ipad owner study first wave excerpt

8/3/2019 iPad Owner Study First Wave Excerpt

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1Copyright 2010. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential andmay not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.

Consumer TechnologyThe NPD Group, Inc.

September 2010

Apple iPad Owner Study


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Proprietary andConfidentialSource: The NPD Group / iPad Owner Study

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About this NPD Report Excerpt

This presentation includes a few of the slides fromNPDs first iPad Owners study published in September2010. It provided a first look at the early adopters ofApples tablet. We have included the original table ofcontents so that you may see what the scope of the fullreport included.

Since then NPD has published a second wave of thestudy looking at how behaviors may have changed in themonths since consumers acquired the iPad and have

recently completed a third wave prior to the introductionof the iPad 2.

NPD is pleased to share this excerpt with attendees ofCTIA Wireless 2011.


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3

Table of Contents

Study Objectives & Methodology p.3

An Industry Perspective by Stephen Baker p.4

Executive Summary p.7

Study Results

iPad Awareness/Purchase Interest: August 2010 vs. March 2010 p. 19

iPad Owner Sample Insights p. 27iPad Purchase Insights p. 33

iPad Cannibalization of Other Devices p. 40

iPad Ownership Experience p. 46

Impact of iPad Ownership on Computing Activities p. 62

Apps Downloaded for iPad p. 72

Accessories Owned for iPad p. 75

Appendix A: Demographic Profiles p.78

Appendix B: About the NPD Group, Inc. p.79


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4

Objectives and Methodology

Objective

To determine how iPad Owners are using their iPads, As well as understand consumers opinions regardingthe types of activities they perform on their iPad.

Methodology

An online survey was fielded August 6 th August 13th, 2010 to a U.S. representative sample of adults (18+)to measure trends from NPD Groups Apple iPad:Consumers Perceptions and Attitudes Report *,released March 2010 and a pre-identified sample of Apple iPad owners from NPDs Proprietary OnlineRegistered Panel. Panel members were asked to visit the NPD Online Research Survey Site in order tocomplete and submit the survey. As an incentive to complete this survey, respondents were offered points

that can be redeemed for prizes.

Ending Sample Sizes

Total:

To tal US Rep respondents: 562

18-34 year o lds 123

35-44 year o lds 89


55+ year olds 212

Males 253

Females 309

To tal iPad Owners 557



55+ year olds 198

Males 267

Females 290

* - The full report is availableat a discount to those whoordered this report


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5

73%75%

72%

68%

72%

65%

Total Male Female

August 2010 March 2010

In total, almost three-in-four respondents had heard of the iPad prior to the study, slightly more thanthe total reported in March of 2010.

Q.R1 Before today, had you heard of the Apple iPad?

iPad Awareness

Base: US Rep Consumers


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6

48%

37%

31%

29%

29%

26%

25%

21%

16%

13%

11%

10%

3%

43%

33%

31%

18%

27%

30%

34%

24%

12%

22%

12%

12%

Multi-touch screen

Can use w ithout a desktop surf ace

Slim design

I would like a mobile device f or reading e-

books

Optional keyboard rather than using the smaller

smartphone/iPhone keyboard

I would like a mobile device f or w atching

movies/video content

Long battery life

I like the Apple brand

Optional 3G access

Price/value

Easier to use than a Mac or PC

Compatible w ith iPhone apps

Other

Total - August 2010

Total - March 2010

The leading reason driving interest in the iPad for both periods is its multi-touch screen, with desire for a mobiledevice for e-Books showing the largest gain from March

Q.R3 What are the top three reasons that you are interested in the Apple iPad?

Top 3 Reasons Driving Interest in iPad by Age

Base: Interested in owning Apple iPad


7/16Proprietary andConfidentialSource: The NPD Group / iPad Owner Study

7

49%

46%

24%

18%

7%

6%

5%

5%

5%

3%

2%

13%

42%

48%

32%

17%

9%

6%

6%

6%

9%

5%

2%

Too expensive

It doesn't fit my lifestyle

I w ould rather use a notebook or netbook PC

instead of an iPad

Don't like being locked into Apple content or

apps

No physical keyboard

iPad doesn't support Adobe Flash

It doesn't run more than one app at a time

Waiting for w hat competitive brands w ill

offer

No front-f acing camera/inability for videoconferencing

I already have similar devices

Waiting for next generation iPad

Other

Total -

August

2010

Total -

March

2010

Only about one-in-four (24%) said they were not interested in owning the iPad because they wouldprefer to use a notebook or netbook PC.

QR.5 Why Are You Not Interested In The Apple iPad?

Reasons for non-interest in iPad

Base: not interested in iPad



8

37%

12%

7%

44%

33%

11%

10%

47%

40%

13%

5%

42%

Unlimited/$29.99 per month

250MB/$14.99 per month

2GB/$25 per month

None - I don't currently subscribe to a

data plan

Total

Owned iPad About 2

months or less

Owned iPad About 3

months or more

Many 3G owners, 44%, claim no data plan which may indicate plans for the future and 37% signed up for the$29.99/month unlimited plan.

Q.25 What data plan do you use for your iPad?

