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iPad users prefer landscape mode, late-night browsing

post #1 of 54
Thread Starter 
A new analysis of iPad user data has revealed some interesting trends among Apple product owners, including the fact that the landscape orientation may be more popular than portrait.

Onswipe


In the first edition of its new monthly usage report, Onswipe revealed that, among the users it tracks, 59.8 percent prefer landscape mode, while the remaining 41.2 percent choose portrait. The data comes from 127 million users served over the last two years by its media publishing platform.

The iPad remains the dominant platform among tablet users tracked by Onswipe, accounting for 94.1 percent of traffic. Amazon's Kindle Fire comes in second with just 4.1 percent, while Android tablets are 1.8 percent.

Onswipe


The data also shows that tablet and iPhone users are most likely to be on their device at 10 p.m. on Mondays, Tuesdays and Wednesdays. Traffic from mobile devices gradually grows throughout the day before peaking at 10.

iPad users also read far more website content than iPhone users, Onswipe found, with Apple's tablet accounting for 223 percent more page views per visit.

Onswipe


And while social platforms such as Facebook and Twitter are popular, the data shows that iPad users still prefer e-mail as the top method of sharing. E-mail's 54.8 percent of sharing easily topped Facebook's 28.9 percent, Twitter's 13.3 percent, and Pinterest's 3 percent.

Search was also found to be a better generator of traffic than social media by Onswipe, accounting for 32 percent more engagement. In all, search made up 19 percent of traffic, while social was 14 percent.

Among traffic generated by social referrers, Facebook was again the clear leader, accounting for 45.3 percent of visitors. Twitter followed in second with 18 percent, while Pinterest links were third with 12 percent. Taking fourth was Reddit with 8.2 percent, and StumbleUpon came in fifth with 6 percent.
post #2 of 54
This is relatively bad news for the platform in that it shows that most users would be using it for trivial almost recreational uses as opposed to using it for work. More important would be the trend however, so tracking it on a year to year basis would be far more informative than this one snapshot.
post #3 of 54
Quote:
Originally Posted by Gazoobee View Post

This is relatively bad news for the platform in that it shows that most users would be using it for trivial almost recreational uses as opposed to using it for work.

Never mind that it shows 91 percent of tablet users not using Android, et. al. 1rolleyes.gif

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post #4 of 54
Quote:
Originally Posted by Gazoobee View Post

This is relatively bad news for the platform in that it shows that most users would be using it for trivial almost recreational uses as opposed to using it for work. More important would be the trend however, so tracking it on a year to year basis would be far more informative than this one snapshot.

 

This is based on internet usage, not overall usage.  It doesn't say anything about work, productivity, or games.

post #5 of 54
Seems to me the preference for landscape vs portrait would depend on the activity you're using it for and thus, having to choose one, you'd select based on the mode you most often use. It's only about a 20% difference and that means that portrait (which is not as pleasant on wider profile tablets) still gets used quite often. For this reason, I still think the iPad form factor is better than others.
post #6 of 54
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post #7 of 54
What a news about nothing.

I can't call a 41%/59% division a clear statements about a much more prefer way from another. Actually I found the portrait number (41%) quite high when considering some popular contents like videos are better viewed in landscape.
post #8 of 54
Quote:
Originally Posted by TheUnfetteredMind View Post

Seems to me the preference for landscape vs portrait would depend on the activity you're using it for and thus, having to choose one, you'd select based on the mode you most often use. It's only about a 20% difference and that means that portrait (which is not as pleasant on wider profile tablets) still gets used quite often. For this reason, I still think the iPad form factor is better than others.


This is just internet usage which wouldn't take into account some things (iBooks being more portrait and movies being more landscape)

post #9 of 54
Is it really a surprise? I rarely if ever use portrait orientation, and have always wished Apple would put the dock connector so that accessories worked better in landscape
post #10 of 54
Quite strange, 101% of iPad owners seem to be using either landscape or portrait mode...
post #11 of 54
Quote:
Originally Posted by Gazoobee View Post

This is relatively bad news for the platform in that it shows that most users would be using it for trivial almost recreational uses as opposed to using it for work. More important would be the trend however, so tracking it on a year to year basis would be far more informative than this one snapshot.

