Almost 70% of the respondents share their iPad with other people, mostly a partner or children. That is why some households decide to get a second iPad, about 20% of the respondents.

At home

The tablet is mostly used at home, especially the toilet is a popular place: 33% of the respondents make use of their iPad during their toilet break. Also, people tend to use it at night, in the living room, or in the morning, as part of their morning ritual. Generally speaking, when having a moment for themselves.

iPad or computer?

An iPad break is in general rather short: between 30 minutes and 2 hours. Nevertheless, people switch them on, multiple times a day. As from their initial purchase, almost 70% say their iPad use has increased, probably because they use it more often than their laptop or desktop computer: 60% primarily use the iPad instead of a computer. Although this does not apply on the computer at work: over 60% choose a laptop or desktop computer over an iPad. When assuming that a mobile phone, an active pc and iPad are near and you’re at home, the preferred device to access Internet, is not surprisingly the iPad.

Apps

The average number of downloaded apps lies between 21 and 50, a huge difference when comparing this to mobile phone apps. It is quite peculiar that people don’t like to pay for these apps, about 30% pays for maximum 5 apps, only 13% of the respondents pays for almost all of their downloaded apps.

The most popular features are browsing or searching the web, checking e-mails and reading books, magazines or news-related articles. Social network apps are often used as well.

Many thanks to Danny Oosterveer

Ipad owners watch YouTube movies (87%), catch up TV (74%), view live tv (34%) or check out vimeo movies (10%). iPads are used for  internet browsing (98%), email (94%), gaming (79%), social (78%), … but only 45% really use their device for business/work purposes.

I myself ordered an iPad 2 last week. I will use it to check my email and make notes (more efficient than my current moleskine). But also, I will use it to make short videos of people I encounter and it will enable me to write blogposts wherever I go (which is a bit of a hassle with a normal laptop). It will, in other words, make me a more efficient employee, will increase my content volume and make me more responsive.

It made me think: shouldn’t companies have an investment fund to invest in their employees technology and social presence? Like some companies have an education budget. Shouldn’t they have a technology budget? Or better: investment fund?

I like the idea of companies investing in the technology adoption instead of having a budget. It implies return on investment and measuring results.

The possible return could be along the lines of volume, share of voice, technology adoption, employee satisfaction and advocacy. Or with measuring starting point and progress, it even enables you to measure the difference in the number of leads and sales. It enables employees to talk positively about their company online. It improves technology adoption which will make it easier to embed conversations, social media and innovations within the company.

It could even have a variable rate of funding: if an employee performs towards their personal KPI’s, the company will fund a higher percentage of the technology. If an employee fails to perform, he/she has to refund.

What do you think?

During this discussion, I started to wonder what the role of the ‘second screen’ could be. Many people watch TV while their smartphone or their iPad is close by. This could create new opportunities for TV advertising.

Here are some of my thoughts on this:

-          A quick Twitter check learned that consumers tend to switch less between TV stations during commercial breaks because they check their social media at that time. The higher the adoption of social media, the lower switching between commercial breaks, could be a first quick conclusion.

-          Next to that, TV stations can attract new viewers because of social conversations. In a recent study, we learned that media is the number 1 conversation topic on Twitter. People tweet about the stuff they see on TV. Some stations facilitate this discussion by mentioning the #tag during the show.

-          The second screen offers the possibility to add additional content for your viewers. Creating apps that increase the relevance of a TV show is a possibility. This app can contain relevant advertising messages.

Do you see other benefits for TV stations because of the second screen in the living room. Please let me know. This will certainly be part of the ‘future of advertising’ discussion, so really interested in hearing your thoughts on this. Thanks!

Walking into a perfume store is like walking into a jungle for me: it’s full of little, beautiful bottles of which you hardly know anything. So, we decided to get some advice. A friendly lady came by to help us and showed us three different bottles. We tried them and were wondering which one would fit best with Evi’s mom. A difficult decision…

Luckily, the nice lady showed us a fourth bottle, a really beautiful bottle. And then she told us that this bottle was quite unique. It contains the smell of roses that were picked between 3 and 5 in the morning. If you pick roses in the middle of the night, it provides the greatest aromas. Of course, this last perfume was about 20% more expensive than the others, but I don’t need to tell you which one we chose without any further discussion…