Almost 80 percent of early adopters were very satisfied with their iPad versus 65 percent of those who bought it after launch. What makes those numbers so intriguing is that they feed into some very interesting usage numbers. Early adopters are now using their iPads for more than 18 hours/week, and for almost one-third of them that time is increasing. Clearly early adopters love their iPads and are finding increased opportunities to use them. Overall, as one might expect, the top three things consumers are doing with their iPads during that time are surfing the web, doing email, and playing games (and this is precisely why these devices pose a long-term threat to the notebook/netbook/handheld market).
But there are nuances within the different consumers that make the demise of other devices not quite as inevitable. For example, while those standard activities are done in similar proportion among initial buyers and latecomers, the initial buyers are much more likely to be interacting with more advanced multimedia features than their late buying counterparts. Early adopters were 44 percent more likely to watch YouTube videos, 50 percent more likely to watch movies, 60 percent more likely to watch TV shows, and 38 percent more likely to be reading e-books. That type of iPad usage behavior is a dagger at the heart of the usage model for netbooks and secondary notebook computers. Watching video on a device like this has always been a personal activity, and since 20 percent of users’ time with the iPad was spent with it in bed, only slightly less than the 25 percent of time consumers spent with their iPad in a stationary surface mode, it is obvious that the iPad form factor makes people feel warm and cuddly.
Parole Fatti Pensieri