The Reynolds Journalism Institute (RJI) is conducting a multi-year research project to understand how Apple iPad users consume news content. The initial phase was a cross-sectional survey with 20 questions conducted online from September 6 through November 30, 2010. The RJI plans to conduct at least one follow-up panel survey and another cross-sectional survey in 2011. This project is funded by the Digital Publishing Alliance (DPA), a member-supported initiative of the RJI.

Nearly 1,600 iPad users completed the initial survey. Respondents were recruited from stories with links to the survey on several media and technology websites and blogs in addition to the RJI website. A promo with a link to the survey also appeared on the AP News iPad app in October and November. SurveyGizmo was used to host this survey. Questions are shown below as they appeared online.

The Donald W. Reynolds Journalism Institute (RJI) is a nonprofit entity affiliated with the Missouri School of Journalism in Columbia, Missouri. RJI is dedicated to developing and testing ways to improve journalism through new technology and improved processes.

The Digital Publishing Alliance (DPA) is a member-supported program of the RJI that mostly includes newspaper publishers and news organizations in the United States.

The principal researcher for this project is Roger Fidler, RJI Program Director for Digital Publishing and DPA Coordinator. Fidler can be contacted at fidlerr@rjionline.org. He was assisted by Adam Maksl, a Ph.D. student at the Missouri School of Journalism in Columbia.

1. Please enter your 5 digit residential ZIP code (States identified based on ZIP codes)
Responses
%USA
 
Total USA Respondents
1544
96.6%
 
California
188
12.2%
 
New York
131
8.5%
 
Florida
102
6.6%
 
Texas
91
5.9%
 
Missouri*
84
5.4%
 
Illinois
83
5.4%
 
Virginia
57
3.7%
 
Arizona
54
3.5%
 
Georgia
52
3.4%
 
Washington
45
2.9%
 
(* RJI actively recruited participants through the University of Missouri.)
 
 
 
 
2. When did you acquire your first Apple iPad
Responses
%All
 
April 2010 (First month)
427
27%
 
May 2010
274
17%
 
June 2010
203
13%
 
July 2010
153
10%
 
August 2010
144
9%
 
September 2010
148
9%
 
October 2010
159
10%
 
November 2010
62
4%
 
TOTAL
1570
 
 
 
 
 
 
3. Birth Year (Age Groups based on computed age variable)
Responses
%All
 
24 or younger
52
3%
 
25 to 34
245
16%
 
35 to 44
320
21%
 
45 to 54
388
26%
 
55 to 64
380
25%
 
65 or older
179
12%
 
TOTAL
1512
 
 
 
 
 
 
4. What is your gender?
Responses
%All
 
Male
1261
80%
 
Female
313
20%
 
TOTAL
1574
 
 
 
 
 
 
5. Which on of the following best describers your total annual household income, before taxes?
Responses
%All
 
Less than $25,000
34
2%
 
$25,000 to $49,999
106
8%
 
$50,000 to $74,999
214
15%
 
$75,000 to $99,999
266
10%
 
$100,00 to $249,999
608
19%
 
$250,000 or more
169
44%
 
TOTAL
1397
12%
 
(201 respondents opted not to provide this information.)
 
 
 
 
6. What describes the highest level of education you have attained?
Responses
%All
 
High school graduate or less
52
3%
 
Some college but no degree
236
15%
 
Associate degree
88
6%
 
Bachelor's degree
608
38%
 
Master's degree (MA, MS, MBA, etc.)
392
25%
 
Professional degree (law or medicine)
114
7%
 
Doctoral degree (Ph.D.)
98
6%
 
TOTAL
1588
 
 
 
 
 
 
7. Where did you use your iPad most frequently (in the past 30 days)
Responses
%All
 
At home
1166
73%
 
At work
195
12%
 
At school
18
1%
 
While commuting (to/from work or school)
45
3%
 
While traveling (airports, airplanes, hotels, etc.)
112
7%
 
Other (open field)*
98
4%
 
TOTAL
1595
 
 
(*Most "Other" said "everywhere" or "home and office.")
 
