The iPad and Its Owner: Trends and Statistics 2014

The iPad and Its Owners: Trends and Statistics 2014

What started as a spin-off report from Simba’s successful Trade E-Book Publishing report series has, with this second edition, grown into a vital research tool in its own right.

In the first edition of The iPad and Its Owner, less than 15% of U.S. adults owned an iPad. Today, even with all of the new and credible competition Apple’s tablet line is facing, about one in five adults own an iPad, and the number just keeps rising. By studying the iPad owner as well as their media habits separately from that of the entire U.S. adult population and other groups, Simba has found evidence of a rising class of adults still often use legacy content such as books, newspapers, television and radio—but their relationships with those and other forms of content is changing. And even though certain kinds of content is available on the iPad it is still no guarantee the consumer will use it: according to Simba, about half of all iPad owners do not use e-books and that ratio has stayed the same even as iPad ownership rates have soared. 

New to this edition of The iPad and Its Owner: Trends and Statistics 2014 is data on what extent iPad owners use apps, how much they’ve spent on app/non-ebook content over the past twelve months, and where things stand with educational apps downloaded for children. The report still includes estimates on what the iPad market and tablet landscape will look like in five years, a full demographic profile of the iPad owner, trend information on how they feel about and interact with different kinds of media, psychographic details, and more. 

The iPad and Its Owner: Trends and Statistics 2014, which contains over 55 charts spread over 60 pages of analysis, is the definitive and independent resource for any professional who wants to understand this rapidly expanding class of consumers and get a glimpse of how they think about books, magazines, television, social media and more. Get your copy today.  


