comScore: awareness of the iPad high right out of the gate
TweetFollow Us on Twitter

comScore: awareness of the iPad high right out of the gate

comScore (http://www.comscore.com), which measures the digital world, has released the results of a survey of 2,176 Internet users regarding their awareness, attitudes and opinions of the Apple iPad and other e-readers/tablet devices.

Results were analyzed across age and gender profiles, as well as the “iOwners” consumer segment, defined as those owning either an iPhone or iPod touch.

“The tablet and e-reader market is developing at a breakneck pace right now, and Apple’s entry into the market is sure to accelerate mainstream consumer adoption,” says Serge Matta,
comScore executive vice president. “These devices have the potential to be incredibly disruptive to the way consumers currently access digital content. While only time will tell exactly how consumer behavior will change, our research suggests that not only will a variety of markets be impacted by the introduction of these devices but also that there are substantial opportunities for those in the digital content ecosystem.”

Consumers were asked several questions regarding their awareness of various e-readers and tablet devices and their past purchase behavior or intent to purchase these devices. The results showed very high awareness of the iPad out of the gate, with an aided awareness of 65%, the same as that of the Amazon Kindle e-reader.

Overall, consumers have demonstrated a high level of interest in these types of devices with between 58% and 69% of consumers having conducted online research of the top five devices. Amazon Kindle rated highest in terms of current device ownership at 6% of all Internet users, followed by Sony Reader at %. The iPad rated highest in terms of consumers seriously considering purchase over the next three months at 15% of Internet users, with the Kindle at 14%.

Consumers were also questioned about which features and activities they would be most likely to use if they owned an iPad, with responses indicating that they viewed the iPad differently than a traditional e-reader. Just 37% of respondents indicated they were “likely” or “very likely” to read books on the device, nine percentage points higher than those who indicated they would be “unlikely” or “very unlikely." Nearly half indicated a high likelihood of using the iPad for browsing the Internet (50%) and email (48%), while more than one-third said they would use it for listening to music (38%), reading books (37%), maintaining an address book/contact list (37%), watching videos/movies (36%), storing and viewing photos (35%) and reading newspapers and magazines (34%).

Results also showed that iOwners exhibited very different characteristics and receptivity to the purchase and use of digital content than non-iOwners. 52% of iOwners said they were willing or very willing to pay for newspaper and magazine subscriptions specially formatted for e-readers, compared to just 22% of non-iOwners. Similarly, 50% of iOwners who also own an e-reader said they had spent at least US$60 on e-books in the past three months compared to only 24% of non-iOwners. These findings suggest that those who are already familiar and comfortable with making digital content purchases via iTunes may have a relatively higher receptivity to making similar purchases for the iPad.

Several additional findings emerged from the research:

° Male and female survey participants had nearly identical favorability around the choice of the name “iPad” In the case of both genders, approximately 49% had a positive impression of the name, 27% were indifferent, and 24% had a negative impression.

° While ownership of an iPhone or iPod touch was a strong predictor of those who have already ordered an iPad, it was not a strong predictor of purchase intent. 3% of iOwners had already purchased the iPad compared to 1% of non-iOwners, but 15%of each consumer segment indicated an intention to purchase the device in the next three months.

° iOwners had significantly higher awareness of the iPad than non-iOwners, with 84% of iOwners having heard of the iPad compared to 61% of non-iOwners. 22% of iOwners also indicated they had seen an iPad commercial on TV compared to just 12% of non-iOwners.

° The most important device attributes that consumers indicated they would like to have included in the iPad were: ability to use multiple applications/programs at once (43%), having a screen the same size as a laptop or desktop computer (37%) and having a built-in camera (34%). Among iOwners, the percentages were substantially higher at 56, 66 and 51%, respectively.

Consumers were asked about whether they would use an iPad “instead of” or “in addition to” other digital devices, and indicated the highest likelihood of substituting for the iPod touch (37%). Despite widespread belief that the iPad might threaten netbook adoption, only 22% of consumers said they would use it instead of the device.

Consumers’ existing carrier service appears to be a significant determinant of purchase intent, with 25% of AT&T Wireless customers who are aware of the iPad saying they intend to purchase the device in the next three months compared to just 10% of Verizon customers.

34% of males indicated they were likely to use the iPad for playing action/strategy/role-playing games compared to 28% of females. More than half of 18-24 year olds (53%) said they were likely to use the iPad for this form of gaming, 15 percentage points higher than 25-34 year olds, the next highest age segment.

Younger consumers indicated a high willingness to pay for news and magazines specially formatted for e-readers. 68% of 25-34 year olds and 59% of 35-44 year olds said they were willing to pay for this content, representing substantially higher percentages than people age 45 and older.

 

Community Search:
MacTech Search:

