By Kathryn Cave
IDG Connect’s iPad for business survey based on interviews with IT and business professionals across every continent, reveals that more professionals always use their iPad for work communication than personal communication.
Nearly a quarter of respondents even have their iPad supplied by work, a statistic which climbs sharply in continents like Africa (47%) and Europe (40%). In addition to this, a surprising 51% of those surveyed always use the device at work, almost as many who always use it at home (54%). This is especially true in the Middle East and Africa, where over 70% always use it at work and less than half always use it at home.
The results also show stark changes in content consumption, and provide evidence that B2B marketers should tailor information to the tablet medium:
• 97% of professionals use the iPad for reading
• 70% + now buy fewer physical books and newspapers
• 72% of iPad owners carry their laptop less
• 66% say the iPad has partially or completely replaced their laptop
The survey revealed a robust loyalty to Apple with 83% globally stating they would not consider buying a different tablet device next time.
This research shows the tablet is fast becoming a true work device, provided by employers and used in the office for business communication. It also highlights some startling regional variations, emphasising the need for marketers to adapt content to local markets as well as new mediums.
The full report is available as an interactive pdf and includes case studies on each continent. IDG Connect has its own white paper iPad app available from iTunes.
About the author
Kathryn Cave is editor at IDG Connect International.
IDG Connect is the lead generation division of International Data Group (IDG), the world’s largest technology media company. Established in 2005, it utilises access to 35 million business decision makers’ details to unite technology marketers with relevant targets from any country in the world. Committed to engaging a disparate global IT audience with truly localised messaging, IDG Connect also publishes market specific thought leadership papers on behalf of its clients, and produces research for B2B marketers worldwide. For more information visit: http://www.idgconnect.com/