IDG Publishes Global Survey on iPad in the Business World
The recent survey on iPad published by research firm IDG has revealed some interesting statistics and trends. The survey concentrated on the usage of Apple's tablet in a business context with a focus on IT and business professionals. While the tablet hasn't really prompted the majority to abandon any other devices, the survey found that 12% of those surveyed has mentioned that their "iPad has completely replaced their laptops" with another 6% "saying it has supplanted their PCs".
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IDG - Nearly a quarter of respondents even have their iPad supplied by work, a statistic which climbs sharply in continents like Africa (47%) and Europe (40%). In addition to this, a surprising 51% of those surveyed always use the device at work, almost as many who always use it at home (54%). This is especially true in the Middle East and Africa, where over 70% always use it at work and less than half always use it at home.
The results also show stark changes in content consumption, and provide evidence that B2B marketers should tailor information to the tablet medium:
97% of professionals use the iPad for reading
70% now buy fewer physical books and newspapers
72% of iPad owners carry their laptop less
66% say the iPad has partially or completely replaced their laptop
The survey revealed a robust loyalty to Apple with 83% globally stating they would not consider buying a different tablet device next time. Kathryn Cave, editor at IDG Connect International said “This research shows the tablet is fast becoming a true work device, provided by employers and used in the office for business communication. It also highlights some startling regional variations, emphasising the need for marketers to adapt content to local markets as well as new mediums.”