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TMCNet:  The iPad and its Owner: Key Trends and Statistics 2013

[December 11, 2012]

The iPad and its Owner: Key Trends and Statistics 2013

NEW YORK, Dec. 11, 2012 /PRNewswire via COMTEX/ -- Reportlinker.com announces that a new market research report is available in its catalogue: The iPad and its Owner: Key Trends and Statistics 2013 http://www.reportlinker.com/p01053081/The-iPad-and-its-Owner-Key-Trends-and-Statistics-2013.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Book_Publishing When Simba added the iPad to its analysis in Trade E-Book Publishing report series, we noticed that while some consumers began using the new device for e-books, there wasn't an astronomical change in the adoption rate of digital reading. Only months after the first iPad went on sale did we confirm that close to half of iPad owners have never used the device to read e-books--an exercise that raised several questions about the device and the consumer who uses it: What percentage of the adult population actually owns an iPad and how is that changing What extent do iPad owners read e-books and engage with other kinds of media Do they spend more on digital book content than users of other devices Simba is proud to present the answers to those questions in an all-new report, The iPad and its Owner 2013. Through its proprietary nationally representative survey that has quietly tracked iPad ownership and usage trends regularly since 2010 as well as additional analysis, The iPad and its Owner seeks to undo a lot of common misconceptions about the device and where it stands in relation to the future of media. Full demographic details of the iPad owner and their relationship with books, newspapers, magazines and the Internet are fully documented, as well as five-year projections from Simba's trusted analyst team on what the iPad and the tablet market will look like five years down the road--and how far the device has come in just two years. Exhaustive sychographic details on the iPad owner are also included, which gives users of this report a clear window into the minds of millions of adults who own a device that defined--if not created--the tablet market.

Methodology Executive Summary Chapter 1: Introduction Table 1.1: iPad Ownership Trends (2010-2012) Table 1.2: Global iPad Sales Data (Q1 2011-Q4 2012) Chapter 2: iPad Owner Demographics_ Introduction The Demographics of iPad Owners 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 Book Reading Habits Book Purchasing habits Free and Borrowed Book Consumption Habits How much Does iPad Owners spend on E-Books iPad Owners and Preferred Book Purchasing Locations Children's Print and Digital Books The Other Gadget in the iPad Owner's Orbit Table 3.1: Over the Last Twelve Months, How Many Printed Hardcover Books Did you Read Table 3.2: Over the Last Twelve Months, How Many Printed Paperback Books Did you Read Table 3.3: Over the Last Twelve Months, How Many E-Books Did you Read Table 3.4: Over the Last Twelve Months, How Many E-Books Did you Buy Table 3.5: Over the Last Twelve Months, How Many Printed Hardcover Books Did you Buy Table 3.6: Over the Last Twelve Months, How Many Printed Paperback 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, How Many Printed Hardcover Books Did You Borrow or Get A Free Copy Of Table 3.9: Over the Last Twelve Months, How Many Paperback Books Did You Borrow or Get A Free Copy Of Table 3.10: Over the Last Twelve Months, How Much Money Have you Spent on E-Books Table 3.11: Over the Last Twelve Months, Where Did You Get Your Printed Books Table 3.12: Opinions on Children, Reading and Technology (All Adults, E-Book Users and iPad Owners) Any Agree Table 3.13: Hardware Used by E-Book Users Over the Last Three Months (June-August 2012) Chapter 4: Social Media, Television, Newspapers, and Other Media Habits Introduction Recent Media Use Television Magazines Newspapers Radio Social Media Web Sites Visited in Last Seven Days Table 4.1: Overview of iPad Owning Population (U.S. Adults): Recent 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 Psychographics 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 Views on the Internet Views on Mobile Phones General Lifestyle Statements Advertising Receptivity Advertising Negativity/Statements on Advertising Views on Shopping/Retail Experiences Looking Ahead 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 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 Owning Population (U.S. Adults): Lifestyle Statements (Strongly Agree) Table 5.9: Overview of iPad Owning Population Psychographic Scale: Health and 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 Table 5.14: Overview of iPad Owning Population Psychographic Scale: Advertising Negativity 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 iPad Owning Population Psychographic Scale: Financially Bette/Worse For Next 12 Months Table 5.18: Overview of iPad Owning Population Psychographic Scale: Outlook on an American Economy Chapter 6: Conclusions and Projections Introduction Table 6.1: iPad Ownership Projections (2013-2017) Table 6.2: Global iPad Unit Sale Projections (2013-2017) To order this report: Book_Publishing Industry: The iPad and its Owner: Key Trends and Statistics 2013 Contact Nicolas: nicolasbombourg@reportlinker.comUS: (805)-652-2626Intl: +1 805-652-2626 SOURCE Reportlinker

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