RJI-DPA spring 2011 iPad survey results

By Roger Fidler on June 7, 2011 3 Comments Research
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Where do tablets fit in your news organization's future?

Fall 2010 iPad News Survey

This follow-up panel survey conducted by the Reynolds Journalism Institute was designed to gather additional information about how Apple iPad owners use the device in their daily lives and how the iPad may influence news consumption. The 561 panelists who completed this survey were self-selected from the nearly 1,600 Apple iPad owners who participated in the RJI-DPA Fall 2010 iPad News Survey. Panelists were offered a $10 iTunes Gift Card as an incentive to complete the follow-up survey.

The average age of the Spring 2011 panelists was slightly younger than the average age of the Fall 2010 iPad survey participants (age 45 compared to age 50) and somewhat more female (24% compared to 20%). SurveyGizmo was used to host this survey. Questions are shown here as they appeared online.

The Digital Publishing Alliance (DPA) is a member-supported program of the RJI that mostly includes newspaper publishers and news organizations in the United States. More information can be found at http://www.rjionline.org/digital-publishing-alliance.

The principal researcher for this project is Roger Fidler, RJI Program Director for Digital Publishing and DPA Coordinator. Fidler can be contacted at fidlerr@rjionline.org. He was assisted by Adam Maksl, a Ph.D. student at the Missouri School of Journalism in Columbia.

1. Which Version of the iPad are you currently using?
Responses
%All
iPad 1, Wi-Fi only
269
48%
iPad 1, 3G + Wi-Fi
209
37%
iPad 2, Wi-Fi only
39
7%
iPad 2, 3G + Wi-Fi
44
8%
 
2. Which one of the following categories best fits your employment status?
Responses
%All
Employed full- or part-time (includes self-employed; excludes students)
415
74%
Not employed (excludes students)
43
8%
Student
29
5%
Retired
74
13%
 
(NOTE: THE FOLLOWING QUETION DID NOT APPEAR IF PANELIST SELECTED "NOT EMPLOYED", "STUDENT" OR "RETIRED" IN THE PREVIOUS QUESTION.)
2X. Which best describes your current employment?
Responses
%All
%Employ
Print media
49
9%
12%
Broadcast media
16
3%
4%
Online media
18
3%
4%
Advertising, marketing or public relations
20
4%
5%
Media education, training, consulting and/or research
24
4%
6%
Technology development and/or sales
62
11%
15%
Telecommunications
20
4%
5%
Other
206
37%
50%
Total Employed Only
415
74%
Total All Categories From Question 2
561
100%
 
3. About how many apps do you have installed on your iPad?
Responses
%All
Less than 15
52
9%
Between 15 and 30
121
22%
Between 30 and 45
149
27%
Between 45 and 60
74
13%
Between 60 and 75
38
7%
More than 75
126
23%
 
4. What are the three apps you use most frequently on your iPad? (Open question without prompts)
Responses
%All
Rank
Safari
119
21%
1
Mail
110
20%
2
New York Times
71
13%
3
USA Today
55
10%
4
AP News
45
8%
5
Weather Central
44
8%
6
Flipboard
40
7%
7
Wall Street Journal
38
7%
8
NEWS*
37
7%
9
Kindle eReader
36
6%
10
The Daily
34
6%
11
Facebook
33
6%
12
CNN
32
6%
13
iBooks
30
5%
14
Twitter
29
5%
15
Netflix
24
4%
16
NPR
23
4%
17
BBC News
22
4%
18
WEATHER*
22
4%
18
Pulse News
21
4%
19
Angry Birds
20
4%
20
Reuters
20
4%
20
GAMES*
20
4%
20
ABC News
19
3%
21
Pages
19
3%
21
Huffington Post
17
3%
22
Washington Post
17
3%
22
Evernote
16
3%
23
Calendar
15
3%
23
GOOGLE*
15
3%
23
MSN
15
3%
23
FINANCE*
15
3%
23
Fluent News Reader
14
2%
24
GoodReader
14
2%
24
CNBC
12
2%
25
Pandora
12
2%
25
APP STORE*
11
2%
26
Instapaper
11
2%
26
Financial Times
10
2%
27
GPS*
10
2%
27
PressReader
10
2%
27
Scrabble
10
2%
27
Weather Bug
10
2%
27
Atomic Web Browser
9
2%
28
BOOKS*
9
2%
28
CBS News
9
2%
28
Zite
9
2%
28
AccuWeather
7
1%
29
AMAZON*
7
1%
29
Keynote
7
1%
29
Newsy
7
1%
29
Zineo
7
1%
29
Fox News
6
1%
30
Ongo
5
1%
31
Bloomberg
4
1%
32
Numbers
4
1%
32
eBay
3
1%
33
ESPN*
3
1%
33
B&N Nook eReader
3
1%
33
Total
561
*General categories or not specifically apps
 
