iPad swiftly becomes the dominant medium for reading and entertainment


Very interesting results out from a survey by Cooper Murphy Webb of British iPad users:


Source: Cooper Murphy Webb

The study of 1034 iPad users in the UK showed that 31% prefer reading magazines and newspapers on their iPad, followed by 26% on their laptop/ computer and 24% on print.


Source: Cooper Murphy Webb

The iPad comes out as the preferred means of reading books too, with 41% choosing it, beating out print at 36%.


Source: Cooper Murphy Webb

Generally, while the iPad hasn’t become the single preferred entertainment device, it is doing extremely well considering it was just launched 2 1/2 months ago in the UK. Laptop/ computer is in the lead at 33% (reflecting the very tech-oriented community that have been the early adopters of iPad), with iPad at 24% beating out mobile phones at 22% and TV languishing in fourth place at 19%.

Other results showed the iPad was the users’ preferred device for gaming, beating out games consoles, and well over a third preferred browsing the web on iPad over a laptop or computer.

The results are really quite extraordinary, when you consider that this sample of very recent users of iPads have transformed their media engagement habits, supplanting print for reading and computers for a number of other information behaviors.

The question is of course where usage patterns go to from here. It is plausible, though unlikely, that these early usage patterns will shift back to other channels after the initial infatuation with the iPad. Rapidly becoming an addict myself, I think it more likely that usage shifts even further to these devices from existing channels.

Certainly the tablet market will fragment as well as rapidly grow, and the iPad will no longer be the only game in town. While the iPad is an admirable product, people are shifting because of the form factor, and that it has been executed well. There is no question that once more and better tablet devices are launched, that reading and entertainment habits will be dramatically transformed, and not just by the early adopters.

  • Isn’t this a vastly skewed stastistic since it is a survey of ipad owners and they just bought it? Aren’t they going to be spending a lot of time at the beginning “playing” with their new toy?

  • Hi Swan, yes absolutely this is about iPad users only, but it indicates how much people who use the devices shift their behaviors.
    As I noted in the post, it is possible these stats will go down after the initial infatuation. We’ll find out in course. But certainly the results are striking.

  • Come on Ross, you are smart enough to know the old saying 69% of all stats can be skewed to say what you want.
    Eg I could write an article saying “iPad massive failure with 84% of people find little value in using their iPads outside the home”
    Q2 of your study http://coopermurphywebb.com/ipad-consumer-usage-study
    – Do you take your iPad with you when you leave the home?
    Never 27%
    Rarely 35%
    Sometimes 22%
    Mostly 11%
    Always 5%
    It’s all open to interpretation, i think Swan hit the nail on the head, it’s a new toy, lets see in 12 months from now but in the mean time portraying the death of magazines, printed books and gaming consoles is about as useful as polling new ferrari owners “Do you prefer driving your ferrari or taking the bus?” 100% say Ferrari = death of busses imminent.

  • Fair enough Dean, we can interpret these figures however we want, and they are for many reasons just vague hints at current and future realities.
    I’ve said for some years that this form factor will be very significant, and I think so even more that the iPad has arrived as the first decent offering in the space.
    Time will tell.

  • I agree with the previous comments. These figures show what (among other things) iPad users are doing with their iPads. Surely they must prefer their iPads for something, otherwise they wouldn’t have bought them.
    Does anyone have any figures of primary uses of actual iPad usage?
    Computer games, internet browsing, reading?

  • Ah give me an old school book any day, guess just have to wait for the kids to hassle me for one till I get understand what the fuss is about!

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