Data Plan Used Among Those Owning 3G Models

Base: iPad 3G Model Owners



9

82%

80%

67%

58%

49%

48%

38%

15%

10%

1%

Printer

Any Other Apple Device (NET)

Any PC Computer (NET)

Any Apple iPod (NET)

Any iPhone or Smartphone (NET)

Any Apple Computer (NET)

Any Apple iPhone (NET)

Any e-reader (NET)

Other MP3 player

Other Tablet PC

Apple iPad owners tend to be highly engaged in the Apple brand, with 80% of iPad owners alsoowning at least one other Apple device.

Other Devices Owned by iPad Owners

Base: iPad Owners

Q.1 Do you own any of these devices?


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Almost half of iPad owners decided to buy the iPad before it was released, or as soon as it was released with18-34 above that average and 55+, slightly more cautious. below the average.

33%

37%

31%

13%

20%

11%

13%

31%

27%

29%

36%

22%

21%

24%

21%

34%Total

18-34

35-54

55+

Before it w as released for sale As soon as it was released for sale Sometime after it w as released for sale N/A/someone else made the decision to purchase the iPad

Q.5 When did you decide you were going to buy the iPad?

Timing of Decision to Purchase iPad

Base: iPad Owners


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Satisfaction with iPad is high across these demographics, especially 55+ and mid-incomeranges.

75%

71%

70%

70%

78%

72%

78%

71%

65%

78%

21%

20%

22%

23%

23%

18%

23%

17%

22%

28%

17%

5%

4%

6%

7%

6%

3%

5%

4%

5%

7%

4%

1%

2%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

1%

73%Total

Male

Female

18-34

35-54

55+

Under $45K

$45K-$74.9K

$75K+

About 2 months or less

About 3 months or more

Very satis fied Somewhat satis fied Neither satisf ied nor dissatis fied Somewhat dissatis fied Very dissatis fied

Q.14 Overall, how satisfied are you with your iPad?

iPad Satisfaction

Base: iPad Owners

Gender

Age

Length ofiPad

Ownership

Income


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Although the ownership cycle is still in relative infancy, the iPad doesnt seem to be a flash in the pan for mostowners. Only 12% say they are using the device less often now than when they first acquired it. Interestingly,older iPad owners appear to have become increasingly engaged users over time.

18%

30%

37%

28%

32%

58%

66%

59%

52%

56%

59%

12%

17%

11%

11%

16%

9%

30%Total

18-34

35-54

55+

About 2 months or less

About 3 months or more

More Same Less

Q.21 Are you now using your iPad more, less or about the same as when you first acquired it?

Change in iPad Usage Over Time

Base: iPad Owners

Age

TimeOwned

iPad


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688

554

478

373

333 323 318

246216 206

188 175153 152

116 11686

72

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Q.3 Please indicate the tasks/activities you perform/participate in on each device you own.

iPad Activities vs. Smartphone*

More likely toperform on iPad

More likely to performon Smartphone

Base: iPad Owners Who Also Own Smartphone

*Low Base: n


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66%

63%

61%

50%

48%

45%

44%

36%

33%

29%

25%

22%

19%

15%

14%

11%

6%

21%

18%

10%

4%

4%

9%

6%

4%

2%

2%

2%

2%

1%

2%

1%

1%

3%

Games

e-Books

News/weather/sports apps

Maps/navigation apps

Music/Songs

Social networking/communication apps

Newpapers and/or Magazines

Movies

Lifestyle/health apps (s uch as recipes, calorie counters, etc.)

Shopping/product research apps

TV Shows

Podcasts

Personal finance apps

Educational apps for children

Non-game entertainment apps (such as horoscope, daily joke, etc.)

Adult education apps (such as learning a language)

Other

Apps Downloaded

Apps Used Most Often

Games appeared to be the most frequently downloaded app, and likewise, it was reported asbeing used the most often as well. E-Books were reported as being used slightly less often, as justunder one-in-five indicated that they used them.

Q.24 What types of apps or content have you downloaded onto your iPad?/Q.24b Which one type of content/app on your iPad do you use most often?

Apps Used Most Often

Base: iPad Owners

More than eight in ten people reported owning an accessory specifically for their iPad Carry


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84%

72%

34%

28%

20%

20%

18%

12%

7%

3%

Any (NET)

Carry case

Charging dock

Screen protector

Keyboard

Car charger

Camera connection kit

SD card reader

Car headrest/backseat mount

Other

More than eight-in-ten people reported owning an accessory specifically for their iPad. Carrycases were the most popular accessories, as just under three-in-four people reported using onefor their device.

Q.26 What accessories do you own specifically for your iPad? Please indicate if each accessory you own is an Apple brand or other brand accessory.

Accessories Owned

Base: iPad Owners


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Proprietary andC fid ti lSource: The NPD Group / iPad Owner Study

16

About The NPD Group, Inc.

About The NPD Group, Inc.The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide rangeof industries. Today, more than 1,700 manufacturers, retailers, and service companies rely on NPD to help them drivecritical business decisions at the global, national, and local market levels. NPD helps our clients to identify new businessopportunities and guide product development, marketing, sales, merchandising, and other functions. Information isavailable for the following industry sectors: automotive, beauty, commercial technology, consumer technology,

entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. Formore information, contact us or visit http://www.npd.com/and http://www.npdgroupblog.com. Follow us on Twitter:@npdtech and @npdgroup.
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ipad owner study first wave excerpt

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