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

Art Text 3.2.3 - $49.99
Art Text is graphic design software specifically tuned for lettering, typography, text mockups and various artistic text effects. Supplied with a great variety of ready to use styles and materials,... Read more
RapidWeaver 7.5.1 - Create template-base...
RapidWeaver is a next-generation Web design application to help you easily create professional-looking Web sites in minutes. No knowledge of complex code is required, RapidWeaver will take care of... Read more
PDFKey Pro 4.3.9 - Edit and print passwo...
PDFKey Pro can unlock PDF documents protected for printing and copying when you've forgotten your password. It can now also protect your PDF files with a password to prevent unauthorized access and/... Read more
ClamXav 2.15.2 - Virus checker based on...
ClamXav is a popular virus checker for OS X. I have been working on ClamXav for more than 10 years now, and over those years, I have invested a huge amount of my own time and energy into bringing... Read more
TechTool Pro 9.5.3 - Hard drive and syst...
TechTool Pro has long been one of the foremost utilities for keeping your Mac running smoothly and efficiently. With the release of version 9, it has become more proficient than ever. TechTool... Read more
Safari Technology Preview 11.1 - The new...
Safari Technology Preview contains the most recent additions and improvements to WebKit and the latest advances in Safari web technologies. And once installed, you will receive notifications of... Read more
Google Chrome 61.0.3163.91 - Modern and...
Google Chrome is a Web browser by Google, created to be a modern platform for Web pages and applications. It utilizes very fast loading of Web pages and has a V8 engine, which is a custom built... Read more
Dropbox 35.4.20 - Cloud backup and synch...
Dropbox is an application that creates a special Finder folder that automatically syncs online and between your computers. It allows you to both backup files and keep them up-to-date between systems... Read more
GraphicConverter 10.5 - $39.95
GraphicConverter is an all-purpose image-editing program that can import 200 different graphic-based formats, edit the image, and export it to any of 80 available file formats. The high-end editing... Read more
Chromium 61.0.3163.91 - Fast and stable...
Chromium is an open-source browser project that aims to build a safer, faster, and more stable way for all Internet users to experience the web. Version 61.0.3163.91: Release notes were unavailable... Read more

Phoenix Wright: Ace Attorney - Spirit of...
Phoenix Wright: Ace Attorney - Spirit of Justice 1.00.00 Device: iOS Universal Category: Games Price: $.99, Version: 1.00.00 (iTunes) Description: ************************************************※IMPORTANT※・Please read the “When... | Read more »
Kpressor (Utilities)
Kpressor 1.0.0 Device: iOS Universal Category: Utilities Price: $4.99, Version: 1.0.0 (iTunes) Description: The ultimate ZIP compression application for iPhone and iPad. - Full integration of iOS 11 with support for multitasking.-... | Read more »
Find out how you can save £35 and win a...
Nothing raises excitement like a good competition, and we’re thrilled to announce our latest contest. We’ll be sending one lucky reader and a friend to the Summoners War World Arena Championship at Le Comedia in Paris on October 7th. It’s the... | Read more »
Another Lost Phone: Laura's Story...
Another Lost Phone: Laura's Story 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: Another Lost Phone is a game about exploring the social life of a young woman whose phone you have just... | Read more »
The Witness (Games)
The Witness 1.0 Device: iOS Universal Category: Games Price: $9.99, Version: 1.0 (iTunes) Description: You wake up, alone, on a strange island full of puzzles that will challenge and surprise you. You don't remember who you are, and... | Read more »
Egg, Inc. guide - how to build your gold...
Egg, Inc.'s been around for some time now, but don't you believe for one second that this quirky clicker game has gone out of style. The game keeps popping up on Reddit and other community forums thanks to the outlandish gameplay (plus, the... | Read more »
The best deals on the App Store this wee...
Good news, everyone! Your favorite day of the week has arrived at last -- it's discount roundup day! This fine Wednesday evening we're gathering up the hottest deals on the App Store. We've got action platformers, we've got puzzle games, we've got... | Read more »
Morphite (Games)
Morphite 1.08 Device: iOS Universal Category: Games Price: $7.99, Version: 1.08 (iTunes) Description: | Read more »
Fitness AR (Healthcare & Fitness)
Fitness AR 0.1.1 Device: iOS Universal Category: Healthcare & Fitness Price: $2.99, Version: 0.1.1 (iTunes) Description: Explore your Strava bike rides and runs in augmented reality. A beautiful 3D terrain map, powered by Mapbox... | Read more »
ARise (Games)
ARise 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: **ARKit only Puzzle game****Chapter 1 available now - More worlds coming soon!** ARise is an experience about perspective. Using the AR... | Read more »

