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 get started with live.ly
One could be forgiven for thinking that there are already plenty of streaming video apps out there. It's just that the App Store charts would insist that you're mistaken. [Read more] | Read more »
Rodeo Stampede: Guide to all Savannah an...
A "gotta catch 'em all" joke seems appropriate here, even though we're talking animals in Rodeo Stampede and not pocket monsters. By now you've probably had plenty of rides, tamed some animals and built yourself a pretty nice zoo | Read more »
Is there cross-platform play in slither....
So you've sunken plenty of hours into crawling around in slither.io on your iPhone or iPad. You've got your stories of tragedy and triumph, the times you coiled four snakes at one time balanced out by the others when you had a length of more than... | Read more »
Rodeo Stampede guide to running a better...
In Rodeo Stampede, honing your skills so you can jump from animal to animal and outrun the herd as long as possible is only half the fun. Once you've tamed a few animals, you can bring them home with you. [Read more] | Read more »
VoxSyn (Music)
VoxSyn 1.0 Device: iOS Universal Category: Music Price: $6.99, Version: 1.0 (iTunes) Description: VoxSyn turns your voice into the most flexible vocal sound generator ever. Instantly following even subtle modulations of pitch and... | Read more »
Catch Battleplans on Google Play from Ju...
Real-time strategy title Battleplans is due for release on Google Play on June 30th, following its release for iOS systems last month. With its simple interface and pretty graphics, the crowd-pleaser brings a formerly overlooked genre out for the... | Read more »
iDoyle: The interactive Adventures of Sh...
iDoyle: The interactive Adventures of Sherlock Holmes - A Scandal in Bohemia 1.0 Device: iOS Universal Category: Books Price: $1.99, Version: 1.0 (iTunes) Description: Special Release Price $1.99 (Normally $3.99) | Read more »
Five popular free apps to help you slim...
Thanks to retail and advertising, we're used to thinking one season ahead. Here we are just a week into the summer and we're conditioned to start thinking about the fall. [Read more] | Read more »
How to ride longer and tame more animals...
It's hard to accurately describe Rodeo Stampede to people who haven't seen it yet. It's like if someone took Crossy Roadand Disco Zoo and put them in a blender, yet with a unique game mechanic that's still simple and fun for anyone. [Read more] | Read more »
Teeny Titans - A Teen Titans Go! Figure...
Teeny Titans - A Teen Titans Go! Figure Battling Game 1.0.0 Device: iOS Universal Category: Games Price: $3.99, Version: 1.0.0 (iTunes) Description: Teeny Titans, GO! Join Robin for a figure battling RPG of epic proportions! TEENY... | Read more »

Price Scanner via MacPrices.net

Haven App Launches New Age Of Wirless 911 Eme...
Haven from RapidSOS represents a transformation in access to emergency services from a phone call solely dependent on voice to a robust data connection for voice, text, medical/demographic data.... Read more
Cu Parachute 1.1 Retirement Success PLanning...
Tucson, Arizona based Indie developer Bradley McCarthy has announce the release of Cu (Copper) Parachute 1.1 for iPhone, iPad, and iPod touch devices — a tool with which users can continuously... Read more
Research and Markets Releases iPhone 6s Plus...
A new analysis report from Dublin-based Research and Markets observes that with the iPhone 6s Plus, Apple introduced a new rear camera module. The new device has similar structure and technology than... Read more
Apple refurbished Retina MacBook Pros availab...
Apple has Certified Refurbished 2015 13″ and 15″ Retina MacBook Pros available for up to $380 off the cost of new models. An Apple one-year warranty is included with each model, and shipping is free... Read more
Apple refurbished 11-inch MacBook Airs availa...
Apple has Certified Refurbished 11″ MacBook Airs (the latest models), available for up to $170 off the cost of new models. An Apple one-year warranty is included with each MacBook, and shipping is... 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
12-inch 32GB and 128GB WiFi iPad Pros on sale...
B&H Photo has 12″ 32GB & 128GB WiFi iPad Pros on sale for up to $80 off MSRP, each including free shipping. B&H charges sales tax in NY only: - 12″ Space Gray 32GB WiFi iPad Pro: $749 $50... Read more
6-core Mac Pro available for $3799, save $200
B&H Photo has the 6-core 3.5GHz Mac Pro on sale for $200 off MSRP. Shipping is free, and B&H charges sales tax in NY only: - 3.5GHz 6-core Mac Pro (sku MD878LL/A): $3799.99, $200 off MSRP 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
13-inch Retina MacBook Pros on sale for up to...
B&H Photo has 13″ Retina MacBook Pros on sale for up to $150 off MSRP. Shipping is free, and B&H charges NY tax only: - 13″ 2.7GHz/128GB Retina MacBook Pro: $1179 $120 off MSRP - 13″ 2.7GHz/... Read more

Jobs Board

*Apple* iPhone 6s and New Products Tester Ne...
…we therefore look forward to put out products to quality test for durability. Apple leads the digital music revolution with its iPods and iTunes online store, Read more
*Apple* iPhone 6s and New Products Tester Ne...
…we therefore look forward to put out products to quality test for durability. Apple leads the digital music revolution with its iPods and iTunes online store, Read more
*Apple* iPhone 6s and New Products Tester Ne...
…we therefore look forward to put out products to quality test for durability. Apple leads the digital music revolution with its iPods and iTunes online store, Read more
*Apple* Retail - Multiple Positions, Towson...
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* iPhone 6s and New Products Tester Ne...
…we therefore look forward to put out products to quality test for durability. Apple leads the digital music revolution with its iPods and iTunes online store, Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.