47% of African iPads are bought by employers

During a recent IDG Connect survey, it was revealed that 47% of the iPads used in Africa was purchased for the worker by the employee. A strong trend showed that instant communication during work hours outweighed the need for personal communication.

ipad2 — Apple's hugely-popular iPad 2 (image: Apple)

“The research shows that the iPad has emerged as true work device. It has heralded seismic shifts in the way its users access and digest information. And it has shown that the African continent has its own unique business landscape,” wrote IDG editor Kathryn Cave.

The study also revealed that African users tend to use their iPad less for entertainment. “African professionals use their iPad for entertainment and personal communication less frequently than the norm. At 13%, the proportion who says they use their iPad for “entertainment” is the lowest in the world. Levels of iPad-based work communication are higher than average,” the study noted.

But there is no argument that those who have an iPad find it a vital tool in the business world. Of those surveyed, a whopping 74% said that the iPad has completely or partly replaced their current laptop, while 43% said that it replaced their mobile phone.

African users also seem to use mobile networks to connect to the internet more than Wi-Fi. “African professionals use the iPad’s Wi-Fi connectivity to an extent that’s similar to elsewhere. However, African respondents connect to the internet using mobile networks far more frequently. Given the role that mobile connectivity plays on the continent, this shouldn’t come as a surprise,” the survey disclosed.

“The iPad may open up significant possibilities for technology marketers. The prospect of gaining access to decision makers who are in reading (or lean-back) mode while at home or on the move between locations, is intriguing. At the very least, it deserves further investigation,” the survey concluded.

The survey results, including its findings for the rest of the world, can be downloaded here.

Charlie Fripp – Acting Online editor