iPad users prefer pain, even getting fired, to seeing their iPad destroyed

by David Needle

September 18 2012

A serious side to the iPad user survey details how it's being used for business.
A serious side to the iPad user survey details how it's being used for business.

There’s customer loyalty and then there’s extreme customer loyalty. A new poll shows a high number of iPad users would rather have a root canal or get in a minor car accident than lose their beloved device.

Brainshark has just released a unique twist on the traditional user preference survey. In a survey of over 1,300 iPad users, the online and mobile presentations company asked if accidentally destroying the device would be more painful than a number of other unfortunate events. 

A staggering 10% said they’d find the loss of their iPad more painful than being fired from their job. 

The top three responses of what would be less painful than losing an iPad:

  • Getting in a minor car accident – 40%
  • Having a root canal – 1 in 3 (32%)
  • Breaking their nose – 16%

And the “fun” doesn’t stop there. Brainshark also wanted to get a read on the different places the iPad is used. Here’s the breakout of some of those responses: 

  • Naked – More than 1 in 3 (34%)
  • On the toilet – 60%
  • In the tub – 21%
  • While walking… and bumped into someone! – 1 in 4 (24%)
  • On vacation – 92%
  • In a plane – 73%
  • At a client meeting – 47%

At a client meeting? Almost seems radical by comparison. 

When using their device for business, iPad owners say they check work emails (82%), do Web research (72%), use business apps (46%), and view or deliver presentations (74%).

Beyond underscoring the loyalty iPad users share, the survey also shows a growing dependence on the device for an ever-growing range of uses. 

Of those surveyed, 92% of iPad owners say the device currently supplements their laptop, but more than half (51%) think it will be their primary computing device within the next two years. 

“No one doubts the device’s popularity, but what’s really eye-opening about these statistics is just how inextricable the iPad has become from users’ everyday lives,” said Andy Zimmerman, chief marketing officer for Brainshark.

“From a business perspective, it’s now incredibly important for companies to find ways to conveniently reach their audiences on this device of choice – making it easy for them to view presentations and other important materials.” 

Business travelers said they’d rather forget the following items than forget their iPad:

  • A change of clothes – More than 1 in 3 (35%)
  • Birth control – 50% (47% among females)
  • Deodorant – 55%
  • To lock the front door – 22%
  • To turn off the oven – 17%

When asked about traveling for business, 89% of iPad owners said they use the device (60% say they bring their iPad and laptop with them; more than 1 in 3 (35%) bring just their iPad and leave the laptop at home).

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