 
 
 
8. In a typical week, when did you use your iPad most? (in the past 30 days)
Responses
%All
 
Consistently throughout the week
1166
89%
 
Mostly on weekdays
195
9%
 
Mostly on weekends
18
2%
 
TOTAL
1596
 
 
 
 
 
 
9. What were your main uses for the iPad? Check all that apply. (in the past 30 days)
Responses
%All
Rank
Business/Profession (work related)
944
59%
6
Entertainment (games, videos, music, etc.)
1049
66%
5
Leisure reading (books, magazine, newspapers, etc.)
1302
82%
2
Keeping up with the news and current events
1347
84%
1
Accessing the Web (browsing, searching, reading, etc.)
1289
81%
3
Education/training (course materials, textbooks, etc.)
306
19%
9
Personal (calendar, contacts, shopping, etc.)
918
58%
7
Social networking
679
43%
8
E-mail
1210
76%
4
Other (open field)*
68
4%
10
TOTAL
1596
 
 
(*"Other" included note taking, maps, and photos)
 
 
 
 
10. In a typical day, how much time did you spend with your iPad?
Responses
%All
 
Less than 15 minutes
16
1%
 
15-30 minutes
112
7%
 
30-60 minutes
464
29%
 
1-2 hours
546
34%
 
More than 2 hours
449
28%
 
TOTAL
1587
 
 
 
 
 
 
11. How would you rate your overall satisfaction with the iPad?
Responses
%All
 
Very dissatisfied
35
2%
 
Somewhat dissatisfied
16
1%
 
Neutral
51
3%
 
Somewhat satisfied
371
23%
 
Very satisfied
1113
70%
 
TOTAL
1587
 
 
 
 
 
 
12. How likely are you to recommend the iPad to a friend or relative?
Responses
%All
 
Very unlikely
15
1%
 
Somewhat unlikely
9
>1%
 
Neutral
68
4%
 
Somewhat likely
288
18%
 
Very likely
1207
76%
 
TOTAL
1587
 
 
 
 
 
 
13. How would you rate your reading experience with the iPad compared with each of the following media?
Printed Newspaper
Responses
%All
 
Much worse than a printed newspaper
31
2%
 
Somewhat worse than a printed newspaper
174
11%
 
About the same as a printed newspaper
219
14%
 
Somewhat better than a printed newspaper
493
31%
 
Much better than a printed newspaper
652
42%
 
TOTAL
1569
 
 
 
 
 
 
Printed Magazine
Responses
%All
 
Much worse than a printed magazine
41
3%
 
Somewhat worse than a printed magazine
185
12%
 
About the same as a printed magazine
304
20%
 
Somewhat better than a printed magazine
504
33%
 
Much better than a printed magazine
488
32%
 
TOTAL
1522
 
 
 
 
 
 
Apple iPhone
Responses
%All
 
Much worse than an Apple iPhone
6
>1%
 
Somewhat worse than an Apple iPhone
17
1%
 
About the same as an Apple iPhone
93
8%
 
Somewhat better than an Apple iPhone
295
25%
 
Much better than an Apple iPhone
752
65%
 
TOTAL
1163
 
 
 
 
 
 
Other Smartphone
Responses
%All
 
Much worse than my other smartphone
11
1%
 
Somewhat worse than my other smartphone
14
1%
 
About the same as my other smartphone
70
7%
 
Somewhat better than my other smartphone
154
16%
 
Much better than my other smartphone
731
75%
 
TOTAL
980
 
 
 
 
 
 
Personal Computer
Responses
%All
 
Much worse than my personal computer
33
2%
 
Somewhat worse than my personal computer
156
10%
 
About the same as my personal computer
358
23%
 
Somewhat better than my personal computer
537
35%
 
Much better than my personal computer
463
30%
 
TOTAL
1547
 
 
 
 
 
 
Netbook Computer
Responses
%All
 
Much worse than my netbook computer
13
1%
 
Somewhat worse than my netbook computer
33
4%
 
About the same as my netbook computer
218
24%
 
Somewhat better than my netbook computer
215
23%
 
Much better than my netbook computer
445
48%
 
TOTAL
924
 
 
 
 
 
 
E-Reader
Responses
%All
 
Much worse than my e-reader
17
2%
 
Somewhat worse than my e-reader
93
10%
 
About the same as my e-reader
176
19%
 
Somewhat better than my e-reader
273
29%
 
Much better than my e-reader
376
40%
 
TOTAL
935
 
 
 
 
 
 
14. Thinking about your answers to the previous question, what are some of the qualities that have made your reading experience better or worse with your iPad? Be as specific as possible. (Open question)
The responses to this open question were quite extensive. A more complete list may be posted on the RJI website at a later date.
 
