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IPad YouGov Apple

YouGov poll indicates iPad is no fad

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By The Drum Team, Editorial

September 23, 2010 | 2 min read

Fresh from revolutionising the media industry the iPad may also be shaking up the very demographics of portable computing.

Research carried out by YouGov indicates that far from being the sole preserve of men around age 30 the iPad is actually being embraced by older males with around 40% of male users aged 45 and over.

Perhaps more interestingly, although two thirds of users are male, amongst those thinking of purchasing an iPad over half were female, predominantly of age 55 and over.

YouGov reckon these results can be explained by the “cash-rich” nature of this demographic together with the functional appeal of Apple’s latest baby.

Shorn of noisy fans, keyboard and fiddly mouse interfaces the iPad provides a more pleasurable user experience which seems to be winning over a new generation of adherents.

Key to this confluence of features is an ability to “disappear” in the users hands. With the brain not needed to engage in coordinating a series of pixel perfect manouvers to get the machine to function YouGov found that it fades away as people focus on the content instead.

The pollsters found that three quarters of users accessed the iPad for web browsing , with around half employing he device to read newpapers and play games whilst a third use it to read books.

It seems that for all the technical whizz bangery locked up in Apple’s box of tricks it is the ability to curl up on the sofa and switch the brain off which is ultimately alluring most.

IPad YouGov Apple

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