5. How frequently do you download and save content to read or view on your iPad when you are not connected to the Internet (offline)?
Responses
%All
Frequently (Several times on most days)
209
37%
Occasionally (Several times during most weeks)
195
35%
Rarely
155
28%
 
6. Where do you use your iPad most often?
Responses
%All
Rank
In the bedroom
93
17%
2
In the kitchen
32
6%
6
On a couch or easy chair
284
51%
1
At the breakfast or dining table
50
9%
3
In your home office
34
6%
5
In transit
26
5%
7
At work
40
7%
4
 
7. In a typical week, what are the two time periods in which you spend the most time with your iPad?
Responses
%All
Very early in the morning (between 2 a.m. and 5 a.m.)
16
3%
Early morning (between 5 a.m. and 8 a.m.)
206
37%
Morning (between 8 a.m. and 11 a.m.)
172
31%
Midday (between 11 a.m. and 2 p.m.)
53
9%
Afternoon (between 2 p.m. and 5 p.m.)
91
16%
Early evening (between 5 p.m. and 8 p.m.)
176
31%
Evening (between 8 p.m. and 11 p.m.)
285
51%
Late Evening (between 11 p.m. and 2 a.m.)
52
9%
 
8. What are the four things you are most likely to do with your iPad?
Responses
%All
Rank
Reading books within bookstore or book apps
216
39%
3
Reading magazines within their apps
173
31%
5
Reading newspapers within their apps
232
41%
2
Catching up with the news mostly using apps that aggregate news from multiple sources
284
51%
1
Catching up with the news mostly using the Web browser
167
30%
8
Performing work related tasks
116
21%
12
Playing games
160
29%
9
Watching videos
126
22%
10
Shopping
121
22%
11
Non-work related e-mailing
191
34%
4
Social networking
170
30%
7
General Internet surfing (not just for news)
171
30%
6
Other
33
6%
N/A
Total
561
 
9. Which news apps do you use regularly on your iPad? (Check all that apply)
Responses
%All
Rank
NYTimes
288
51%
1
USA Today
258
46%
2
Washington Post
129
23%
11
Wall Street Journal
169
30%
7
Financial Times
45
8%
19
The Daily
109
19%
13
Your local/regional newspaper
110
20%
12
AP News
235
42%
3
Reuters News Pro
99
18%
14
ABC News
182
32%
6
NPR
165
29%
8
The Weather Central
232
41%
4
CNBC
62
11%
16
Newsy
43
8%
20
CNN
193
34%
5
Pulse News
84
15%
15
PressReader
11
2%
22
Flipboard
158
28%
9
Ongo
12
2%
21
Fluent News Reader
46
8%
18
BBC News
138
25%
10
CBS News
58
10%
17
Other favorite news apps
147
26%
 
10. In a typical week, how often do you use apps that provide access to news and feature stories or timely updated information on your iPad?
Responses
%All
Once or twice a day
198
35%
Two or three times a day
160
29%
Three to six times a day
113
20%
More than six times a day
79
14%
I rarely use news apps
9
2%
 
