The Apple iPad

February 2011

Trends and Statistics 2

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Apple iPad - Trends & Statistics 2

Since our rst iPad trends report, published in October 2010, the device has continued to break boundaries. As Apple’s most successful product in its rst year on sale, it would not be an exaggeration to say that the iPad has revolutionised the personal computer market and the technology industry as a whole. Its immersive, enjoyable and personal take on the mobile computing experience has proven extremely attractive to consumers and developers alike. The impact of this innovative approach to mobile media computing has been re ected in its unparalleled success in the market. In just under a year on sale, upwards of 14.8million iPad’s have been sold around the world, with 7.3 million being sold in the 2010 Christmas quarter alone.

In this Q2 report we highlight further evidence of trends identi ed in the previous quarter’s report and discuss even more trends and statistics that have emerged since.


“We are ring on all cylinders and we’ve got some exciting things in the pipeline” Steve Jobs, Apple CEO

Quarter one trends update
Since our report on the rst quarter of iPad results, further studies and research has been carried out which support and, in some cases, exceed previous gures. Below are some brief updates where more up to date statistics were available.

• iPad is fast becoming the most popular mobile device
Morgan Stanley analyst Katy Huberty projected 16 million iPads would be sold in the rst 12 months alone. In fact, approximately 14.8 million were sold in the rst nine months on sale. These gures, released by Apple, suggest iPad sales will in fact exceed her predictions. Previously, a Yahoo survey stated 35-44 year olds made up the greatest proportion of iPad owners, but according to a Neilsen Company report conducted in December 2010, 25-34 year olds now make up the core ownership of iPads. At the time of the last publication, it was only known that consumer awareness of the iPad was ‘very high’. Adage have since reported in January 2011 that 90 percent consumer awareness amongst people surveyed. The same studies also found 21% of 18-34 year olds intended to buy an iPad.


• iPad is changing the rules of digital publishing
Despite the unprecedented initial magazine app sales reported in the quarter one report, the extremely high launch sales of a number of high pro le eMagazines somewhat distorted their rate of adoption on the iPad as a whole. More recent studies have shown that these gures have dropped after the initial issues. has reported that sales performance of eMagazines on the iPad roughly correlates with the title’s performance on the news stand, which show a higher initial sales for launch.

• iPad is becoming a major gaming platform
According to gures published by the app store analytics company Distimo, Gaming apps maintain the highest proportion of apps for the iPad, however they do not account for quite such a high proportion of all apps. In our previous report we highlighted the gures of April 2010, which showed that around 30 percent of all apps for the iPad were games. In contrast to this, gaming apps now represent only 23 percent of all iPad apps.

• iPad is creating a netbook sales drop
The decline of Netbook sales reported in the Q1 ndings appears set to continue in 2011. Acer’s sales manager has stated that this year “tablet launches will begin a gradual replacement of Acer’s small laptop-style netback computers, in line with market demands”.


• iPad apps are bringing in more revenue for developers and publishers
While there is no direct update to the research from Distimo, which reported the average iPad app costs $4.67, they have released an encouraging report which states that: “paid downloads increased almost 30% more than free downloads in the top 300 in December 2010 compared to June 2010”.

• iPad internet usage is at a par with traditional PC’s
Further supporting our ndings in our Q1 report, in December 2010, Chitika, an online adverting network, reported that 0.83 percent of internet usage was generated through the iPad. It reported that it is currently on a par with all Linux product’s internet share.

• iPad is becoming adopted for commercial applications
It was previously reported that 50 percent of the Fortune 100 were using iPads for commercial use. Far more impressive gures announced by Apple now state that over 80 percent of the Fortune 500 are currently deploying or piloting the iPad.



Apple’s App Store continues to dominate the app store market

In the past 12 months, application downloads from Apple’s App Store have skyrocketed. Figures published by Apple state that seven billion apps were downloaded from the store in 2010 alone, with the achievement crowned by the ten billionth download in January this year.

“ “

Stephanie Baghdassarian, Gartner Research

Philip Schiller, Senior vice president of worldwide product marketing, Apple Inc

Such rapid growth of Apple’s app market in 2010 can in no small part be attributed to the iPad’s popularity during the same period. According to research carried out by The Neilsen Company, 91 percent of iPad owners have downloaded at least one application for their device, with 63 percent of those downloading a paid application.

“The App Store has surpassed our wildest dreams”


“Many are wondering if the app frenzy we have been witnessing is just a fashion, and, like many others, it shall pass. We do not think so.”

Source: The Nielsen Company

The iPad’s popularity has no doubt been a factor in Apple’s continued dominance of the app market. Gartner research found that 9 out of 10 app downloads of an estimated 8.2 billion were from Apple’s app store. It is therefore no surprise that the same research company are forecasting App sales of $15 billion in 2011 - a gure that is nearly triple the $5.2 billion Apple made from the App store in 2010.

