The iPad 2 is sold out and, according to market research firm Piper Jaffray, which interviewed 236 iPad seekers in Minneapolis and NYC, 17 percent of people expect to use apps and play games on the devices. Only six percent plan to read on their device, a decline from 19 percent from the first iPad. Estimates are that about 500,000 of the new iPad were sold this weekend, up from the 300,000 of the first version.
“We believe this shows Apple is expanding its base of iPad users, which is critical to maintaining its early lead in the growing tablet market,” Piper Jaffray’s Gene Munster told Fortune. More users means more opportunities for publicists to reach target audiences on tablets.
Magazines and newspapers, notably Dow Jones’ The Daily, have been rushing to bring their apps to the iPad and other tablets. With the devices now in even more hands, reaching out to publications with content they can use on these gadgets is more important. This is true even if these early predictions say that users don’t plan to do a lot of reading on their iPads, first because we won’t know until we see and second because that still leaves the door open for video and other multimedia content that media outlets provide online.
And if users do ultimately load up their iPads with apps and games, publicists need to beef up their offerings in these areas and counsel clients on how to create games and apps that will appeal to their markets.