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

Shadow Blade: Reload guide - How to hack...
Shadow Blade: Reload is the kind of action-platformer that would have happily sucked up hours of your time on a console a few years back.Now, you can take it with you wherever you go, and its mobile conversion is not too shabby at all. To help you... | Read more »
Tomb of the Mask guide - How to increase...
Tomb of the Mask is a great endless arcade game from Happymagenta in which quick reflexes and a persistent attitude can go a long way toward earning a top score. Check out these tips to see if you can give yourself an edge on the leaderboards. [... | Read more »
Smooth Operator! (Games)
Smooth Operator! 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: Smooth Operator is a weird, weird two-player kissing game. Squeeze in for 2 player fun on a single iPad, creating awkward... | Read more »
Sinless: Remastered (Games)
Sinless: Remastered 1.0 Device: iOS Universal Category: Games Price: $1.99, Version: 1.0 (iTunes) Description: | Read more »
_PRISM Guide - How to solve those puzzle...
_PRISM is a rather delightful puzzle game that’s been tailor made for touch screens. While part of the fun is figuring things out as you go along, we thought we’d offer you a helping hand at getting in the right mindset. Don’t worry about messing... | Read more »
Fractal Space (Games)
Fractal Space 1.3.1 Device: iOS Universal Category: Games Price: $.99, Version: 1.3.1 (iTunes) Description: Live the memorable experience of Fractal Space, a unique first person adventure & puzzle game by Haze Games! Will you... | Read more »
Set off on an adventure through the Cand...
Like match three puzzlers? If so, Jelly Blast, the innovative iOS and Android game which launched last year, is worth a look. Jelly Blast sees you head off on an epic adventure through the Candy Kingdom with your friends Lily, Mr. Hare, and Mr.... | Read more »
Ellipsis - Touch. Explore. Survive. (...
Ellipsis - Touch. Explore. Survive. 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: | Read more »
Abzorb (Games)
Abzorb 1 Device: iOS Universal Category: Games Price: $2.99, Version: 1 (iTunes) Description: Abzorb is a tilt game about consuming orbs by getting as close as you can to them without touching. By tilting your mobile device, collect... | Read more »
A Short Tale (Games)
A Short Tale 1.0 Device: iOS Universal Category: Games Price: $3.99, Version: 1.0 (iTunes) Description: It’s been years since I lost Ben, so long yet it doesn’t seem long enough. I never thought I’d return here, to where everything... | Read more »

Price Scanner via MacPrices.net

cb Hardcase – Handmade and Premium Protective...
Baden-Baden, Germany based company cb innovations has introduced the new cb Hardcase for iPhone. Featuring fine Italian Premium leather that makes for a unique look and feel, the cb Hardcase... Read more
Sale! B&H Photo offers 12-inch Retina Mac...
B&H Photo has 12″ Retina MacBooks on sale for $300 off MSRP for a limited time. Shipping is free, and B&H charges NY tax only: - 12″ 1.1GHz Gray Retina MacBook: $999 $300 off MSRP - 12″ 1.... Read more
App Annie Reveals Future of the App Economy:...
App Annie, a San Francisco based mobile app data and insights platform, has launched its first comprehensive app economy forecast. This new offering will provide brands, agencies, investors and app... Read more
Apple restocks Certified Refurbished Mac mini...
Apple has restocked Certified Refurbished 2014 Mac minis, with models available starting at $419. Apple’s one-year warranty is included with each mini, and shipping is free: - 1.4GHz Mac mini: $419 $... Read more
What iPad Pro Still Needs To Make It Truly Pr...
I love my iPad Air 2. So much that I’m grudgingly willing to put up with its compromises and limitations as a production tool in order to take advantage of its virtues. However, since a computer for... Read more
21-inch 3.1GHz 4K on sale for $1399, $100 off...
B&H Photo has the 21″ 3.1GHz 4K iMac on sale $1399 for a limited time. Shipping is free, and B&H charges NY sales tax only. Their price is $100 off MSRP: - 21″ 3.1GHz 4K iMac (MK452LL/A): $... Read more
Apple price trackers, updated continuously
Scan our Apple Price Trackers for the latest information on sales, bundles, and availability on systems from Apple’s authorized internet/catalog resellers. We update the trackers continuously: - 15″... Read more
Save up to $240 with Apple Certified Refurbis...
Apple is now offering Certified Refurbished 12″ Retina MacBooks for up to $240 off the cost of new models. Apple will include a standard one-year warranty with each MacBook, and shipping is free. The... Read more
Apple refurbished 13-inch Retina MacBook Pros...
Apple has Certified Refurbished 13″ Retina MacBook Pros available for up to $270 off the cost of new models. An Apple one-year warranty is included with each model, and shipping is free: - 13″ 2.7GHz... Read more
Apple refurbished Time Capsules available for...
Apple has certified refurbished Time Capsules available for $120 off MSRP. Apple’s one-year warranty is included with each Time Capsule, and shipping is free: - 2TB Time Capsule: $179, $120 off - 3TB... Read more

Jobs Board

Lead Engineer *Apple* OSX & Hardware -...
Lead Engineer Apple OSX & Hardware **Job ID:** 3125919 **Full/Part\-Time:** Full\-time **Regular/Temporary:** Regular **Listed:** 2016\-02\-10 **Location:** Cary, Read more
*Apple* Mobile Master - Best Buy (United Sta...
Job Title Apple Mobile Master **Brand** Best Buy **Job Description** **What does a Best Buy Apple Mobile Master do?** At Best Buy, our mission is to leverage the Read more
Infrastructure Engineer - *Apple* /Mac - Rem...
…part of a team Requires proven problem solving skills Preferred Additional: Apple Certified System Administrator (ACSA) Apple Certified Technical Coordinator (ACTC) Read more
Lead Engineer - *Apple* OSX & Hardware...
Lead Engineer - Apple OSX & Hardware **Job ID:** 3125919 **Full/Part\-Time:** Full\-time **Regular/Temporary:** Regular **Listed:** 2016\-02\-10 **Location:** Cary, Read more
Simply Mac *Apple* Specialist- Service Repa...
Simply Mac is the largest premier retailer of Apple products in the nation. In order to support our growing customer base, we are currently looking for a driven Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.