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 only26948% 
iPad 1, 3G + Wi-Fi20937% 
iPad 2, Wi-Fi only397% 
iPad 2, 3G + Wi-Fi448% 
    
2. Which one of the following categories best fits your employment status?Responses%All 
Employed full- or part-time (includes self-employed; excludes students)41574% 
Not employed (excludes students)438% 
Student295% 
Retired7413% 
    
(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 media499%12%
Broadcast media163%4%
Online media183%4%
Advertising, marketing or public relations204%5%
Media education, training, consulting and/or research244%6%
Technology development and/or sales6211%15%
Telecommunications204%5%
Other20637%50%
Total Employed Only415 74%
Total All Categories From Question 2561100% 
    
3. About how many apps do you have installed on your iPad?Responses%All 
Less than 15529% 
Between 15 and 3012122% 
Between 30 and 4514927% 
Between 45 and 607413% 
Between 60 and 75387% 
More than 7512623% 
    
4. What are the three apps you use most frequently on your iPad? (Open question without prompts)Responses%AllRank
Safari11921%1
Mail11020%2
New York Times7113%3
USA Today5510%4
AP News458%5
Weather Central448%6
Flipboard407%7
Wall Street Journal387%8
NEWS*377%9
Kindle eReader366%10
The Daily346%11
Facebook336%12
CNN326%13
iBooks305%14
Twitter295%15
Netflix244%16
NPR234%17
BBC News224%18
WEATHER*224%18
Pulse News214%19
Angry Birds204%20
Reuters204%20
GAMES*204%20
ABC News193%21
Pages193%21
Huffington Post173%22
Washington Post173%22
Evernote163%23
Calendar153%23
GOOGLE*153%23
MSN153%23
FINANCE*153%23
Fluent News Reader142%24
GoodReader142%24
CNBC122%25
Pandora122%25
APP STORE*112%26
Instapaper112%26
Financial Times102%27
GPS*102%27
PressReader102%27
Scrabble102%27
Weather Bug102%27
Atomic Web Browser92%28
BOOKS*92%28
CBS News92%28
Zite92%28
AccuWeather71%29
AMAZON*71%29
Keynote71%29
Newsy71%29
Zineo71%29
Fox News61%30
Ongo51%31
Bloomberg41%32
Numbers41%32
eBay31%33
ESPN*31%33
B&N Nook eReader31%33
Total561  
*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)20937% 
Occasionally (Several times during most weeks)19535% 
Rarely15528% 
    
6. Where do you use your iPad most often?Responses%AllRank
In the bedroom9317%2
In the kitchen326%6
On a couch or easy chair28451%1
At the breakfast or dining table509%3
In your home office346%5
In transit265%7
At work407%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.)163% 
Early morning (between 5 a.m. and 8 a.m.)20637% 
Morning (between 8 a.m. and 11 a.m.)17231% 
Midday (between 11 a.m. and 2 p.m.)539% 
Afternoon (between 2 p.m. and 5 p.m.)9116% 
Early evening (between 5 p.m. and 8 p.m.)17631% 
Evening (between 8 p.m. and 11 p.m.)28551% 
Late Evening (between 11 p.m. and 2 a.m.)529% 
    
8. What are the four things you are most likely to do with your iPad?Responses%AllRank
Reading books within bookstore or book apps21639%3
Reading magazines within their apps17331%5
Reading newspapers within their apps23241%2
Catching up with the news mostly using apps that aggregate news from multiple sources28451%1
Catching up with the news mostly using the Web browser16730%8
Performing work related tasks11621%12
Playing games16029%9
Watching videos12622%10
Shopping12122%11
Non-work related e-mailing19134%4
Social networking17030%7
General Internet surfing (not just for news)17130%6
Other336%N/A
Total561  
    
