iPad: Who Will Use It & For What?

iPad: Which uses for which audience?

A study conducted by Christelle Huyghebaert UX Consultant

With the release in France of the iPad, surveys and studies multiply in an attempt to identify new uses that will no doubt be born with the arrival of this new product.

But beyond the intended and stated uses, it's interesting to explore the symbolism and values associated with this new tool, and their effect on intentions to purchase.

Axance thus undertook an online survey, with 400 internet users age 17-70, which shows that even if the anticipated uses are shared by all (surfing the internet, consulting e-mail, watching videos, etc...), there are real differences in perception between different persons interviewed, which suggests a great diversity in ownership and actual use of the iPad.

For the under 25, the iPad is an oversizes iPhone

Surprisingly, the youngest (under 25) appear more reluctant to purchase: 37.5% answered "No" to the question "Are you planning to buy an iPad?”

Beyond the price barrier, lack of enthusiasm was mainly due to the image that this generation has of the new device. Indeed, for the under 25, the iPad is nothing but a bigger version of iPhone.

Of course, they appreciate design (spontaneously mentioned by 14% of them) and the presence of a touch screen (18%). But for this generation accustomed to miniaturization, the size of the screen is rather perceived as a disadvantage compared to the iPhone; the iPad is considered far less practical and less "nomadic."

The iPad: a tablet for thirtysomethings?

Starting at 30 (years old), the reference point changes. For this generation, the iPad is not entering into competition with the iPhone, but with the home computer: the tablet is regarded as an "additional screen", which is complementary to (or even a replacement for) other devices connected at home. Mobile within the home, the iPad then combines the advantages of the smartphone (which mixes the Internet, email, photos, video, music, etc.) with the pleasure of using a large screen (better readability, shimmering colors, etc...).

Regarding intention to purchase, it is among thirtysomethings that is found the highest proportion (40%), followed closely by 41-50, then 51-60 years (with indecision increasing a bit with age).

The Apple Tablet divides men and women

Even if the level of purchase intent is the same for men and women, what most divides sexes are the values associated with the tablet.

Women have a very pragmatic view of the new iPad and its associated uses: they regard this new tool in terms of features or specifications. As proof, the semantic analysis of words that they spontaneously used at the mention of the iPad: "Practical" (cited by 21% of them), "Technology" (15%), "Computer" (10 %) and "Internet" (10%).

The men, meanwhile, were much more attracted by the object itself than the possibilities it offers in terms of uses. The important criteria for them are primarily the Apple brand (25% of them) and design ("Design" and "Beautiful" are words quoted respectively by 14% and 10% of men). These gentlemen also focus more strongly to the concept of innovation (mentioned by 12% of men surveyed).

 IPad Study (May 2010) conducted by Axance with 400 Internet users aged 17-70

By Lans King & Eric Marillet