ipad isn’t mobile

Another day and another study, this time from Cooper Murphy Webb. It’s always worth taking these kinds of surveys with a pinch of salt (although they studied 1000 ipad users), but it raises some interesting responses. 27% of owners never take the tablet out the house, and 35% rarely do (they probably took it around when they first got it to show off to their mates). So that’s over 60% of people who don’t see their ipad as a portable device. On the other side 16% of users said they usually or always take their ipad out with them. I have said previously that the ipad is emerging as a new channel that I am calling The Sofa Surfer. Another interesting result from the study was that most users spend around 10 hours per week on their device and primarily use it for web browsing.

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