iPad very much a work tool now

Peter Dinham
Tuesday, 17 January 2012 06:11

IT Industry - Market

At work or at home, professional or personal? It seems more IT and business professionals than ever are now using their iPads for work communication than they are for personal communications.

According to a survey by IDC, nearly a quarter of respondents even have their iPad supplied by work, a statistic which the analyst firm says climbs sharply in continents like Africa (47%) and Europe (40%).

In addition, IDC reveals that a surprising 51% of those surveyed always use the device at work, almost as many who always use it at home (54%), and that 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.

According to Kathryn Cave, editor at IDG Connect International, the 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,” Cave said.

Cave says there is a “robust loyalty to Apple,” with 83 percent globally stating they would not consider buying a different tablet device next time.

According to IDC, the results of its survey 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