9. Which news apps do you use regularly on your iPad? (Check all that apply)Responses%AllRank
NYTimes28851%1
USA Today25846%2
Washington Post12923%11
Wall Street Journal16930%7
Financial Times458%19
The Daily10919%13
Your local/regional newspaper11020%12
AP News23542%3
Reuters News Pro9918%14
ABC News18232%6
NPR16529%8
The Weather Central23241%4
CNBC6211%16
Newsy438%20
CNN19334%5
Pulse News8415%15
PressReader112%22
Flipboard15828%9
Ongo122%21
Fluent News Reader468%18
BBC News13825%10
CBS News5810%17
Other favorite news apps14726% 
    
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 day19835% 
Two or three times a day16029% 
Three to six times a day11320% 
More than six times a day7914% 
I rarely use news apps92% 
    
11. What are the four categories of news and timely information that you most frequently access on your iPad?Responses%AllRank
General News50289%1
Business/Finance24143%4
Sports18834%5
Weather28451%3
Technology29953%2
Science11220%8
Opinion15427%6
Entertainment11621%7
Lifestyles9617%9
Health/Fitness7113%10
Travel407%11
Other366%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 
One539% 
Two13224% 
Three14025% 
Four9517% 
Five9818% 
Five or More407% 
    
(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.)122% 
Early morning (between 5 a.m. and 8 a.m.)23044% 
Morning (between 8 a.m. and 11 a.m.)15630% 
Midday (between 11 a.m. and 2 p.m.)11121% 
Afternoon (between 2 p.m. and 5 p.m.)479% 
Early evening (between 5 p.m. and 8 p.m.)13125% 
Evening (between 8 p.m. and 11 p.m.)22944% 
Late evening (between 11 p.m. and 2 a.m.)5010% 
Total517  
    
13. How many magazines have you purchased to read within their apps on your iPadResponses%All 
One7113% 
Two8816% 
Three7113% 
Four5810% 
Five or more6311% 
None20737% 
    
(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.)62% 
Early morning (between 5 a.m. and 8 a.m.)10330% 
Morning (8 a.m. and 11 a.m.)7522% 
Midday (between 11 a.m. and 2 p.m.)5215% 
Afternoon (between 2 p.m. and 5 p.m.)6419% 
Early evening (between 5 p.m. and 8 p.m.)9728% 
Evening (between 8 p.m. and 11 p.m.)16649% 
Late evening (between 11 p.m. and 2 a.m.)5115% 
Total342  
    
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 likely11721% 
Somewhat likely13424% 
Neutral10920% 
Somewhat unlikely5310% 
Very unlikely11220% 
I’ve already purchased a subscription to an app-based newspaper on my iPad326% 
    
15. How likely are you to cancel your subscription to a printed newspaper in the next six months?Responses%All%Subs
Very likely6011%17%
Somewhat likely7313%21%
Neutral8014%23%
Somewhat unlikely438%12%
Very unlikely9717%27%
I cancelled my print newspaper subscription after purchasing my iPad295% 
I don’t subscribe to printed newspapers17431% 
Total556100%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 subscribe8916% 
Somewhat likely11320% 
Neutral7814% 
Somewhat unlikely5911% 
Very unlikely14526% 
I have not seen it7413% 
Total558  
    
17. How has your overall satisfaction with the Apple iPad changed in the past three months?Responses%All 
Much more satisfied20637% 
Somewhat satisfied17932% 
No change15227% 
Somewhat less satisfied214% 
Much less satisfied00% 
    
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 likely438% 
Somewhat likely387% 
Neutral214% 
Somewhat unlikely356% 
Very unlikely42275% 
    
19. Which of the following devices do you currently own? (Check all that apply)Responses%AllRank
Amazon Kindle eReader20136%5
Barnes and Noble Nook eReader7914%10
Other eReader295%12
Apple iPod30655%1
Apple iPod Touch19935%6
Apple iPhone30254%2
Other Smartphone12723%9
Netbook Computer7814%11
Apple MacBook (portable)24644%3
Apple Macintosh Computer (desktop)19735%7
Other Laptop or Notebook Computer23642%4
Other Desktop Computer17030%8
Tablet PC (Microsoft operating system)214%13
Media Tablet (Android or other non-Apple operating system)92%14
Total561  

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

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