The Reynolds Journalism Institute (RJI) recently completed the first phase of a multi-year research project to understand how Apple iPad users consume news content. This initial phase was a cross-sectional survey with 20 questions conducted online from the beginning of September through the end of November. The RJI plans to conduct at least two follow-up panel surveys and another cross-sectional survey in 2011. The project is funded by the Digital Publishing Alliance (DPA), a member-supported initiative of the RJI.
Based on the responses gathered from more than 1,600 iPad users, here is what RJI have learned:
• Users are predominantly well-educated, affluent men between the ages of 35 and 64 who tend to be early adopters
• Overall satisfaction and time spent with the iPad are very high
– More than nine out of 10 respondents rated their overall satisfaction as either very satisfied (70.2%) or somewhat satisfied (23.4%).
– More than three-quarters (76.1%) indicated that they are very likely to recommend the iPad to a friend or relative.
– More than six out of 10 (62.7%) reported that they spent more than an hour during a typical day with their iPad, with nearly three out of 10 (28.3%) saying they used their iPad more than two hours a day.
– Nearly nine out of 10 (89.0%) indicated that they use their iPad throughout the week, with nearly three-quarters (73.1%) reporting that they use it most frequently at home.
• Keeping up with news and current events is their most popular main use
– Using the iPad to follow breaking news reports and current events is the most popular use for the device, with 84.4% of respondents saying this is one of their main uses. Next according to popularity: leisure reading of books, newspapers and magazines (81.5%); browsing the Web (80.8%); and e-mail (75.8%).
– More than three quarters (78.6%) of the users spent at least 30 minutes during a typical day consuming news on their iPad. Respondents spent a similar amount of time with other media at a much lower rate: television (52.5%), personal computers (50.7%), printed Sunday newspapers (30.7%), printed weekday newspapers (18.8%).
– Nearly half (48.9%) of the respondents said they spent an hour or more during a typical day consuming news on their iPad.
• iPad news consumers prefer newspaper apps to newspaper websites; less likely to use print
• Positive iPad reading experience influenced by age, traditional media habits
• Low prices and ease of use are key factors in users’ decisions to purchase newspaper subscriptions on the iPad
Read more info in the full report here.
[Attribution: Fortune. Thanks to MacDailyNews Reader “James W.” for the heads up.]