Price Scanner via MacPrices.net

OWC USB-C Travel Dock with 5 Ports Connectivi...
OWC have announced the new OWC USB-C Travel Dock, the latest addition to their line of connectivity solutions. The USB-C Travel Dock lets you connect its integrated USB-C cable to a Mac or PC laptop... Read more
Pelican Products, Inc. Unveils Cases For All...
Pelican Products, Inc. has announced the launch of its full line of cases including Voyager, Adventurer, Protector, Ambassador, Interceptor (for the Apple iPhone 8 and 8 Plus backwards compatible... Read more
$100 off new 2017 13-inch MacBook Airs
B&H Photo has 2017 13″ MacBook Airs on sale today for $100 off MSRP including free shipping. B&H charges NY & NJ sales tax only: – 13″ 1.8GHz/128GB MacBook Air (MQD32LL/A): $899, $100 off... Read more
Apple restocks Certified Refurbished 13-inch...
Apple has Certified Refurbished 2015 13″ MacBook Airs available starting at $719 and 2016 models available starting at $809. An Apple one-year warranty is included with each MacBook, and shipping is... Read more
Is iPhone X Really The Future Of The Smartpho...
Should iPhone X even be called a telephone? It does of course support telephony and texting, but its main feature set is oriented to other things. It is also debatable whether it makes any rational... Read more
OtterBox Announces Full Case Lineup for iPhon...
Apple revolutionized the smartphone industry 10 years ago with the original iPhone, and OtterBox has set the standard of protection from the very beginning by protecting every generation of iPhone.... Read more
LifeProof Introduces What’s NEXT Cases for iP...
LifeProof built its reputation on sleek, ultra-protective iPhone cases. From 360-degree coverage to the first screenless waterproof case, the protection pioneer has always pushed the limits.... Read more
Apple Refurbished 2016 15-inch MacBook Pros a...
Apple has Certified Refurbished 2016 15″ Touch Bar MacBook Pros available starting at $1949. An Apple one-year warranty is included with each model, and shipping is free: – 15″ 2.7GHz Touch Bar Space... Read more
Wednesday deal: 15-inch MacBook Pros for up t...
B&H Photo has 2017 15″ MacBook Pros on sale for $150-$200 off MSRP. Shipping is free, and B&H charges sales tax in NY & NJ only: – 15″ 2.8GHz MacBook Pro Space Gray: $2199, $200 off MSRP... Read more
2.6GHz Mac mini on sale for $599, $100 off MS...
B&H Photo has the 2.6GHz Mac mini (MGEN2LL/A) on sale for $599 including free shipping plus NY sales tax only. Their price is $100 off MSRP. Read more

Jobs Board

Full time *Apple* Hardware Tech needed - ma...
…high level of attention to detail Ethics, integrity and trust Be a geek & Previous Apple experience a must. Previous Apple Retail or other Apple Specialist Read more
Development Operations and Site Reliability E...
Development Operations and Site Reliability Engineer, Apple Payment Gateway Job Number: 57572631 Santa Clara Valley, California, United States Posted: Jul. 27, 2017 Read more
*Apple* Store - Technical Specialist - Apple...
…customers purchase our products, you're the one who helps them get more out of their new Apple technology. Your day in the Apple Store is filled with a range of Read more
*Apple* Retail - Multiple Positions - Apple,...
Job Description: Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
*Apple* News Product Marketing Mgr., Publish...
Job Summary The Apple News Product Marketing Manager will work closely with a cross-functional group to assist in defining and marketing new features and services. Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.