iPad Consumer Usage Study

According to a poll by Cooper Murphy Copywriters,  Apple’s iPad is the preferred method of reading newspapers and magazines among consumers already owning the device. The poll also found that a plurality of iPad owners prefer the device for reading books and gaming.

Cooper Murphy’s poll of 1034 UK iPad owners has provided an insight into how consumers use the device. The poll revealed:

43% use the device for more than 10 hours per week
hours per week

0-2 hours 17%
2-5 hours 16%
5-10 hours 24%
10-20 hours 28%
20+ hours 15%

Consumers most often use the device within their home
Leaving home
Never 27%
Rarely 35%
Sometimes 22%
Mostly 11%
Always 5%

24% use their iPad as their primary entertainment device
Primary device
iPad 24%
Laptop/Computer 33%
TV 19%
Mobile phone 22%
Other 2%

iPad preferred method of reading newspapers and magazines
Newspapers and magazines
iPad 31%
Laptop/Computer 26%
Mobile phone 12%
Print 24%
E-reader 7%

iPad preferred method of reading books
Reading books

iPad 41%
Laptop/Computer 12%
Mobile phone 4%
Print 36%
E-reader 7%

38% prefer iPad for internet browsing
Internet browsing
iPad 38%
Laptop/Computer 55%
Mobile phone 7%

Plurality prefer iPad for gaming
Gaming

iPad 37%
Laptop/Computer 22%
Mobile phone 6%
Games console 35%

1034 UK iPad owners were questioned via a research-administered telephone poll between July 28 2010 to August 10 2010.

Poll published: 12 August 2010