 
 
 
15. In a typical day, how much time do you spend consuming news using the following media?
Television
Responses
%All
 
None
177
11%
 
Less than 15 minutes
256
16%
 
15-30 minutes
312
20%
 
30-60 minutes
355
23%
 
1-2 hours
325
21%
 
More than 2 hours
146
9%
 
TOTAL
1571
 
 
 
 
 
 
Radio
Responses
%All
 
None
331
21%
 
Less than 15 minutes
363
23%
 
15-30 minutes
398
26%
 
30-60 minutes
266
17%
 
1-2 hours
137
9%
 
More than 2 hours
56
4%
 
TOTAL
1551
 
 
 
 
 
 
Printed Newspaper (weekday edition)
Responses
%All
 
None
584
37%
 
Less than 15 minutes
310
20%
 
15-30 minutes
374
24%
 
30-60 minutes
235
15%
 
1-2 hours
54
3%
 
More than 2 hours
7
>1%
 
TOTAL
1564
 
 
 
 
 
 
Printed Newspaper (Sunday edition)
Responses
%All
 
None
584
37%
 
Less than 15 minutes
191
12%
 
15-30 minutes
305
20%
 
30-60 minutes
311
20%
 
1-2 hours
142
9%
 
More than 2 hours
26
2%
 
TOTAL
1559
 
 
 
 
 
 
Apple iPad
Responses
%All
 
None
16
1%
 
Less than 15 minutes
70
4%
 
15-30 minutes
251
16%
 
30-60 minutes
466
30%
 
1-2 hours
501
22%
 
More than 2 hours
267
17%
 
TOTAL
1571
 
 
 
 
 
 
E-Reader
Responses
%All
 
None
1236
47%
 
Less than 15 minutes
79
18%
 
15-30 minutes
61
16%
 
30-60 minutes
109
12%
 
1-2 hours
23
5%
 
More than 2 hours
26
2%
 
TOTAL
1536
 
 
 
 
 
 
Apple iPhone
Responses
%All
 
None
722
47%
 
Less than 15 minutes
273
18%
 
15-30 minutes
246
16%
 
30-60 minutes
191
12%
 
1-2 hours
75
5%
 
More than 2 hours
35
2%
 
TOTAL
1542
 
 
 
 
 
 
Other Smartphone
Responses
%All
 
None
1088
71%
 
Less than 15 minutes
200
13%
 
15-30 minutes
119
8%
 
30-60 minutes
54
4%
 
1-2 hours
32
2%
 
More than 2 hours
34
2%
 
TOTAL
1527
 
 
 
 
 
 
Personal Computer
Responses
%All
 
None
168
85%
 
Less than 15 minutes
239
3%
 
15-30 minutes
359
3%
 
30-60 minutes
302
6%
 
1-2 hours
197
1%
 
More than 2 hours
288
2%
 
TOTAL
1553
 
 
 
 
 
 
Netbook Computer
Responses
%All
 
None
1296
85%
 
Less than 15 minutes
53
3%
 
15-30 minutes
44
3%
 
30-60 minutes
88
6%
 
1-2 hours
19
1%
 
More than 2 hours
26
2%
 
TOTAL
1526
 
 
 
 
 
 
16. How likely are you to use a newspaper's app for reading news and feature stories on your iPad instead of going directly to the newspaper's website?
Responses
%All
 
Very unlikely
33
2%
 
Somewhat unlikely
42
3%
 
Neutral
106
7%
 
Somewhat likely
391
25%
 
Very likely
1002
64%
 
TOTAL
1574
 
 
 
 
 
 
17. How often did you read or browse a printed newspaper in the past 30 days?
Responses
%All
 
Nearly everyday (weekdays and weekends)
635
40%
 
Nearly every weekday (not on weekends)
98
6%
 
Nearly every weekend (not on weekdays)
110
7%
 
A few times most weeks
169
11%
 
Only on a few occasions
317
20%
 
I didn't read or use a printed newspaper
254
16%
 
TOTAL
1583
 
 
 
 
 
 
18. If you subscribe to a printed newspaper now, how likely are you to cancel that subscription and a switch to a subscription-based electronic version of that newspaper on your iPad or a similar device in the next six months?
Responses
%All
%Subs
Very unlikely
169
11%
18%
Somewhat unlikely
153
10%
16%
Neutral
109
7%
12%
Somewhat likely
202
13%
22%
Very likely
298
19%
32%
I've already made the switch
170
11%
 
I don't subscribe to a printed newspaper
485
31%
 
TOTAL
1586
 
 
 
 
 
 
19. Which newspapers, newsmagazines and/or news services have come closest to meeting your expectations on the iPad? (Open question)
The New York Times, USA Today, AP News and The Wall Street Journal were mentioned most frequently. A more complete list may be posted on the RJI website at a later date.
 
 
 
 
 
 
 
20. How has your overall satisfaction with the Apple iPad changed in the past three months?
A price lower than the print subscription or free with a print subscription, comprehensive and timely, quality content (e.g. stories, graphics, photos and videos), enjoyable to read, convenient, easy to use, and relevant ads were among the most commonly mentioned features or qualities. A more complete list may be posted on the RJI website at a later date.

All RJI-DPA iPad/Tablet online surveys are powered by SurveyGizmo survey software.

Roger Fidler  
 
Program Director for Digital Publishing (Retired)



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