By Ken Y-N ( June 25, 2010 at 23:37)
· Filed under Hardware, Lifestyle, Polls
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Macromill Research recently conducted a detailed survey into the opinions of recent iPad purchasers, and found a mostly positive set of reactions.
Demographics
On the 14th and 15th of June 2010 300 iPad users from the Macromill monitor group completed a private internet-based questionnaire. 88.7% of the sample were male, 4.7% in their teens, 25.7% in their twenties, 36.0% in their thirties, 19.7% in their forties, and 14.0% aged fifty or older. 51.3% were married, 55.7% were regular company employees, 12.3% students, and all other occupation types were under 7%. A couple of other significant demographics are in tables D1 and D2 below.
The iPad was released on May 28th in Japan, so most people would have had their iPad for less than three weeks. It would be interesting to see the survey results from the same questions in three months time.
It’s curious that in Q7 that a majority are dissatified with the battery life, whereas a search of Google reports that most people are getting more than the advertised 10 hours out of it. Is it just because it is new and people are doing battery-heavy tasks like playing games, downloading stuff and watching movies, or have people got Nintendo DS Lite-like expectations?
Research results
D1: What is your household income? (Sample size=300)
| Under 4 million yen |
21.0% |
| 4 to 6 million yen |
21.7% |
| 6 to 8 million yen |
16.0% |
| 8 to 10 million yen |
13.3% |
| 10 to 15 million yen |
23.0% |
| More than 15 million |
5.0% |
Compared to the best figures I can find for the average Macromill monitor, there is nearly three times as many iPad owners with a salary over 10 million.
D2: What mobile phone do you use privately? (Sample size=300)
| iPhone |
34.3% |
| Other SoftBank (non smartphone) |
9.3% |
| Other smartphone |
4.3% |
| Docomo (non smartphone) |
37.0% |
| au (non smartphone) |
13.3% |
| Don’t have a mobile phone |
1.7% |
Note that the iPad 3G and the iPhone itself is exclusive to SoftBank in Japan.
Q1: What sorts of things do you do on your iPad? (Sample size=300, multiple answer)
| View web sites |
88.0% |
| Read electronic books, newspapers, magazines |
73.7% |
| Email |
65.3% |
| View video |
59.3% |
| Play games |
51.0% |
| Listen to music |
47.3% |
| View maps |
40.0% |
| Manage schedule |
38.3% |
| View photos, use as photo frame |
35.0% |
| Tweet on Twitter |
34.3% |
| Shop online |
32.7% |
| Use social networking services (SNS) |
21.7% |
| Create content |
11.3% |
| Other |
2.7% |
Q2: On average, about how long per day do you use your iPad for? (Sample size=300)
| Less than 30 minutes |
7.7% |
| 30 to 59 minutes |
15.7% |
| One to two hours |
41.0% |
| Two to three hours |
21.0% |
| Three hours or more |
14.7% |
The average daily usage was around 96.3 minutes, or over one and a half hours!
Q3: Do you use your iPad for private or for business matters? (Sample size=300)
| Mostly private |
81.7% |
| Mostly business |
2.0% |
| Both about the same |
16.3% |
Q4: Do you take your iPad with you when you go out? (Sample size=300)
| Always |
32.3% |
| Sometimes |
44.0% |
| Never |
23.7% |
Q5: Do you use your iPad at home or outside? (Sample size=300)
| Mostly at home |
63.0% |
| Mostly outside |
9.3% |
| Both about the same |
27.7% |
Q6: Where do you use your iPad? (Sample size=300, multiple answer)
| Own room |
65.7% |
| Living room |
46.7% |
| Bedroom |
27.3% |
| Work |
24.0% |
| Cafe, restaurant |
22.0% |
| Trains, bus |
18.7% |
| Car |
12.7% |
| Travel destination |
11.3% |
| Kitchen |
7.0% |
| Veranda, garden |
3.0% |
| Other |
2.7% |
Q7: What aspects of the iPad are you satisfied with? (Sample size=300, multiple answer)
| Design |
74.3% |
| Clarity of screen |
74.0% |
| iPad exclusive functionality |
60.3% |
| Battery life |
45.7% |
| Size, weight |
42.7% |
| Range of applications |
39.3% |
| Network connection speed |
33.0% |
| Other |
2.7% |
Q8: Have you ever, or are you interested in personally scanning paper books and making your own electronic documents from them? (Sample size=300)
| Have done so |
17.7% |
| Haven’t done so, but interested in it |
27.3% |
| Not interested in it |
55.0% |
Q9: Even if electronic books become commonplace, would you want real paper version of books you like? (Sample size=300)
| Would want |
41.3% |
| Perhaps would want |
36.3% |
| Perhaps wouldn’t want |
16.3% |
| Wouldn’t want |
6.0% |
Q10: Since getting an iPad, how has your time spent on the following activities changed? (Sample size=300)
| |
Increased |
Increased a little |
Not changed |
Decreased a little |
Decreased |
| Watching television |
5.7% |
5.7% |
67.3% |
16.3% |
5.0% |
| Reading paper newspapers |
3.7% |
8.0% |
70.3% |
12.7% |
5.3% |
| Reading paper books |
3.0% |
12.7% |
65.7% |
15.7% |
3.0% |
| Reading paper magazines |
3.3% |
10.3% |
68.7% |
13.0% |
4.7% |
| Playing portable games |
4.0% |
10.7% |
61.0% |
14.0% |
10.3% |
| Playing console games |
4.0% |
7.7% |
59.3% |
17.7% |
11.3% |
Q11: Since starting using your iPad have you started doing the following more? (Sample size=300)
| |
Yes |
Perhaps yes |
Perhaps no |
No |
| Tweeting on Twitter |
14.0% |
23.3% |
19.3% |
33.3% |
| Shopping online |
10.3% |
18.3% |
42.0% |
29.3% |
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ipad,
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hi,
intriguing; it would be very interesting to see this survey conducted again in, say, a couple of years, same questions, same population (if possible). how will attitudes and usage patterns have changed?