Carolina Milanesi, Vice President, Gartner Research


“We estimate that Apple’s App Store… will remain the single bestselling across our forecast period”


Revenue generated from in-app purchase is increasing

While upfront payments for purchasing an app were the primary source of revenue for iPad apps in 2010, research by the analytics company Distimo has identi ed an increasing trend towards revenue generation via in-app purchases. They found that in December 2010: In-app purchases on free apps accounted for 15 percent of total app revenue on the iPad. This gure was up from 7 percent in June 2010. In-app purchases on paid apps accounted for 14 percent of total app revenue. This gure was up from 5 percent in June 2010.

Peter Vesterbacka, Developer, Angry Birds

Distimo observed that developers were making a shift to free applications with in-app purchasing as it allowed them to create revenue whilst harnessing the high download rate of free applications. This shift of both consumers and developers alike represents disappointing news for the Android Market, where in-app purchasing remains unsupported. It may go some way to explaining why Google’s Group Manager for the Android platform Eric Chu, recently told a conference he was “not happy” with app generated revenue on the platform.


“Apple will be the number one platform for a long time from a developer perspective, they have gotten so many things right….And paid content just doesn’t work on Android.”

Revenue Share By Monetization Type (US)
100% 88% 71% 100% 64% 51%




50% 15%

5% 25% 14% 25%


5% 7% 0% June 2010



Dec 2010


June 2010

Dec 2010

Revenue Share Paid Applications Revenue Share Paid Applications Within App Purchases Revenue Share Free Applications Within App Purchases
Source: Distimo

With Apple’s in-app purchase system, many newspaper and magazine apps let iPad users buy individual editions or subscriptions from within the app. Articles published by the Wall Street Journal and Forbes in February 2011, reported that Apple are now enforcing the rule which states all in-app purchases need to be made via the Apple payment system- a move which could be detrimental to many publishers and developers who avoided doing this in the iPad’s first quarter.



Advertising on the iPad is more e ective than print

Dave Dickson, Product Marketing Manager, Adobe

Research carried out examining the e ect of iPad advertising in 2010 has largely found that ads viewed on the iPad are more e ective than both print advertising and advertising on other digital platforms. In a study carried out by Alex Wang, Ph.D. of the University of Connecticut, consumers were asked to gauge their reactions to di erent types of advertising. The study found that the interactive ads on the iPad were consistently better received than static print advertising. The test subjects were required to assign a rating (with 9 being the strongest), to a variety of di erent criteria. The results of this study can be seen below.


“Advertising in digital magazines can more e ectively engage readers and create stronger purchase intention than similar static ads in print.”

The ndings of this study are supported by research carried out by The Neilsen Company, which found that iPad users were far more receptive to advertising than users of other devices and that users were more likely to make a purchase as a result of an advert on the iPad compared to any other device.
iPad users are far more receptive to advertising
Receptivity to Advertising I am more likely to look at ads if they have an interesting video 49% 40% 39% 46% I enjoy ads that have interactive features 26% 27% 40% 25% 25% 39% 20% 19% 37% 23% 19%

I am more likely to click on ads that are simple text ads Ads on my connected device are new and interesting I like to see what ads can do on a connected device

Apple iPad Apple iPhone All Connected Device Owners

iPad owners are more likely to make a purchase after viewing an ad
Response to Advertising I made a purchase on the internet via PC I made a purchase at a store I made a purchase over the telephone I made a purchase directly through my connected device I searched for more information I clicked on an ad to view the full advertisement or product o ering Used or requested a coupon through an ad Discussed a product or service that I saw advertised , with a friend or family 10% 13% 7% 9% 36% 27% 24% 10% 12% 7% 8% 5% 18% 18% 22% 20%

Apple iPad All Devices Source: The Neilsen Company



The iPad is increasingly being used for eCommerce

A recent study by price comparison website Kelkoo has found that eCommerce sales now represent more than 10 percent of total retail sales in the UK. It is no wonder therefore that retail businesses are making ever increasing e orts to maximise their online sales. In order to do this though, it is essential for retailers adapt to the evolving technological landscape, and cater for increasingly popular devices such as the iPad. Using speci cally tailored apps, a number of companies have found that the iPad can be an exceptional tool for generating revenue from eCommerce. Its vivid, tactile approach to online shopping is one that retailers are now beginning to exploit.

Forrester Research

In the past year eBay have reported that shoppers using an iPad spend on average 50 percent more than PC users, with unique visitors to the site who make a purchase spending on average $85 per week.

“The iPad is the rst mobile device where eCommerce really ourishes”

Munjal Shah, Head of commerce sales, Google

“ “

“Many retailers report that already half of what they consider to be mobile tra c is coming through tablet devices.”

