Our iPad Not Mine

From early July to the beginning of August 2011, Sanoma Media conducted an iPad survey in 6 European countries in which it is active and distributes apps: the Netherlands, Finland, Russia, Hungary, Belgium and Germany. Via banners in various Sanoma apps, a total of 3,673 respondents were asked about their use and experience of working with this famous tablet.

Not a personal toy
The iPad has become the primary device at home and the preferred tool to access the internet. But it's by no means a personal computer: 67% of the iPads are actively used by other persons. This is usually the partner and, in over a third of cases, the children.

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She plays, he surfs
Traditional surfing behavior still rules, even with an iPad. It is used mainly for reading the news, surfing and browsing, searching and e-mailing. A second category includes social networking/blogging, playing games, reading magazines, watching TV and videos and looking at photos. Women play more games than men. Shopping, comparing and internet banking are less frequent activities.

On the couch, in bed and at the breakfast table
The iPad is a companion for the evenings in the living room (83%) and for reading the news in the morning (70%) at the breakfast table. But it's also ideal for a last 'social media' check in bed before going to sleep (67%).

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More info and another nice infographic with socio-demographics available here . Some specific information on Belgium coming soon.