IDG Connect’s iPad for business survey based on interviews with business and IT 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 IT 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% IT professionals 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.”
The full report is available as an interactive pdf and includes case studies on each continent.
