National iPad Survey
Published on: Mar 3, 2016
Transcripts - National iPad Survey
Donald W. Reynolds Journalism Institute Results of RJI/DPA iPad News Surveys Roger Fidler Program Director for Digital Publishing Donald W. Reynolds Journalism Institute at the Missouri School of Journalism in Columbia FidlerR@RJIonline.org
Donald W. Reynolds Journalism InstituteFall 2010 Survey • Sept. 3 through Nov. 30 • 1,598 respondents • Recruited using links on multiple websites and the AP iPad appSpring 2011 Follow-Up Survey • Mar. 16 through Mar. 31 • 561 panelists • Recruited from Fall 2010 Survey respondents
Reynolds Journalism Institute — Fall 2010 iPad SurveyMajority of respondents wereaffluent, well-education menbetween the ages of 35 and 64. 56% Annual household income of $100,000 or more 74% Bachelor’s or graduate degree 80% Men 69% 35–64 years of age; average age was about 50
Reynolds Journalism Institute — Spring 2011 iPad SurveyAbout half of the employedpanelists said they worked in amedia-related category. 74% Employed (includes part-time and self-employed; excludes students) 13% Retired 8% Not employed (excludes students) 5% Students
Reynolds Journalism Institute — Fall 2010 iPad SurveyOverall satisfaction with theApple iPad is very high. 70% Very satisfied 24% Somewhat satisfied 76% Very likely to recommend 18% Somewhat likely to recommend 69% Panelists even more satisfied in March survey
Reynolds Journalism Institute — Spring 2011 iPad SurveyMajority of panelists are earlyadopters of media technologiesand loyal fans of Apple products. 55% Apple iPod 54% Apple iPhone 44% Apple notebook computer 42% Other notebook computer 36% Amazon Kindle eReader 35% Apple iPod Touch
Reynolds Journalism Institute — Spring 2011 iPad SurveyPanelists said they used iPadsmostly in the evening and earlymorning while relaxing at home. 51% Evening between 8 and 11 p.m. 37% Morning between 5 and 8 a.m. 51% On a couch or easy chair 17% In the bedroom 9% At breakfast or dining table
Reynolds Journalism Institute — Fall 2010 iPad SurveyMajority of respondents saidthey spend an hour or more on atypical day using their iPad. 62% An hour or more 29% 30-60 minutes 8% Less than 30 minutes 89% Used their iPad consistently throughout the week
Reynolds Journalism Institute — Spring 2011 iPad SurveyPanelists included reading newswithin newspaper apps amongtheir four main uses for the iPad. 51% Reading news within apps that aggregate content 41% Reading newspapers within their apps 39% Reading books within apps 34% Personal e-mail
Reynolds Journalism Institute — Spring 2011 iPad SurveyNational newspapers top list ofregularly used iPad news apps. 51% The New York Times 46% USA Today 42% AP News 41% The Weather Channel 34% CNN 32% ABC News 30% The Wall Street Journal
Reynolds Journalism Institute — Spring 2011 iPad SurveyGeneral news tops list of mostfrequently accessed categories. 89% General news 53% Technology 51% Weather 43% Business/Financial 34% Sports 27% Opinion 21% Entertainment
Reynolds Journalism Institute — Fall 2010 iPad SurveyLikelihood that a respondentwill switch from print to iPadnewspaper subscription withinthe next six months. 32% Very Likely 22% Somewhat Likely 12% Neutral 16% Somewhat Unlikely 18% Very Unlikely
Reynolds Journalism Institute — Spring 2011 iPad SurveyLikelihood that a panelist willcancel subscription to printednewspaper within the nextsix months. 17% Very Likely 21% Somewhat Likely 23% Neutral 12% Somewhat Unlikely 27% Very Unlikely
Reynolds Journalism Institute — Spring 2011 iPad SurveyLikelihood that a panelist willpurchase subscription to anewspaper iPad app within thenext six months. 21% Very Likely 24% Somewhat Likely 20% Neutral 10% Somewhat Unlikely 20% Very Unlikely
Donald W. Reynolds Journalism InstituteProjections for end of 2012. • 100-120 million Apple iPads users • 40-50 million Android tablet users • More than 5,000 news apps for iPad and Android tablets • Websites based on HTML5 begin to mimic tablet apps. • Continuing decline in subscriptions to printed national/metro papers.
Donald W. Reynolds Journalism InstituteProjections for end of 2012. • At least 40% of iPad/tablet users are likely to be female. • Shopping within iPad/tablet apps will be more popular than shopping within websites. • Base prices for Wi-Fi iPads and comparable Android tablets will fall below $400.
Donald W. Reynolds Journalism InstituteProjections for end of 2012. • Lower prices for iPads and comparable Android tablets will attract younger and older users. • Newspaper revenue from iPad/ tablet apps will exceed revenue from all other digital media. • Most national newspapers will have more the 500,000 paid subscriptions to iPad/tablet app editions.
Donald W. Reynolds Journalism InstituteRecommendations • Conduct surveys to assess local penetration and use of iPads and comparable Android tablets. • Purchase iPads or provide incentives for editors and ad sales staff to purchase and use at home. • Prepare your advertising sales team to produce and sell digital advertising within newspaper apps.
Donald W. Reynolds Journalism InstituteRecommendations • Learn from other newspapers and news organizations. • Encourage staff to share ideas. • Actively seek and apply suggestions and feedback from subscribers. • Start simple, then continuously evolve your apps. • Fix problems quickly.
Key takeaways • The iPad and most other, large format Android tablets are NOT supersized smartphones! • Use is heavily dominated by media consumption. • Most users want and expect a relaxed, enjoyable reading experience within apps.