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The iPad and Its Owners: Trends and Statistics 2014

  • November 2013
  • -
  • Simba Information
  • -
  • 78 pages

What started as a spin-off report from Simba’s successful Trade E-Book Publishing report series has, with this second edition, grown into a vital research tool in its own right.

In the first edition of The iPad and Its Owner, less than 15% of U.S. adults owned an iPad. Today, even with all of the new and credible competition Apple’s tablet line is facing, about one in five adults own an iPad, and the number just keeps rising. By studying the iPad owner as well as their media habits separately from that of the entire U.S. adult population and other groups, Simba has found evidence of a rising class of adults still often use legacy content such as books, newspapers, television and radio—but their relationships with those and other forms of content is changing. And even though certain kinds of content is available on the iPad it is still no guarantee the consumer will use it: according to Simba, about half of all iPad owners do not use e-books and that ratio has stayed the same even as iPad ownership rates have soared.

New to this edition of The iPad and Its Owner: Trends and Statistics 2014 is data on what extent iPad owners use apps, how much they’ve spent on app/non-ebook content over the past twelve months, and where things stand with educational apps downloaded for children. The report still includes estimates on what the iPad market and tablet landscape will look like in five years, a full demographic profile of the iPad owner, trend information on how they feel about and interact with different kinds of media, psychographic details, and more.

The iPad and Its Owner: Trends and Statistics 2014, which contains over 55 charts spread over 60 pages of analysis, is the definitive and independent resource for any professional who wants to understand this rapidly expanding class of consumers and get a glimpse of how they think about books, magazines, television, social media and more. Get your copy today.

Table Of Contents

The iPad and Its Owners: Trends and Statistics 2014
Methodology
Executive Summary
Chapter 1: Introduction
Introduction
iPad Ownership Trends
Global iPad Sales Data
Table 1.1: iPad Ownership Trends (2010-2013)
Table 1.2: Global iPad Sales Data (Q1 2011-Q3 2013)
Chapter 2: iPad Owner Demographics
Introduction
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
App Usage on Smartphones and Tablets
Money Spent on Apps and Non-Book Smartphone/Tablet Content
Purchasing of Children's Educational Apps
Smartphone/Tablet Owners and E-Book Use
E-Books Read - Last 12 Months
E-Books Purchased - Last 12 Months
E-Books Acquired Free - Last 12 Months
E-Books - Where Acquired - Last 12 Months
E-Books - How Much Money Was Spent on Digital Books - Last 12 Months
E-Books - Hardware Used for Access - Last Three Months
Hardcover Book Reading Habits
Paperback Book Purchasing Habits
Printed Books - Where Purchased, Last 12 Months
Opinions on Children, Reading and Technology
Table 3.1: Do You Use Apps on Your Smartphone and/or Tablet?
Table 3.2: In the Last Twelve Months, How Much Have You Spent on Smartphone/Tablet Content (Apps/Periodicals, Videos, Etc.?)
Table 3.3: Have You Ever Purchased or Downloaded Any Educational Apps to be used by a child in the Past three months?
Table 3.4: Smartphone and Tablet Owners and E-Book Use
Table 3.5: Over the Last Twelve Months, How Many E-Books Did you Read?
Table 3.6: Over the Last Twelve Months, How Many E-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, Where Have you Purchased Your E-Books?
Table 3.9: Over the Last Twelve Months, How Much Money Have you Spent on E-Books?
Table 3.10: Hardware Used by E-Book Users Over the Last Three Months (April-June 2013)
Table 3.11: Over the Last Twelve Months, How Many Printed Hardcover Books Did You Read?
Table 3.12: Over the Last Twelve Months, How Many Printed Paperback Books Did You Buy?
Table 3.13: Over the Last Twelve Months, Where did you Buy Your Printed Books?
Table 3.14: Opinions on Children, Reading and Technology (All Adults, E-Book Users and iPad Owners) Any Agree
Chapter 4: Social Media, Television, Newspapers, and Other
Media Habits
Introduction
Recent Online Media Use
Television - Opinions on Television
Television - Psychographic Scale
Magazines - Opinions on Magazines
Magazines - Psychographic Scale
Newspapers - Opinions on Newspapers
Newspapers - Psychographic Scale
Radio - Opinions on Radio
Radio - Psychographic Scale
Social Media - Opinions on Social Media
Web Sites Visited in Last Seven Days
Table 4.1: Overview of iPad Owning Population (U.S. Adults): Recent Online 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 Psychographic 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
Internet - Opinions on Internet
Internet - Psychographic Scale
News Seeking - Psychographic Scale
Research/Information Gathering - Psychographic Scale
Views on Mobile Phones
Early Adopter - Psychographic Scale
Tech Shy - Psychographic Scale
General Lifestyle Statements
Health and Image Leader
Advertising - Where Video Ads Were Noticed
Advertising - Where Non-Video Ads Were Noticed
Advertising - Advertising Receptivity - Psychographic Scale
Advertising - Attitudes and Opinions about Advertising
Advertising - Advertising Negativity - Psychographic Scale
Shopping - Attitudes and Opinions
Economic Outlook - Now vs. 12 Months Ago
Economic Outlook - Financially Better/Worse Next 12 Months
Economic Outlook - Outlook on American Economy
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 (Strongly Agree)
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 Purchasing 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 (Strongly Agree)
Table 5.14: Overview of iPad Owning Population Psychographic Scale:
Advertising Negativity 60
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 Book Purchasing Population Psychographic Scale: Financially Better/Worse For Next 12 Months
Table 5.18: Overview of Book Purchasing Population Psychographic Scale:
Outlook on American Economy
Chapter 6: Conclusions and Projections
Introduction
Table 6.1: iPad Ownership Projections (2014-2018)
Table 6.2: Global iPad Unit Sale Projections (2014-2018)

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