11. What are the four categories of news and timely information that you most frequently access on your iPad?
Responses
%All
Rank
General News
502
89%
1
Business/Finance
241
43%
4
Sports
188
34%
5
Weather
284
51%
3
Technology
299
53%
2
Science
112
20%
8
Opinion
154
27%
6
Entertainment
116
21%
7
Lifestyles
96
17%
9
Health/Fitness
71
13%
10
Travel
40
7%
11
Other
36
6%
N/A
 
12. How many different app-based newspapers do you regularly access on your iPad? (e.g. NYTimes, USA Today, Wash Post, WSJ, The Daily)
Responses
%All
One
53
9%
Two
132
24%
Three
140
25%
Four
95
17%
Five
98
18%
Five or More
40
7%
 
(NOTE: THE FOLLOWING QUESTION WILL NOT APPEAR IF PANELIST SELECTS "NONE" IN THE PREVIOUS QUESTION.)
12X. In a typical week, what are the two time periods when you are most likely to read articles within a newspaper's apps?
Responses
%All
Very early morning (between 2 a.m. and 5 a.m.)
12
2%
Early morning (between 5 a.m. and 8 a.m.)
230
44%
Morning (between 8 a.m. and 11 a.m.)
156
30%
Midday (between 11 a.m. and 2 p.m.)
111
21%
Afternoon (between 2 p.m. and 5 p.m.)
47
9%
Early evening (between 5 p.m. and 8 p.m.)
131
25%
Evening (between 8 p.m. and 11 p.m.)
229
44%
Late evening (between 11 p.m. and 2 a.m.)
50
10%
Total
517
 
13. How many magazines have you purchased to read within their apps on your iPad
Responses
%All
One
71
13%
Two
88
16%
Three
71
13%
Four
58
10%
Five or more
63
11%
None
207
37%
 
(NOTE: THE FOLLOWING QUESTION WILL NOT APPEAR IF PANELIST SELECTS "NONE" IN THE PREVIOUS QUESTION.)
13X. In a typical week, what are the two time periods when you are most likely to read articles within magazine's apps?
Responses
%All
Very early morning (between 2 a.m. and 5 a.m.)
6
2%
Early morning (between 5 a.m. and 8 a.m.)
103
30%
Morning (8 a.m. and 11 a.m.)
75
22%
Midday (between 11 a.m. and 2 p.m.)
52
15%
Afternoon (between 2 p.m. and 5 p.m.)
64
19%
Early evening (between 5 p.m. and 8 p.m.)
97
28%
Evening (between 8 p.m. and 11 p.m.)
166
49%
Late evening (between 11 p.m. and 2 a.m.)
51
15%
Total
342
 
14. How likely are you to purchase a subscription to an app-based newspaper on your iPad in the next six months?
Responses
%All
Very likely
117
21%
Somewhat likely
134
24%
Neutral
109
20%
Somewhat unlikely
53
10%
Very unlikely
112
20%
I've already purchased a subscription to an app-based newspaper on my iPad
32
6%
 
15. How likely are you to cancel your subscription to a printed newspaper in the next six months?
Responses
%All
%Subs
Very likely
60
11%
17%
Somewhat likely
73
13%
21%
Neutral
80
14%
23%
Somewhat unlikely
43
8%
12%
Very unlikely
97
17%
27%
I cancelled my print newspaper subscription after purchasing my iPad
29
5%
I don't subscribe to printed newspapers
174
31%
Total
556
100%
63%
 
16. How likely are you to subscribe to "The Daily" newspaper developed for the iPad by News Corporation?
Responses
%All
Very likely or I already subscribe
89
16%
Somewhat likely
113
20%
Neutral
78
14%
Somewhat unlikely
59
11%
Very unlikely
145
26%
I have not seen it
74
13%
Total
558
 
17. How has your overall satisfaction with the Apple iPad changed in the past three months?
Responses
%All
Much more satisfied
206
37%
Somewhat satisfied
179
32%
No change
152
27%
Somewhat less satisfied
21
4%
Much less satisfied
0
0%
 
