The iPad and Its Owners: Trends and Statistics 2014

  • ID: 2799912
  • Report
  • 78 Pages
  • SIMBA Information
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In the first edition of The iPad and Its Owner, less than 15% of U.S. adults owned an iPad. Today, even with all of the new and credible competition Apple's tablet line is facing, about one in five adults own an iPad, and the number just keeps rising.

By studying the iPad owner as well as their media habits separately from that of the entire U.S. adult population and other groups, evidence of a rising class of adults who still often use legacy content such as books, newspapers, television and radio was found but their relationships with those and other forms of content is changing. And even though certain kinds of content is available on the iPad it is still no guarantee the consumer will use it: about half of all iPad owners do not use e-books and that ratio has stayed the same even as iPad ownership rates have soared.

New to this edition of The iPad and Its Owner: Trends and Statistics 2014 is data on what extent iPad owners use apps, how much they've spent on app/non-ebook content over the past twelve months, and where things stand with educational apps downloaded for children. The report still includes estimates on what the iPad market and tablet landscape will look like in five years, a full demographic profile of the iPad owner, trend information on how they feel about and interact with different kinds of media, psychographic details, and more.

The iPad and Its Owner: Trends and Statistics 2014, which contains over 55 charts spread over 60 pages of analysis, is the definitive and independent resource for any professional who wants to understand this rapidly expanding class of consumers and get a glimpse of how they think about books, magazines, television, social media and more.
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Methodology
Executive Summary

Chapter 1: Introduction
- Introduction
- iPad Ownership Trends
- Global iPad Sales Data

Table 1.1: iPad Ownership Trends (2010-2013)
Table 1.2: Global iPad Sales Data (Q1 2011-Q3 2013)

Chapter 2: iPad Owner Demographics

- Introduction
- Gender
- Age Group
- Marital Status
- Designated market Area (DMA)
- No. of Children in Household
- Age of Children in Household
- By Employment Status
- Educational Attainment
- Race/Ethnicity
- By Household Income Bracket

Table 2.1: iPad Owner Demographics by Gender
Table 2.2: iPad Owner Demographics by Age Group
Table 2.3: iPad Owner Demographics by Marital Status
Table 2.4: iPad Owner Demographics by DMA
Table 2.5: iPad Owner Demographics by Children in Household
Table 2.6: iPad Owner Demographics by Age of Children in Household
Table 2.7: iPad Owner Demographics by Employment Status
Table 2.8: iPad Owner Demographics by Educational Attainment
Table 2.9: iPad Owner Demographics by Race/Ethnicity
Table 2.10: iPad Owner Demographics by Household Income Bracket

Chapter 3: Trends in Ownership and Usage
- Introduction
- App Usage on Smartphones and Tablets
- Money Spent on Apps and Non-Book Smartphone/Tablet Content
- Purchasing of Children's Educational Apps
- Smartphone/Tablet Owners and E-Book Use
- E-Books Read - Last 12 Months
- E-Books Purchased - Last 12 Months
- E-Books Acquired Free - Last 12 Months
- E-Books - Where Acquired - Last 12 Months
- E-Books - How Much Money Was Spent on Digital Books - Last 12 Months
- E-Books – Hardware Used for Access - Last Three Months
- Hardcover Book Reading Habits
- Paperback Book Purchasing Habits
- Printed Books – Where Purchased, Last 12 Months
- Opinions on Children, Reading and Technology

Table 3.1: Do You Use Apps on Your Smartphone and/or Tablet?
Table 3.2: In the Last Twelve Months, How Much Have You Spent on Smartphone/Tablet Content (Apps/Periodicals, Videos, Etc.?)
Table 3.3: Have You Ever Purchased or Downloaded Any Educational Apps to be used by a child in the Past three months?
Table 3.4: Smartphone and Tablet Owners and E-Book Use
Table 3.5: Over the Last Twelve Months, How Many E-Books Did you Read?
Table 3.6: Over the Last Twelve Months, How Many E-Books Did you Buy?
Table 3.7: Over the Last Twelve Months, How Many E-Books Did You Get A Free Copy Of?
Table 3.8: Over the Last Twelve Months, Where Have you Purchased Your E-Books?
Table 3.9: Over the Last Twelve Months, How Much Money Have you Spent on E-Books?
Table 3.10: Hardware Used by E-Book Users Over the Last Three Months (April-June 2013)
Table 3.11: Over the Last Twelve Months, How Many Printed Hardcover Books Did You Read?
Table 3.12: Over the Last Twelve Months, How Many Printed Paperback Books Did You Buy?
Table 3.13: Over the Last Twelve Months, Where did you Buy Your Printed Books?
Table 3.14: Opinions on Children, Reading and Technology (All Adults, E-Book Users and iPad Owners) Any Agree

