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All RJI-DPA iPad/Tablet online surveys are powered by SurveyGizmo survey software.
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 |
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 |
||
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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