  • Methodology
  • Executive Summary
  • Introduction
    • iPad Ownership Trends
      • Table iPad Ownership Trends (2010-2013)
    • Global iPad Sales Data
      • Table Global iPad Sales Data (Q1 2011 - Q3 2013)
  • iPad Owner Demographics
    • Introduction
      • Table iPad Owner Demographics by Gender
      • Gender
      • Age Group
        • Table iPad Owner Demographics by Age Group
      • Marital Status
        • Table iPad Owner Demographics by Marital Status
        • Table iPad Owner Demographics by DMA
      • Designated Market Area (DMA)
      • No. of Children in Household
        • Table iPad Owner Demographics by 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
      • App Usage on Smartphones and Tablets
      • Money Spent on Apps and Non-Book Smartphone/Tablet Content
        • Table Do You Use Apps on your Smartphone and/or Tablet?
        • Table In the Last Twelve Months, How Much Have You Spent on Smartphone/Tablet Content (Apps/Periodicals, Videos, Etc.?)
      • Purchasing of Children's Educational Apps
        • Table Have You Purchased or Downloaded Any Educational Apps to be used by a Child in the Past Three Months?
        • Table Smartphone and Tablet Owners and E-Book Use
      • Smartphone/Tablet Owners and E-Book Use
      • E-Books Read - Last 12 Months
        • Table Over the Last Twelve Months, How Many E-Books Did You Read?
      • E-Books Purchased - Last 12 Months
      • E-Books Acquired Free - Last 12 Months
        • Table Over the Last Twelve Months, How Many E-Books Did You Buy?
        • Table Over the Last Twelve Months, How Many E-Books Did You Get A Free Copy Of?
      • E-Books - Where Acquired - Last 12 Months
      • E-Books - How Much Money Was Spent on Digital Books - Last 12 Months
        • Table Over the Last Twelve Months, Where Have Your Purchased Your E-Books?
      • E-Books - Hardware Used for Access - Last Three Months
        • Table Over the Last 12 Months, How Much Money Have You Spent on E-Books?
        • Table Hardware Used by E-Book Users Over the Last Three Months (April-June 2013)
        • Table Over the Last Twelve Months, How Many Printed Hardcover Books Did You Read?
      • Hardcover Book Reading Habits
      • Paperback Book Purchasing Habits
        • Table Over the Last Twelve Months, How Many Printed Paperback Books Did You Buy?
      • Printed Books - Where Purchased, Last Twelve Months
        • Table Over the Last Twelve Months, Where Did You Get Your Printed Books?
      • Opinions on Children, Reading and Technology
        • Table Opinions on Children, Reading and Technology (All Adults, E-Book Users and iPad Owners) Any Agree
  • Social Media, Television, Newspapers, and Other Media Habits
    • Introduction
      • Recent Online Media Use
      • Television - Opinions on Television
        • Table Overview of iPad Owning Population (U.S. Adults): Recent Online Media Use (Number of adults in thousands)
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Television (Strongly Agree) (Number of adults in thousands)
      • Television - Psychographic Scale
      • Magazines - Opinions on Magazines
        • Table Overview of iPad Owning Population Psychographic Scale: Television Involvement (in 000)
      • Magazines - Psychographic Scale
      • Newspapers - Opinions on Newspapers
        • 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)
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Newspapers (Strongly Agree) (Number of adults in thousands)
      • Newspapers - Psychographic Scale
      • Radio - Opinions on Radio
        • Table Overview of iPad Owning Population Psychographic Scale: Newspaper Involvement (in 000)
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Radio (Strongly Agree) (Number of adults in thousands)
      • Radio - Psychographic Scale
        • Table Overview of iPad Owning Population Psychographic Scale: Radio Involvement (in 000)
      • Social Media - Opinions on Social Media
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Social Media (Strongly Agree) (Number of adults in thousands)
        • Table Overview of iPad Owning Population (U.S. Adults): Websites Visited in the Last Seven Days (Number of adults in thousands)
      • Web Sites Visited in Last Seven Days
  • Consumer Psychographics
    • Introduction
      • Internet - Opinions on Internet
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of The Internet (Strongly Agree) (Number of adults in thousands)
      • Internet - Psychographic Scale
      • News Seeking - Psychographic Scale
        • 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)
      • Research/Information Gathering - Psychographic Scale
      • Views on Mobile Phones
        • Table Overview of iPad Owning Population Psychographic Scale: Internet Activity: Research/Information Gathering (in 000)
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions on Cell Phones (Strongly Agree) (Number of adults in thousands)
      • Early Adopter - Psychographic Scale
        • Table Overview of iPad Owning Population Psychographic Scale: Early Adopter (in 000)
      • Tech Shy - Psychographic Scale
      • General Lifestyle Statements
        • Table Overview of iPad Owning Population Psychographic Scale: Tech Shy (in 000)
        • Table Overview of iPad Purchasing Population (U.S. Adults): Lifestyle Statements (Strongly Agree) (Number of adults in thousands)
      • Health & Image Leader
        • Table Overview of iPad Owning Population Psychographic Scale: Health & Image Leader (in 000)
        • Table Overview of iPad Owning Population (U.S. Adults): Where Video Ads Were Noticed, Last 30 Days (Number of adults in thousands)
      • Advertising - Where Video Ads Were Noticed
        • Table Overview of iPad Owning Population (U.S. Adults): Where Non-Video Ads Were Noticed, Last 30 Days (Number of adults in thousands)
      • Advertising - Where Non-Video Ads Were Noticed
      • Advertising - Advertising Receptivity - Psychographic Scale
        • Table Overview of iPad Owning Population Psychographic Scale: Advertising Receptivity (in 000
      • Advertising - Attitudes and Opinions about Advertising
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Advertising (Strongly Agree) (Number of adults in thousands)
      • Advertising - Advertising Negativity - Psychographic Scales
        • Table Overview of iPad Owning Population Psychographic Scale: Advertising Negativity (in 000)
        • Table Overview of iPad Owning Population (U.S. Adults): Attitudes and Opinions of Shopping (Strongly Agree) (Number of adults in thousands)
      • Shopping - Attitudes and Opinions
        • 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)
      • Economic Outlook - Now vs. 12 Months Ago
      • Economic Outlook - Financially Better/Worse Next 12 Months
        • Table Overview of Book Purchasing Population Psychographic Scale: Outlook On American Economy (in 000)
      • Economic Outlook - Outlook on American Economy
  • Conclusions and Projections
    • Introduction
      • Table iPad Ownership Projections (2014-2018)
      • Table Global iPad Unit Sale Projections (2014-2018)

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