What’s more painful than getting a root canal, breaking a bone or getting in a minor car accident? The answer, according to a survey of more than 1,300 iPad owners, is breaking their iPad.
Here at the TechJournal, we’re amazed at how attached to their devices iPad owners are. We know many people with smartphone apparently permanently connected to their hands, but this emotional attachment people seem to have for their iPads is surprising. And we’re not sure they would actually find the pain of breaking an iPad greater than some of the things they claim it would be.
The survey, conducted by online and mobile presentation company, Brainshark Inc., says that iPad users would find accidentally destroying their iPad more painful than:
- Getting in a minor car accident – 40%
- Having a root canal – 1 in 3 (32%)
- Breaking their nose – 16%
- Getting fired from their job – 10%
Introduced to the market just two-and-a-half years ago, the iPad has already amassed tens of millions of users, including more than 90% of the Fortune 500, and legions of ardent fans.
Brainshark’s survey, conducted in August, shows just how quickly and deeply entrenched the device has become in its users’ personal and professional lives – able to elicit enthusiastic and intense reactions, and certainly here to stay.
For example, 92% of iPad owners say the device currently supplements their laptop, but more than half (51%) think it will be their primary computing device within the next two years.
iPads, iPads Everywhere
Apple certainly has managed to stay well on top of the tablet market, despite serious competition from Google, Amazon, Samsung, and Microsoft.
With 17 million iPads – more than double the population of New York City – sold last quarter alone, the device isn’t just part of the technology landscape, but part of the everyday landscape and culture as well.
iPad owners report taking and using their devices just about everywhere, including (you may want to cover your eyes for this!):
- Naked – More than 1 in 3 (34%)
- On the toilet – 60%
- In the tub – 21%
- While walking… and bumped into someone! – 1 in 4 (24%)
- On vacation – 92%
- In a plane – 73%
- At a client meeting – 47%
iPad owners say they appreciate the device’s portability (88%), ability to turn on instantly (77%), apps (72%) and ability to keep owners accessible (58%).
Forty-three percent even say they benefit from using their iPad as a “pacifier” with their kids. In addition, more than 1 in 4 (27%) described the iPad as, quite simply, a piece of art.
Not Just a Tablet
In addition to accomplishing users’ computing needs, the iPad is – more and more – being viewed as a replacement device. More than two-thirds (67%) of iPad owners say the device has replaced books for them; others cite how it has replaced their TV (31%), camera (31%), video camera (24%), GPS (32%) and MP3 player (51%).
Personally, we hate taking photos with tablet computers, although they’re handy in a pinch. A dedicated MP3 player still works best for us for music, although we do use our tablet for that occasionally. We read books primarily on our Amazon WiFi eInk device, which is far easier on they eyes.
But iPad owners are adamant about its value. More than one-third (34%) would rather shut off their air conditioning – and 42% would brave a winter day without heat – rather than shut off their iPad.
We wouldn’t take any bets on users actually going without air conditioning on a very hot day or without heat on a very cold one just to keep their iPad turned on. Would you?
In addition, iPad owners say they’d rather lose the following items than lose their iPad:
- License – 42%
- Wedding ring – 1 in 5 (20%)
- Credit card or ATM card – 46% and 45% respectively
- Wallet – More than 1 in 4 (27%)
“Ever since the iPad burst onto the technology scene, it’s indelibly changed the way and speed at which individuals and businesses communicate,” said Andy Zimmerman, chief marketing officer for Brainshark, the creators of SlideShark.
“No one doubts the device’s popularity, but what’s really eye-opening about these statistics is just how inextricable the iPad has become from users’ everyday lives. From a business perspective, it’s now incredibly important for companies to find ways to conveniently reach their audiences on this device of choice – making it easy for them to view presentations and other important materials.”
Getting Down to Business
Not just a consumer device, the iPad has established a strong presence in the enterprise.
When using their device for business, owners say they check work emails (82%), do Web research (72%), use business apps (46%), and view or deliver presentations (74%).
In fact, the iPad is helping users with their jobs so much, they say they’d rather have an iPad for work than a bigger/better office (almost half – 47%), more senior title (1 in 3 – 34%), their own parking space (68%), an extra week of vacation each year (almost 1 in 4 – 23%) or even a laptop (65%).
We still find tablets lacking in what we need most for work – an easy way to enter text without expensive and bulky add-on tech like external keyboards. Voice operation still seems somewhat clunky, although we suspect it’s the future when it comes to interacting with tablets.
These users say the iPad has been a boon for work, making them:
- More productive – 64%
- More successful at their jobs – 1 in 3 (32%)
- Able to close a deal – 1 in 5 (21%)
- Able to impress clients – 30%
- More connected while traveling – 79%
iPad-Clad Travelers: Can’t Leave Home Without It
When traveling for business, 89% of iPad owners report using their iPad. Currently, 60% of users say they bring their iPad and laptop with them; more than 1 in 3 (35%) bring just their iPad and leave the laptop at home.
These business travelers would risk hunger, dehydration or a bladder infection rather than go without their iPad, when on-the-go for business for a day. That is, nearly half (48%) say they would go without meals, 41% would skip drinking water, and more than 1 in 3 (35%) would forgo bathroom breaks, before they would travel without their iPad.
Business travelers also say they’d rather forget the following items than forget their iPad:
- A change of clothes – More than 1 in 3 (35%)
- Birth control – 50% (47% among females)
- Deodorant – 55%
- To lock the front door – 22%
- To turn off the oven – 17%
We think these findings are rather amazing and more than a bit exaggerated. We get it, iPad owners love their devices, but when it comes to Apple fans, it’s tough to separate the hype from the reality.
- Have iPad, will travel: tablets useful as road companions
- Close to half of U.S. iPad owners unhappy with iPad4 launch
- One-third of tablet users say shopping is a favorite activity on the device
- Apple iOS platform outreaches Android by 59 percent
- Apple will lose its tablet dominance by 2016
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