Consumers Willing to Pay for Digital Content for iPads and E-Readers, According to Survey
iPad Usage Intentions
Consumers also were questioned about which features and activities they most likely would be to use if they owned an iPad, with responses indicating that they viewed the iPad differently than a traditional e-reader. Just 37 percent of respondents indicated they were “likely” or “very likely” (i.e., top 2 boxes) to read books on the device, 9 percentage points higher than those who indicated they would be “unlikely” or “very unlikely” (bottom 2 boxes). Nearly half indicated a high likelihood of using the iPad for browsing the Internet (50 percent) and e-mail (48 percent), while more than one third said they would use it for listening to music (38 percent), reading books (37 percent), maintaining an address book/contact list (37 percent), watching videos/movies (36 percent), storing and viewing photos (35 percent), and reading newspapers and magazines (34 percent).
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- Serge Matta