advertising Receptivity
Table 5.13: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Advertising
Table 5.14: Overview of iPad Owning Population Psychographic Scale: Advertising Negativity
Table 5.15: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Shopping (Strongly Agree)
Table 5.16: Overview of iPad Owning Population Economic Outlook: Better/Worse Off Now vs. 12 Months Ago
Table 5.17: Overview of iPad Owning Population Psychographic Scale: Financially Bette/Worse For Next 12 Months
Table 5.18: Overview of iPad Owning Population Psychographic Scale: Outlook on an American Economy
CHAPTER 6: CONCLUSIONS AND PROJECTIONS
Introduction
Table 6.1: iPad Ownership Projections (2013-2017)
Table 6.2: Global iPad Unit Sale Projections (2013-2017)