Han Yuan, Director of engineering, platform business solutions and mobile at eBay inc.

As well as eBay, a number of retailers are hugely bene ting from the shopping experience o ered on the device. achieved over 8000 unique downloads of their iPad app in the rst two months it was available. While Wet Seal, a retailer of teenage girls apparel, has stated that whilst promoting back-to-school clothing, they had close to 1 million out t views via the iPad app alone. Forrester has examined the mobile tra c driven to its own retail site. It found that 45.5 percent of tra c driven from mobile devices was from the iPad.

Typical Mobile Tra c Report from Forrester Retail Site

iPad iPhone iPod touch Droid Blackberry Tour Blackberry Onyx Samsung Moment Other Mobile
Source: Forrester


“Our iPad app is actually easier to use than our Web site.”


iPad is becoming one of the most popular eBook reading devices

While 2010 will undoubtedly be remembered for the unprecedented success of the iPad, it will also be considered the year eBooks (digital books) achieved success on a major scale. Global sales of the eBook rose by approximately 400 percent and achieved nearly $1 billion sales in the process.
“Publishers need to take digital seriously, they must make it the new default for publishing, preparing for a day in which physical book publishing is an adjunct activity that supports the digital publishing business”

In a year in which Amazon announced eBooks outsold paperbacks on its website in the nal quarter of sales, ChangeWave Research indicates that the iPad successfully claimed much of the eReader market from its more established competitors.
Current eBook Reader Ownership
Nov 2010 Which eBook Reader do you currently own?
80% 60% 40% 20% 0% Feb ‘10 16% Aug ‘10 Nov ‘10
Source: ChangeWave Research Amazon Kindle Apple iPad

James McQuivey, Forrester Research


62% 47%



The growth of the iPad as an eBook reader appears set to continue into the decade. An online survey conducted by The Bookseller in October and November 2010 forecast that eBooks would eventually be read primarily on tablet devices. Nearly one third (31.8%) of respondents forecast that the iPad or devices like it would be the most commonly used eReader platforms by 2015. A survey by ChangeWave Research of 2,800 consumers suggests that these predictions are well founded, and if anything, conservative in their forecasts, given the projected adoption rate of the iPad as an eReader.

Future e-Reader Buyers - Next 90 Days
Nov 2010 Which of the following eBook Readers will you most likely buy?
50% 68% 40% 30% 20% 10% 0% iPad (Apple) Kindle (Amazon) Nook (Barnes & Noble) Sony Reader (Sony) A Smart Phone Other/Don’t with eBook Know/NA Capability 18% 33%




Source: ChangeWave Research



Consumers more likely to read magazines & newspapers on iPad than other devices

Since its introduction in April 2010, the iPad has established itself as the device of choice for reading eMagazines and Newspapers in particular. ChangeWave research found that iPad users are over three times more likely to read magazine and newspaper content than owners of all other eReader devices.
% of e-Reader Owners Who Say They Read Newspapers/Magazines on Their Devices
May 2010 Apple iPad Owners vs. All Other e-Reader Owners

Apple iPad e-Reader Owners All Other e-Reader Owners

60% 50% 40% 30% 20% 10% 0% Newspapers 14% 50% 38%


Source: ChangeWave Research

The iPads dominance as a device used to read magazine and newspaper content is even more impressive when compared to its main eReader market contender, the Kindle. In a further study, ChangeWave Research found: 51 percent of iPad owners read newspapers on the device, while only 11 percent do on the Kindle. 36 percent of iPad owners read eMagazines on the device, while only 8 percent of Kindle owners do.


When examining the performance of the iPad in 2010, it is hard to conclude that it has been anything other than an unmitigated success. It has surpassed all sales expectations, driven record pro ts for Apple, and appears set to grow at an unprecedented rate in 2011. It is also helping to generate revenue for publishers, advertisers and retailers, in addition to being the consumer’s choice of devices.
However, arguably the greatest impact of the iPad, is the shift it has engendered in the technology industry as a whole. One must only look so far as the 100 or more tablet devices debuted at the 2011 CES gadget show to appreciate the transformative e ect the iPad has had on Apple’s competitors, hoping to take a slice of the Apple pie. For the iPad, the main issue of 2011 will therefore be in maintaining its market lead, whilst making further in-roads in certain areas of the market. Publishing and eCommerce look set to be industries in which the iPad will ourish in 2011, with consumers and developers alike favouring the iPad above all other devices. A number of commentators have shrewdly forecast 2011 as “the year of the tablet”, however with rumours abounding about a possibly imminent iPad 2 release, and speculation regarding the innovative features it may provide, all trends are suggesting that 2011 may well in fact, be the year of the iPad 2.

Stephanie Baghdassarian, Gartner Research


“Something massive has happened…it’s called the iPad.”

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