On Monday, research firm IDG published a global survey examining Apple’s tablet in the business world. The survey found that 91% of IT and business professionals used their iPads for work, even though only a quarter of the devices had been supplied for corporate use. Like consumers, business professionals use the device for media consumption, but they use their devices on the road far more frequently than anywhere else. Some 79% of IT professionals said they always use their iPads on the road and 54% use the device at home. 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 Report Shows 91% of Worldwide IT and Business Professionals Use Their iPad for Work Communication
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.
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.”