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

NetShade 6.3.1 - Browse privately using...
NetShade is an anonymous proxy and VPN app+service for Mac. Unblock your Internet through NetShade's high-speed proxy and VPN servers spanning seven countries. NetShade masks your IP address as you... Read more
Dragon Dictate 4.0.7 - Premium voice-rec...
With Dragon Dictate speech recognition software, you can use your voice to create and edit text or interact with your favorite Mac applications. Far more than just speech-to-text, Dragon Dictate lets... Read more
Persecond 1.0.2 - Timelapse video made e...
Persecond is the easy, fun way to create a beautiful timelapse video. Import an image sequence from any camera, trim the length of your video, adjust the speed and playback direction, and you’re done... Read more
GIMP 2.8.14p2 - Powerful, free image edi...
GIMP is a multi-platform photo manipulation tool. GIMP is an acronym for GNU Image Manipulation Program. The GIMP is suitable for a variety of image manipulation tasks, including photo retouching,... Read more
Sandvox 2.10.2 - Easily build eye-catchi...
Sandvox is for Mac users who want to create a professional looking website quickly and easily. With Sandvox, you don't need to be a Web genius to build a stylish, feature-rich, standards-compliant... Read more
LibreOffice 5.0.1.2 - Free, open-source...
LibreOffice is an office suite (word processor, spreadsheet, presentations, drawing tool) compatible with other major office suites. The Document Foundation is coordinating development and... Read more
f.lux 36.1 - Adjusts the color of your d...
f.lux makes the color of your computer's display adapt to the time of day, warm at night and like sunlight during the day. Ever notice how people texting at night have that eerie blue glow? Or wake... Read more
VirtualBox 5.0.2 - x86 virtualization so...
VirtualBox is a family of powerful x86 virtualization products for enterprise as well as home use. Not only is VirtualBox an extremely feature rich, high performance product for enterprise customers... Read more
File Juicer 4.43 - Extract images, video...
File Juicer is a drag-and-drop can opener and data archaeologist. Its specialty is to find and extract images, video, audio, or text from files which are hard to open in other ways. In computer... Read more
Apple MainStage 3.2 - Live performance t...
MainStage 3 makes it easy to bring to the stage all the same instruments and effects that you love in your recording. Everything from the Sound Library and Smart Controls you're familiar with from... Read more

ReBoard: Revolutionary Keyboard (Utilit...
ReBoard: Revolutionary Keyboard 1.0 Device: iOS Universal Category: Utilities Price: $1.99, Version: 1.0 (iTunes) Description: Do everything within the keyboard without switching apps! If you are in WhatsApp, how do you schedule a... | Read more »
Tiny Empire (Games)
Tiny Empire 1.1.3 Device: iOS Universal Category: Games Price: $2.99, Version: 1.1.3 (iTunes) Description: Launch cannonballs and blow tiny orcs into thousands of pieces in this intuitive fantasy-themed puzzle shooter! Embark on an... | Read more »
Astropad Mini (Productivity)
Astropad Mini 1.0 Device: iOS iPhone Category: Productivity Price: $4.99, Version: 1.0 (iTunes) Description: *** 50% off introductory price! ​*** Get the high-end experience of a Wacom tablet at a fraction of the price with Astropad... | Read more »
Emo Chorus (Music)
Emo Chorus 1.0.0 Device: iOS Universal Category: Music Price: $1.99, Version: 1.0.0 (iTunes) Description: Realistic Choir simulator ranging from simple Chorus emulation to full ensemble Choir with 128 members. ### introductory offer... | Read more »
Forest Spirit (Games)
Forest Spirit 1.0.5 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.5 (iTunes) Description: | Read more »
Ski Safari 2 (Games)
Ski Safari 2 1.0 Device: iOS Universal Category: Games Price: $1.99, Version: 1.0 (iTunes) Description: The world's most fantastical, fun, family-friendly skiing game is back and better than ever! Play as Sven's sister Evana, share... | Read more »
Lara Croft GO (Games)
Lara Croft GO 1.0.47768 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0.47768 (iTunes) Description: Lara Croft GO is a turn based puzzle-adventure set in a long-forgotten world. Explore the ruins of an ancient... | Read more »
Whispering Willows (Games)
Whispering Willows 1.23 Device: iOS Universal Category: Games Price: $4.99, Version: 1.23 (iTunes) Description: **LAUNCH SALE 50% OFF** - Whispering Willows is on sale for 50% off ($4.99) until September 9th. | Read more »
Calvino Noir (Games)
Calvino Noir 1.1 Device: iOS iPhone Category: Games Price: $3.99, Version: 1.1 (iTunes) Description: The film noir stealth game. Calvino Noir is the exploratory, sneaking adventure through the 1930s European criminal underworld.... | Read more »
Angel Sword (Games)
Angel Sword 1.0 Device: iOS Universal Category: Games Price: $6.99, Version: 1.0 (iTunes) Description: Prepare to adventure in the most epic full scale multiplayer 3D RPG for mobile! Experience amazing detailed graphics in full HD.... | Read more »