Chapter 4: Social Media, Television, Newspapers, and Other
- Media Habits
- Introduction
- Recent Online Media Use
- Television – Opinions on Television
- Television – Psychographic Scale
- Magazines – Opinions on Magazines
- Magazines – Psychographic Scale
- Newspapers – Opinions on Newspapers
- Newspapers – Psychographic Scale
- Radio – Opinions on Radio
- Radio – Psychographic Scale
- Social Media – Opinions on Social Media
- Web Sites Visited in Last Seven Days

Table 4.1: Overview of iPad Owning Population (U.S. Adults): Recent Online Media Use
Table 4.2: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions Of Television (Strongly Agree)
Table 4.3: Overview of iPad Owning Population Psychographic Scale: Television Involvement
Table 4.4: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Magazines (Strongly Agree)
Table 4.5: Overview of iPad Owning Population Psychographic Scale: Magazine Involvement
Table 4.6: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Newspapers (Strongly Agree)
Table 4.7: Overview of iPad Owning Population Psychographic Scale: Newspaper Involvement
Table 4.8: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Radio (Strongly Agree)
Table 4.9: Overview of iPad Owning Population Psychographic Scale: Radio Involvement
Table 4.10: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Social Media (Strongly Agree)
Table 4.11: Overview of iPad Owning Population (U.S. Adults): Web Sites Visited in the Last Seven Days
Chapter 5: Consumer Psychographics
- Introduction
- Internet – Opinions on Internet
- Internet – Psychographic Scale
- News Seeking – Psychographic Scale
- Research/Information Gathering – Psychographic Scale
- Views on Mobile Phones
- Early Adopter – Psychographic Scale
- Tech Shy – Psychographic Scale
- General Lifestyle Statements
- Health & Image Leader
- Advertising – Where Video Ads Were Noticed
- Advertising – Where Non-Video Ads Were Noticed
- Advertising – Advertising Receptivity – Psychographic Scale
- Advertising – Attitudes and Opinions about Advertising
- Advertising – Advertising Negativity – Psychographic Scale
- Shopping – Attitudes and Opinions
- Economic Outlook – Now vs. 12 Months Ago
- Economic Outlook – Financially Better/Worse Next 12 Months
- Economic Outlook – Outlook on American Economy

Table 5.1: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of the Internet (Strongly Agree)
Table 5.2: Overview of iPad Owning Population Psychographic Scale: Internet Activity
Table 5.3: Overview of iPad Owning Population Psychographic Scale: Internet Activity: News Seeking
Table 5.4: Overview of iPad Owning Population Psychographic Scale: Internet Activity: Research/Information Gathering
Table 5.5: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions on Cell Phones (Strongly Agree)
Table 5.6: Overview of iPad Owning Population Psychographic Scale: Early Adopter
Table 5.7: Overview of iPad Owning Population Psychographic Scale: Tech Shy
Table 5.8: Overview of iPad Purchasing Population (U.S. Adults): Lifestyle Statements (Strongly Agree)
Table 5.9: Overview of iPad Owning Population Psychographic Scale: Health & Image Leader
Table 5.10: Overview of iPad Owning Population (U.S. Adults): Where Video Ads Were Noticed, Last 30 Days
Table 5.11: Overview of iPad Owning Population (U.S. Adults): Where Non-Video Ads Were Noticed, Last 30 Days
Table 5.12: Overview of iPad Owning Population Psychographic Scale: Advertising Receptivity
Table 5.13: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Advertising (Strongly Agree)
Table 5.14: Overview of iPad Owning Population Psychographic Scale: Advertising Negativity 60
Table 5.15: Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Shopping (Strongly Agree)
Table 5.16: Overview of iPad Owning Population Economic Outlook: Better/Worse Off Now vs. 12 Months Ago
Table 5.17: Overview of Book Purchasing Population Psychographic Scale: Financially Better/Worse For Next 12 Months
Table 5.18: Overview of Book Purchasing Population Psychographic Scale: Outlook on American Economy

Chapter 6: Conclusions and Projections
- Introduction

Table 6.1: iPad Ownership Projections (2014-2018)
Table 6.2: Global iPad Unit Sale Projections (2014-2018)
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