The iPad and its Owner: Key Trends and Statistics 2013

• Publication date: November 2012
• Report size: 87 pages

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 con...

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.

Book Publishing Industry in the United States

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)