Tablet computers – especially Apple’s hugely popular iPad – are quickly replacing laptops in the workplace.
According to the findings of a new IDG Connect Report, 91% of worldwide IT and business professionals use their iPad for work communication.
12% of respondents admit that their iPad has fully replaced their laptop, while more than 50% say the tablet has partially replaced their laptop.
The results also show stark changes in content consumption, and provide evidence that B2B marketers should tailor information to the tablet medium:
- 97% of professionals use the iPad for reading
- 70% + now buy fewer physical books and newspapers
- 72% of iPad owners carry their laptop less
The survey revealed a robust loyalty to Apple with 83% globally stating they would not consider buying a different tablet device next time.
“This research shows the tablet is fast becoming a true work device, provided by employers and used in the office for business communication,” says Kathryn Cave, editor at IDG Connect International. “It also highlights some startling regional variations, emphasizing the need for marketers to adapt content to local markets as well as new mediums.”
Are you an iPad user who now depends less on your laptop as a result? If so, please share your experience with a comment below.
