RJI-DPA spring 2011 iPad survey results
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.
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 |
| 110 | 20% | 2 | |
| New York Times | 71 | 13% | 3 |
| USA Today | 55 | 10% | 4 |
| AP News | 45 | 8% | 5 |
| Weather Central | 44 | 8% | 6 |
| 40 | 7% | 7 | |
| Wall Street Journal | 38 | 7% | 8 |
| NEWS* | 37 | 7% | 9 |
| Kindle eReader | 36 | 6% | 10 |
| The Daily | 34 | 6% | 11 |
| 33 | 6% | 12 | |
| CNN | 32 | 6% | 13 |
| iBooks | 30 | 5% | 14 |
| 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 |
| 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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