More than 70 per cent of IT and business professionals in the Middle East use the iPad at work and less than half use it at home, said a report.

Nearly a quarter of respondents even have their iPad supplied by work, a statistic which climbs sharply in continents like Africa (47 per cent) and Europe (40 per cent), added IDG Connect’s business survey based on interviews with IT and business professionals worldwide.

In addition to this, a surprising 51 per cent of those surveyed always use the device at work, almost as many who always use it at home (54 per cent).

The results also show stark changes in content consumption, and provide evidence that B2B marketers should tailor information to the tablet medium:

• 97 per cent of professionals use the iPad for reading

• 70 per cent + now buy fewer physical books and newspapers

• 72 per cent of iPad owners carry their laptop less

• 66 per cent say the iPad has partially or completely replaced their laptop

The survey revealed a robust loyalty to Apple with 83 per cent 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,” said Kathryn Cave, editor at IDG Connect International.

“It also highlights some startling regional variations, emphasising the need for marketers to adapt content to local markets as well as new mediums,” she added. – TradeArabia News Service