On Monday the results of the global survey on APPLE iPad used by Business professionals conducted by IDG was released. According to the results of the survey 91% of IT and Business professionals use their iPads for work. Business professionals use iPad while being in the car or such transport. The IT professionals use iPad in the road in 79% and at home in 54%. IDG notes that the iPad hasn’t really prompted the majority of IT and business professionals to abandon any other devices, however, with only 12% saying that their iPad has completely replaced their laptops and just 6% saying it has supplanted their PCs. However, 72% said they were using their notebooks less because of the iPad, with 83% of corporate users describing themselves as being loyal to Apple’s device.IDG Connect’s i”Pad for business” survey based on interviews with IT and business professionals across every continent, reveals that more professionals ( 91%) 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 in 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.
Kathryn Cave, editor at IDG Connect International said “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.”