18. How likely are you to purchase a competitor to the Apple iPad for your personal use in the next six months?
Responses
%All
Very likely
43
8%
Somewhat likely
38
7%
Neutral
21
4%
Somewhat unlikely
35
6%
Very unlikely
422
75%
 
19. Which of the following devices do you currently own? (Check all that apply)
Responses
%All
Rank
Amazon Kindle eReader
201
36%
5
Barnes and Noble Nook eReader
79
14%
10
Other eReader
29
5%
12
Apple iPod
306
55%
1
Apple iPod Touch
199
35%
6
Apple iPhone
302
54%
2
Other Smartphone
127
23%
9
Netbook Computer
78
14%
11
Apple MacBook (portable)
246
44%
3
Apple Macintosh Computer (desktop)
197
35%
7
Other Laptop or Notebook Computer
236
42%
4
Other Desktop Computer
170
30%
8
Tablet PC (Microsoft operating system)
21
4%
13
Media Tablet (Android or other non-Apple operating system)
9
2%
14
Total
561
All RJI-DPA iPad/Tablet online surveys are powered by SurveyGizmo survey software.
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Comments

iPad

I received an iPad 1 3G for Christmas last year. I love it! I try to just download free apps and those are for the most part sufficient to get the information I need. I also use Safari the most to access the web. I did subscribe to 3G through AT&T after about 4 months because many places now charge you for WiFi and I wanted to have access to the Internet all the time. I am a female 50+. I can access my work e-mails on my iPad through a secure, password protected web portal and can access my home e-mails via the web. I have paid for a word processing program and read all the blogs before choosing my purchase. I love to take my iPad with me when I travel to meetings. I can use it to take notes and access work e-mail while I'm away without lugging around a laptop and I can watch movies and listen to music while in the air or on car trips. I cannot access Microsoft Outlook to reach my documents at work, but if I know I need to work on something I can e-mail to my Gmail account and then work on the document while I'm gone. When I'm done or for my notes I can e-mail to my work e-mail and then download and save. Works great! Some folks I work with do use PC to Go or one of those programs to access documents, but I'm wary of the security of that. I subscribe to a newspaper because I rely on it for local news. I would not unsubscribe because of my iPad. I don't have a news subscription, but use Yahoo as my home internet page and go to it to check out latest news and then navigate from there using Google as my search engine. I wish I had waited for the new iPad because I would have liked the camera for Skype purposes, but I don't want it enough to trade in or replace at this time. When I'm not using it at work or on the road, I use it most often between 6-11 p.m. I'm not employed in a media capacity but for state government. I have 30 apps and one of my favorite is Intellicast. I do have several games, including Smurf Village and Angry Birds. I rarely save content. I am very unlikely to purchase a competing product or download or subscribe to an online newspaper or magazine. I also own a Blackberry which also gives me e-mail and calendar access; a PC desktop and PC laptop and an iPod. Before I subscribed to the 3G network I would often use my husband's Android as a wireless modem to connect. I am very satisfied with my iPad and my satisfaction increases as I learn more and more about its functionality. I am a 1978 graduate of the Mizzou School of Journalism.

Everyday Use

I was among the first to get the original WiFi 32GB iPads last year. I was due to go on vacation the following week. Since I'm a software consultant and have to provide remote support to my clients, I didn't want to have to schlep my laptop with me on vacation. I downloaded a couple remote access applications for the iPad and decided to go on vacation sans-laptop. Well, as expected, my clients did call, asking for support. I was able to Remote-Desktop into their systems over a VPN connection and create custom reports for them on the fly.

I recently upgraded to a 32GB 3G iPad, since I'm not always near a WiFi hotspot. I went with the AT&T version, since I travel internationally, and GSM is more prevalent worldwide than CDMA. So far, it's worked wherever I needed it.

There's no way that the iPad can take the place of my laptop, but when on vacation or short trips, it certainly provided sufficient capability that I didn't have to carry unnecessary bulk.

Download apps

Very interesting survey results!

I'm curious to know if there is any data or if you have any insight as to what inspires users to download an app for the iPad versus just accessing similar content via the browser.

Thanks!

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