Blog Post

In business, the iPad is for bigwigs and shot-callers

The iPad’s (s aapl) assault on the enterprise definitely appears to be a top-down phenomenon, according to a new report by the makers of iOS app Seventy-one percent of the app’s registered users hold a title of ‘Manager’ or greater, TradePub says. The report also reveals some interesting statistics about how those decision-makers use their Apple tablets in the course of doing business.

In addition to the 71 percent of iPad users (drawn from TradePub’s 30,000-strong installed base) who were at least managers, 48 percent of were at the level of “Director” or above. While TradePub’s audience may skew toward higher-level employees because of the nature of its content (it offers trade magazine and technical support documentation downloads), this does back up previous reports that the iPad is generally seeing a top-down adoption pattern in general.

TradePub’s report also showed that users consume more content on the iPad than on the iPhone. app users in general request 45 percent more reports and assets from the iPad app than they do from the iPhone app. It makes sense, if you consider that the iPad’s 9.7-inch screen is more conducive to reading than the iPhone’s smaller 3.5-inch display. Longer-form content works best on the iPad, TradePub concludes, which is probably why two-thirds of U.K. iPad owners use it for reading newspapers and magazines, too.

Surprisingly, the top days for accessing content from the TradePub app were on weekends. TradePub attributes this to professionals shifting industry research and catching up with trade trends to the weekend to avoid work-related interruptions. The app’s presence on the iPad might also be a contributing factor, since the device can blur the lines between work and home use. Late evenings and Sundays were the most popular times for app access.

The iPad seems to be getting use as a tool that enables enterprise users to better stay on top of work after hours and during down time — worth considering if you’re a business thinking about deploying iPads as a way to extend productivity.

7 Responses to “In business, the iPad is for bigwigs and shot-callers”

  1. GeorgeH

    The iPad is a toy. An expensive one. The “bigwigs” I know use it as a toy. In one meeting at work, and after some gentle probing, they confessed to me that they use it mostly at home while sitting with their kids in front of the TV, so that they can do some light reading, light work emailing, and playing games. The “smallwigs”, like myself, would probably prefer the laptop they use at work to do the same stuff, plus some CPU-intensive work.

  2. @Bill is dead-on. Executives and senior management are the ones able to a) get the gear corporate IT doesn’t want to support on a widespread basis, and b) get the company to pay for their gadgets. Furthermore, the fact that “the top days for accessing content from the TradePub app were on weekends” is hardly surprising–they take the iPad home for personal use.

  3. Agree with @bill. In my organisation, all the senior management had iPads within weeks of launch, but few of them now use them or even know how.


    It’s also invaluable to IT as well. IPL’ing the mainframe remotely sure beats rolling into the data center. If only Apple were more accepting of the jail breakers. It makes the iPad 10 times more useful then in it’s non cracked state.