Research: Professionals With iPads Are Deserting Printed Media

paidcontent reporting:

Stark new research statistics suggest digital replacement of analogue content is now very high amongst tablet owners.

• Newspapers: Seventy two percent of worldwide professionals polled by IDG Connect say they are buying fewer since owning an iPad.
• Books: 70 percent are buying fewer.
• DVDs: 49 percent are buying fewer.

Asia and the Middle East lead the way with, respectively, 90 percent and 80 percent of respondents saying they now purchase fewer printed papers.

“These markets for physical media are already in decline,” the iPad For Business Survey 2012 concludes. “On this evidence, tablet computing will hasten their demise.
“For advertising- funded media (newspapers and magazines), the challenges are particularly substantial. Readers who can afford iPads tend to be more demographically desirable than those who cannot.”

In North America, 15 percent of respondents said they would consider buying an alternative tablet to iPad next time.
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