1. iPad users – a global study Work conducted by dres consulting

2. Executive Overview iPad users are committed enthusiasts and brand loyal Once you’re hooked... 57% use their iPad for at least an hour every day Content is King: Willing to pay for apps but would rather have free branded apps with no advertising Presents great opportunity for brands to produce free branded apps with relevant, fun and entertaining content Brands can maximise on the powerful word of mouth association with a positive and creative app Source: Dres Consulting

3. Research Approach 952 users interviewed using survey software on their iPad 48% from Europe, 35% from North America 19% 15-24 / 47% 25-39 / 30% 40+ Fieldwork conducted between 18 March – 8 April Source: Dres Consulting

4. Users are committed to their iPad Over a third are considering buying another Tablet PC in the next 12 months Brand Loyalty: 70% wouldn’t even consider swapping their iPad for an new alternative tablet brand for free Source: Dres Consulting - Base: All Respondents (952) 79% of those would consider buying an iPad2

5. Once you’re hooked… 95% use their iPad at least once a day Average usage of 2h 17m each day Source: Dres Consulting - Base: All Respondents (952)

6. Apps - an area for opportunity 50% of users have over 40 iPad apps With 95% paying for ¾ or more of their apps Source: Dres Consulting - Base: All Respondents (952)

7. Apps: Play, Inform, Communicate The range of genres shows the versatility of the iPad as a communication tool Source: Dres Consulting - Base: All Respondents (952)

8. Opportunity: The branded content ‘gap’ 84% of users have 10% or less of their apps in association with brands Over 1 in 4 do not own a ‘branded content’ app 67% would like brands to produce more interesting or exclusive content for their iPads Source: Dres Consulting - Base: All Respondents (952)

9. Where should brands get involved? The key to success is to create content that is relevant, fun and informative Which areas should brands get involved in when creating new apps? Source: Dres Consulting - Base: All Respondents (952)

10. What should the pricing model be? 73% would prefer a free app that is associated with a brand rather than having to pay 68% would prefer a free branded app with NO ADVERTISING rather than an independent app with advertising A free, branded app with no advertising is the clear winner with users Source: Dres Consulting - Base: All Respondents (952)

11. Driving future actions As a result of using an app users have... have recommended an app to family/friends (61%) visited the developer’s/brands website (33%) considered buying a product or service ( 29%) Source: Dres Consulting - Base: All Respondents (952)

12. Summary Apps are fundamentally important to the iPad experience: they inform, entertain and help us socialise Association with relevant & powerful content can help drive brand awareness, values & perceptions The iPad presents a new, creative & dynamic way for brands to interact with consumers and be a part of the iPad experience Maximise the opportunity to interact with consumers in a unique and personal environment