Price Scanner via MacPrices.net

Big Grips Lift Handle For iPad Air and iPad A...
KEM Ventures, Inc. which pioneered the extra-large, super-protective iPad case market with the introduction of Big Grips Frame and Stand in 2011, is launching Big Grips Lift featuring a new super-... Read more
Samsung Launches Galaxy Tab S2, Its Most Powe...
Samsung Electronics America, Inc. has announced the U.S. release of the Galaxy Tab S2, its thinnest, lightest, ultra-fast tablet. Blending form and function, elegant design and multitasking power,... Read more
Tablet Screen Sizes Expanding as iPad Pro App...
Larger screen sizes are gaining favor as the tablet transforms into a productivity device, with shipments growing 185 percent year-over-year in 2015. According to a new Strategy Analytics’ Tablet... Read more
Today Only: Save US$50 on Adobe Elements 13;...
Keep the memories. lose the distractions. Summer’s winding down and it’s time to turn almost perfect shots into picture perfect memories with Elements 13. And get the power to edit both photos and... Read more
1.4GHz Mac mini on sale for $449, save $50
Best Buy has the 1.4GHz Mac mini on sale for $50 off MSRP on their online store. Choose free shipping or free local store pickup (if available). Price for online orders only, in-store price may vary... Read more
12-inch 1.1GHz Gold MacBook on sale for $1149...
B&H Photo has the 12″ 1.1GHz Gold Retina MacBook on sale for $1149.99 including free shipping plus NY sales tax only. Their price is $150 off MSRP, and it’s the lowest price available for this... Read more
27-inch 3.3GHz 5K iMac on sale for $1849, sav...
Best Buy has the 27″ 3.3GHz 5K iMac on sale for $1849.99. Their price is $150 off MSRP, and it’s the lowest price available for this model. Choose free shipping or free local store pickup (if... Read more
Worldwide Tablet Shipments Expected to Declin...
Does Apple badly need a touchscreen convertible/hybrid laptop MacBook? Yes, judging from a new market forecast from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker, which... Read more
Continued PC Shipment Shrinkage Expected Thro...
Worldwide PC shipments are expected to fall by -8.7 percent in 2015 and not stabilize until 2017, according to the latest International Data Corporation (IDC) Worldwide Quarterly PC Tracker data. The... Read more
Imminent iPhone 6s Announcement Leads To 103%...
NextWorth Solutions, with its online and in-store electronics trade-in programs including http://NextWorth.com, reports that it has experienced a 103 percent surge in quoted trade-in values over the... Read more

Jobs Board

*Apple* Music, Business Operations - Apple I...
Changing the world is all in a day039s work at Apple . If you love innovation, here039s your chance to make a career of it. You039ll work hard. But the job comes with Read more
WW *Apple* Retail Online Store: Customer In...
**Job Summary** The Apple Retail - Online Store is seeking an experienced web merchandising analytics professional to join the Customer Insights Team. The Web Read more
Senior Payments Security Manager - *Apple*...
**Job Summary** Apple , Inc. is looking for a highly motivated, innovative and hands-on senior payments security manager to join the Apple Pay security team. You will Read more
Software QA Engineer, *Apple* Pay Security...
**Job Summary** Imagine what you could do here. At Apple , great ideas have a way of becoming great products, services, and customer experiences very quickly. Bring Read more
Business Process Engineer ( *Apple* Online S...
**Job Summary** The Apple Online Support Planning team is looking for an experienced Business Process engineer to lead key business process improvement initiatives Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.