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.

Click on pic to enlarge

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%).

Click on pic to enlarge

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

50 Tweetable Truths about Women in Belgium

It's been a while since my last blog post. September is usually a tough month with the release of the Print Audience Study (always on September 15th). But this year was particular: besides analysis on the evolution of the Print Audience Study, I have this other beautiful and interesting project at work: the project I'm every WOMAN with the announcement and launch of #Femininsight .

#Femininsight is so much more than another quantitative research. Some 3.000 Belgian women, aged between 15 and 75 years, were surveyed about their daily life and media consumption behavior (in February - May 2011). Enriched with facts and figures about beauty, fashion and food. But the cherry on the cake - in my point of view - is the specific typology that describes 6 different types of women. It's a powerful and inspirational tool for marketeers and creative people.

You could probably write a book with all the information included in this research. But I've started with a PowerPoint presentation. But one with a feminine - practical- and viral touch; summarizing more than 50 facts and figures about women's daily life in less than 140 characters.

My specific task on this project is to feed @iewoman and monitor this account. I will also regularly add new information through this blog and the corporate website of the media sales house of Sanoma Media Belgium, my employer. Enjoy and don't hesitate to spread the word :-)

50 tweetable truths about Belgian women

View more presentations from Vanessa Sanctorum