iPad Serves as Substitute For Other Media Devices


iPad Reshapes Content Consuming Habit: Consumers in the U.S. owning Apple’s iPad are using it to replace other media channels and electronic devices, new figures by Brainshark show.

Of the 1,300 iPad owners polled, 67% say it now served as a substitute for books, 32% for GPS navigation systems, 31% for traditional cameras and TV sets, and 24% for video cameras. '

Other study highlights include:

  • While 92% of the panel say that the iPad currently supplements their laptop, 51% expect it to become their primary computing platform in the next two years.

  • The respondents cite the following benefits of the iPad: The fact it switches on instantly (88%) and the range of apps available (72%).

  • Other notable findings include: 58% cite the fact they can keep in touch on the move; 43% say the iPad serves as a “pacifier” for their children; and 27% regard the tablet as a “piece of art.”

  • The most common activities undertaken on the iPad by business users were checking work e-mails(82%); viewing or delivering presentations (74%); and accessing enterprise apps (46%).

  • 30% say the device has helped them impress clients, and 21% reveal it has assisted them in closing a business deal.

Source: Brainshark

Follow Scott Van Camp: @svancamp01


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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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