The iPad and Its Owner: Key Trends and Statistics 2013

When Simba added the iPad to its analysis in Trade E-Book Publishing report series, we noticed that while some consumers began using the new device for e-books, there wasn’t an astronomical change in the adoption rate of digital reading. Only months after the first iPad went on sale did we confirm that close to half of iPad owners have never used the device to read e-books—an exercise that raised several questions about the device and the consumer who uses it: What percentage of the adult population actually owns an iPad and how is that changing? What extent do iPad owners read e-books and engage with other kinds of media? Do they spend more on digital book content than users of other devices?

Simba is proud to present the answers to those questions in an all-new report, The iPad and Its Owner 2013. Through its proprietary nationally representative survey that has quietly tracked iPad ownership and usage trends regularly since 2010 as well as additional analysis, The iPad and Its Owner seeks to undo a lot of common misconceptions about the device and where it stands in relation to the future of media. Full demographic details of the iPad owner and their relationship with books, newspapers, magazines and the Internet are fully documented, as well as five-year projections from Simba’s trusted analyst team on what the iPad and the tablet market will look like five years down the road—and how far the device has come in just two years.  Exhaustive psychographic details on the iPad owner are also included, which gives users of this report a clear window into the minds of millions of adults who own a device that defined—if not created—the tablet market.

With more than 55 charts, The iPad and Its Owner 2013 is the definitive resource for anyone wanting to understand who the iPad owner is, how they interact with books, magazines and other media, and what the future might hold in the still untested tablet marketplace. Get your copy today.


  • Methodology
  • Executive Summary
  • Introduction
    • Table iPad Ownership Trends (2010-2012)
    • Table Global iPad Sales Data (Q1 2011 - Q4 2012)
  • iPad Owner Demographics
    • Introduction
    • The Demographics of the iPad Owner
      • Gender
      • Age Group
        • Table iPad Owner Demographics by Gender
        • Table iPad Owner Demographics by Age Group
      • Marital Status
      • Designated Market Area (DMA)
        • Table iPad Owner Demographics by Marital Status
        • Table iPad Owner Demographics by DMA
        • Table iPad Owner Demographics by Children in Household
      • No. of Children in Household
      • Age of Children in Household
      • By Employment Status
        • Table iPad Owner Demographics by Age of Children in Household
      • Educational Attainment
        • Table iPad Owner Demographics by Employment Status
      • Race/Ethnicity
        • Table iPad Owner Demographics by Educational Attainment
        • Table iPad Owner Demographics by Race/Ethnicity
        • Table iPad Owner Demographics by Household Income Bracket
      • By Household Income Bracket
  • Trends in Ownership and Usage
    • Introduction
    • Book Reading Habits
      • Table Over the Last Twelve Months, How Many Printed Hardcover Books Did You Read?
      • Table Over the Last Twelve Months, How Many Printed Paperback Books Did You Read?
      • Table Over the Last Twelve Months, How Many E-Books Did You Read?
    • Book Purchasing Habits
      • Table Over the Last Twelve Months, How Many E-Books Did You Buy?
      • Table Over the Last Twelve Months, How Many Printed Paperback Books Did You Buy?
      • Table Over the Last Twelve Months, How Many Printed Hardcover Books Did You Buy?
    • Free and Borrowed Book Consumption Habits
      • Table Over the Last Twelve Months, How Many E-Books Did You Get A Free Copy Of?
      • Table Over the Last Twelve Months, How Many Printed Hardcover Books Did You Borrow or Get A Free Copy Of?
      • Table Over the Last Twelve Months, How Many Paperback Books Did You Borrow or Get A Free Copy Of?
    • How Much Do iPad Owners Spend on E-Books?
      • Table Over the Last 12 Months, How Much Money Have You Spent on E-Books?
    • iPad Owners and Preferred Book Purchasing Locations.
    • Children's Print and Digital Books
      • Table Over the Last Twelve Months, Where Did You Get Your Printed Books?
      • Table Opinions on Children, Reading and Technology (All Adults, E-Book users and iPad Owners) Any Agree
    • The Other Gadgets in the iPad Owner's Orbit
      • Table Hardware Used by E-Book Users Over the Last Three Months (June-August 2012)
  • Social Media, Television, Newspapers, and Other Media Habits
    • Introduction
    • Recent Media Use
      • Table Overview of iPad Owning Population (U.S. Adults): Recent Media Use (Number of adults in thousands)
      • Television
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Television (Strongly Agree) (Number of adults in thousands)
        • Table Overview of iPad Owning Population Psychographic Scale: Television Involvement (in 000)
      • Magazines
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Magazines (Strongly Agree) (Number of adults in thousands)
        • Table Overview of iPad Owning Population Psychographic Scale: Magazine Involvement (in 000)
      • Newspapers
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Newspapers (Strongly Agree) (Number of adults in thousands)
        • Table Overview of iPad Owning Population Psychographic Scale: Newspaper Involvement (in 000)
      • Radio
      • Social Media
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Radio (Strongly Agree) (Number of adults in thousands)
        • Table Overview of iPad Owning Population Psychographic Scale: Radio Involvement (in 000)
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Social Media (Strongly Agree) (Number of adults in thousands)
    • Web Sites Visited in Last Seven Days
      • Table Overview of iPad Owning Population (U.S. Adults): Websites Visited in the Last Seven Days (Number of adults in thousands)
  • Consumer Psychographics
    • Introduction
    • Views on the Internet
      • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of The Internet (Strongly Agree) (Number of adults in thousands)
      • Table Overview of iPad Owning Population Psychographic Scale: Internet Activity (in 000)
      • Table Overview of iPad Owning Population Psychographic Scale: Internet Activity: News Seeking (in 000)
      • Table Overview of iPad Owning Population Psychographic Scale: Internet Activity: Research/Information Gathering (in 000)
    • Views on Mobile Phones
      • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions on Cell Phones (Number of adults in thousands)
      • Table Overview of iPad Owning Population Psychographic Scale: Early Adopter (in 000)
      • Table Overview of iPad Owning Population Psychographic Scale: Tech Shy (in 000)
    • General Lifestyle Statements
      • Table Overview of iPad Purchasing Population (U.S. Adults): Lifestyle Statements (Strongly Agree) (Number of adults in thousands)
      • Table Overview of iPad Owning Population Psychographic Scale: Health and Image Leader (in 000)
    • Advertising Receptivity
      • Table Overview of iPad Owning Population (U.S. Adults): Where Video Ads Were Noticed, Last 30 Days (Number of adults in thousands)
      • Table Overview of iPad Owning Population (U.S. Adults): Where Non-Video Ads Were Noticed, Last 30 Days (Number of adults in thousands)
    • Advertising Negativity/Statements on Advertising
      • Table Overview of iPad Owning Population Psychographic Scale: Advertising Receptivity (in 000
      • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Advertising (Number of adults in thousands)
      • Table Overview of iPad Owning Population Psychographic Scale: Advertising Negativity (in 000)
    • Views on Shopping/Retail Experiences
      • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Shopping (Strongly Agree) (Number of adults in thousands)
      • Looking Ahead
        • Table Overview of iPad Owning Population Economic Outlook: Better/Worse Off Now vs. 12 Months Ago (in 000)
        • Table Overview of Book Purchasing Population Psychographic Scale: Financially Better/Worse for Next 12 Months (in 000)
        • Table Overview of Book Purchasing Population Psychographic Scale: Outlook On American Economy (in 000)
  • Conclusions and Projections
    • Introduction
      • Table iPad Ownership Projections (2013-2017)
      • Table Global iPad Unit Sale Projections (2013-2017)

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