Six months after the Apple iPad arrived amid great expectations from print publishers, it’s becoming clear that consumers haven’t always been using the device or its apps quite as expected.
Many iPads aren’t really being used as mobile devices, according to extensive research by Conde Nast, whose titles on the iPad include The New Yorker, Wired, Glamour and GQ. “A lot of people are using them at this stage as household devices,” said Scott McDonald, senior VP for market research at Conde. “That means multiple readers per copy but it also means they’re not necessarily true mobile devices yet.”