Software Updates via MacUpdate

How to win big in Slots Deluxe
Cheating while gambling is illegal and morally wrong, and in some parts of the world it leads to men with names like Vinnie "Six Knuckles" Manchenzo beating you to a pulp in a dark alley. [Read more] | Read more »
How to take over the world in Dictator 2
Running a country isn't easy - especially when you're a dictator who wants to take over the world and crush everyone in your path while you do it. [Read more] | Read more »
Tips and tricks to get a higher score in...
Tank.iois - you guessed it! - another multiplayer arena battler likeAgar.io and Slither.io. It does differentiate itself by putting you in a tiny tank though, so it's not exactly the same. To help you get that all-important high score, we've got a... | Read more »
How to unlock characters in One Tap Tenn...
As the title suggests, One Tap Tennis requires only a single tap to play its particular brand of tennis, and rewards you with a ton of unlockable characters if you perform well. Fortunately for you, we at 148Apps have got a few tips and tricks to... | Read more »
Grab it now: Game Craft’s Legend of War...
The real time strategy game is now available for you to sink your teeth into, through the App Store and Google Play. Combining elements of skill, strategy and empire building, Legend of War is a real gamers’ game. [Read more] | Read more »
Skateboard Party 3 ft. Greg Lutzka (Gam...
Skateboard Party 3 ft. Greg Lutzka 1.0 Device: iOS Universal Category: Games Price: $1.99, Version: 1.0 (iTunes) Description: Skateboard Party is back! This third edition of the popular sports franchise features professional skater... | Read more »
Cubious (Games)
Cubious 1.0 Device: iOS Universal Category: Games Price: $.99, Version: 1.0 (iTunes) Description: Cubious – How smart are you? How high is your IQube? Solve the impossible puzzles to find out, and help a lost little cube find his... | Read more »
Goat Simulator Waste of Space (Games)
Goat Simulator Waste of Space 1.1 Device: iOS Universal Category: Games Price: $4.99, Version: 1.1 (iTunes) Description: ** IMPORTANT - SUPPORTED DEVICESiPhone 4S, iPad 2, iPod Touch 5 or better.** | Read more »
Wildfulness - Unwind in nature and calm...
Wildfulness - Unwind in nature and calm your mind with nature sounds and illustrations 1.0 Device: iOS Universal Category: Healthcare & Fitness Price: $1.99, Version: 1.0 (iTunes) Description: Spending time in nature helps you to... | Read more »
Dr. Panda Racers (Education)
Dr. Panda Racers 1.0 Device: iOS Universal Category: Education Price: $2.99, Version: 1.0 (iTunes) Description: STEP ON THE GAS, RACE AND WIN!Fasten your seat belts and get ready to race! Speed your way to the finish line while doing... | Read more »

Price Scanner via MacPrices.net

Enterprise Workers Pick Technology Over Perks...
New Adobe study shows surprising attitudes about office jobs and where the future of work is heading. Adobe has released survey findings revealing that a surprising 70 percent of U.S. office workers... Read more
Goal Zero and OtterBox Partner to Expand iPh...
Goal Zero, specialists in portable power, have announced a partnership with OtterBox, brand smartphone case protection, to offer the Slide and Slide Plus Batteries as modules compatible with the new... Read more
15-inch Retina MacBook Pros on sale for up to...
B&H Photo has 15″ Retina MacBook Pros on sale for up to $210 off MSRP. Shipping is free, and B&H charges NY tax only: - 15″ 2.2GHz Retina MacBook Pro: $1799 $200 off MSRP - 15″ 2.5GHz Retina... Read more
Clearance 2015 13-inch MacBook Airs available...
B&H Photo has clearance 2015 13″ MacBook Airs available for $250 off original MSRP. Shipping is free, and B&H charges NY sales tax only: - 13″ 1.6GHz/4GB/128GB MacBook Air (MJVE2LL/A): $799... Read more
Apple refurbished Apple TVs available for up...
Apple has Certified Refurbished 32GB and 64GB Apple TVs available for up to $30 off the cost of new models. Apple’s standard one-year warranty is included with each model, and shipping is free: -... Read more
21-inch iMacs on sale for up to $120 off MSRP
B&H Photo has 21″ iMacs on sale for up to $120 off MSRP including free shipping plus NY sales tax only: - 21″ 3.1GHz iMac 4K: $1379.99 $120 off MSRP - 21″ 2.8GHz iMac: $1189 $110 off MSRP - 21″ 1... Read more
Kanex Introduces GoPower USB-C Rechargeable B...
Kanex has announced its GoPower USB-C portable battery for the USB-C MacBook, featuring the new industry standard connector and cable used for connectivity and power. Providing users with a new... Read more
Convertible and Detachable Devices Winning Ov...
According to the latest figures published by International Data Corporation (IDC), Western European shipments of ultraslim convertibles and detachables posted positive growth (44.7%) to account for... Read more
New MacBook Pros And Will MacBook Air Be Upgr...
With my mid-2013 13-inch MacBook Air closing on its third anniversary come November, I’m in system upgrade mode. Actually the Haswell CPU equipped Air is still doing a fine job, but my good wife is... Read more
Apple’s Education discount saves up to $300 o...
Purchase a new Mac or iPad using Apple’s Education Store and take up to $300 off MSRP. All teachers, students, and staff of any educational institution qualify for the discount. Shipping is free, and... Read more

Jobs Board

*Apple* Project Engineer - Smart Source Inc...
SmartSource is in need of an Apple Project Engineer for a 12 month contract opportunity in Pittsburg, PA. Role: Apple Project Engineer Location: Pittsburg, PA Read more
Automotive Sales Consultant - Apple Ford Linc...
…you. The best candidates are smart, technologically savvy and are customer focused. Apple Ford Lincoln Apple Valley is different, because: $30,000 annual salary Read more
Service Assistant - *Apple* Chevrolet *App...
Apple Automotive is one of the fastest growing dealer...and it shows. Consider making the switch to the Apple Automotive Group today! At Apple Automotive, we Read more
Editor, *Apple* News - APPLE (United States...
Job Summary The Apple News team is looking for a passionate and knowledgeable editor with experience covering entertainment/pop culture and experience running social Read more
*Apple* Nissan Service Technicians - Apple A...
Apple Automotive is one of the fastest growing dealer...and it shows. Consider making the switch to the Apple Automotive Group today! At Apple Automotive , Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.