The Truth About How People Use The iPad

We recently surveyed Apple iPad owners to find out how they use their tablets.

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The answers have implications for web publishers, app designers, and other gadget makers.

Based on responses from more than 500 iPad owners, here's what we've learned:

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<a href="http://www.businessinsider.com/ipad-survey#two-thirds-of-ipad-owners-use-their-ipads-1-5-hours-a-day-1">Click here for the results (including charts!) &rarr;</a> Associated Press
  • Safari, the web browser, is the iPad's most important app. But iPad owners download, pay for, and regularly use many apps, on average.
  • Most people say they are using the iPad MORE now than when they first got it. So perhaps it's not just a novel toy that people will throw away once they get bored.
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  • Almost half of the iPad owners surveyed have the 3G model, which lets them connect from anywhere. But only about half of those are on a data plan.
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Two-thirds of iPad owners use their iPads 1-5 hours a day.

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Most say they've used the iPad MORE since their initial experimentation period. We had thought people would get bored with the novelty and then use it less.

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Almost 30% say the iPad is now their PRIMARY computer.

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People spend more of their personal-computing time using their iPads than any other device.

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iPad now favorite place to browse the web, with laptop next.

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Most iPad owners have downloaded more than 20 apps.

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Most people have paid for about 10 iPad apps.

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Most people use fewer than 10 apps on a regular basis, suggesting that they're ignoring half or more of the apps they've ever downloaded.

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75% of people read books on their iPads.

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Almost half of iPad owners surveyed have the 3G model. This is more than we had anticipated.

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Of those who have 3G iPads, only a little more than half subscribe to data plans. This is where Apple's lack of a 2-year contract requirement is helpful and friendly to the consumer.

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Most of our iPad owners have not bought the new MacBook Air yet. (Obviously.)

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But those who have say it hasn't reduced the use of their iPad. Or they're too proud to admit it! (Ours has, for sure.)

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Most say it's okay to have both an iPad and MacBook Air. We agree: We think the iPad is still much more fun, but we can't get any work done on it. Similarly, we wouldn't want to read an e-book on the MacBook, but it's great for getting work done anywhere.

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Most iPad owners would rather have an iPad than a MacBook Air.

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