I use my during the day as a laptop replacement. Creating, editing and sharing documents with iCloud.  None of this would be reflected in this survey, only the evening leisure use. The former would be very difficult to determine. However, the iPads deployment in the enterprise world, particularly the aerospace industry show that the platform is strong for both. 

post #12 of 54
That is one of the reasons I don't have a lot of magazine subscriptions. They tend to only work in portrait and most of the iPad cases really only support landscape. But portrait is preferred during those times when I am er, uh, um indisposed, shall we say.
post #13 of 54

So out of 101% of iPad users polled here, 59.8% prefer landscape while 41.2% prefer portrait?
 

post #14 of 54
Quote:
Originally Posted by Gazoobee View Post

This is relatively bad news for the platform in that it shows that most users would be using it for trivial almost recreational uses as opposed to using it for work. More important would be the trend however, so tracking it on a year to year basis would be far more informative than this one snapshot.

Onswipe only collects web usage data. This study doesn't show work vs recreational use at all.

post #15 of 54
Quote:
Originally Posted by WisdomSeed View Post

That is one of the reasons I don't have a lot of magazine subscriptions. They tend to only work in portrait and most of the iPad cases really only support landscape. But portrait is preferred during those times when I am er, uh, um indisposed, shall we say.

I agree with you here. I have mine in an otterbox and love to read my magazines in portrait mode.  I want to get rid of the otter box but do not want to loose this functionality. 

post #16 of 54
Quote:
Originally Posted by TheUnfetteredMind View Post

Seems to me the preference for landscape vs portrait would depend on the activity you're using it for and thus, having to choose one, you'd select based on the mode you most often use. It's only about a 20% difference and that means that portrait (which is not as pleasant on wider profile tablets) still gets used quite often. For this reason, I still think the iPad form factor is better than others.

I agree 101%. I use mine both ways (with the cover) depending on the task. I also suspect this is why Apple designed the iPad cover the way they did - it works either portrait or landscape. I do realize they came out with a case later that is probably better at protecting the screen when that occasional slip happens and it lands on a corner (resulting in screen breakage.
post #17 of 54
Quote:
Originally Posted by GreatBoo View Post

Is it really a surprise? I rarely if ever use portrait orientation, and have always wished Apple would put the dock connector so that accessories worked better in landscape


As somebody who uses it mainly in portrait mode it is a surprise to me

post #18 of 54

I use it both ways, it just depends on what app I'm using.  I prefer Facebook and Twitter in portrait mode, most web browsing in landscape.  I like Words with Friends in portrait but other games landscape.

post #19 of 54
Quote:
Originally Posted by GreatBoo View Post

Is it really a surprise? I rarely if ever use portrait orientation, and have always wished Apple would put the dock connector so that accessories worked better in landscape

Or accessory makers can make a dock that connects on the side for landscape mode.
post #20 of 54
Quote:
Originally Posted by GreatBoo View Post

Is it really a surprise? I rarely if ever use portrait orientation, and have always wished Apple would put the dock connector so that accessories worked better in landscape

+1

even if it means 2 connectors - 

post #21 of 54
Quote:
Originally Posted by TheDBA View Post

So out of 101% of iPad users polled here, 59.8% prefer landscape while 41.2% prefer portrait?
 

well spotted

post #22 of 54
Quote:
Originally Posted by GreatBoo View Post

Is it really a surprise? I rarely if ever use portrait orientation, and have always wished Apple would put the dock connector so that accessories worked better in landscape

It is to me. I almost always use mine in portrait mode.
post #23 of 54
I like landscape ONLY for video. I prefer portrait by far for everything else, including typing. (This is on a full-size iPad.)
post #24 of 54
When I had an iPad, I often surfed the web in landscape mode because the text was uncomfortably small to read in portrait mode. I suspect this to be a reason for these statistics. Come to think of it, even on my iMac, I often have to zoom in on an article's text to read comfortably.

With more and more iPads & tablets replacing desktops, I think web designers should design with tablet screens in mind and make legibility a bigger priority.
post #25 of 54
Given the upsurge in NETFlix traffic in the evening I can't say I'm stunned. But until I hit a video I prefer portrait on the iPad... scrolling through lists is nicer in portrait for me.
post #26 of 54

That is certainly consistent with the way I use my iPad. I would say I use it in landscape mode about 90% of the time. I also use my iPhone more often in landscape. The only really exceptions are talking or checking email quickly, but for most other things I prefer landscape. 

post #27 of 54
Quote:
Originally Posted by BigMac2 View Post

What a news about nothing.

I can't call a 41%/59% division a clear statements about a much more prefer way from another. Actually I found the portrait number (41%) quite high when considering some popular contents like videos are better viewed in landscape.

 

Not so surprising considering the number of idiots I see capturing video on their iPhones and iPads in portrait mode. It doesn't help that the on-screen icons don't switch to 'forced landscape' when video recording is started. iOS7 needs a big THIS WAY UP! on the screen for video to remind those numbnuts to twist the wrist for video.

post #28 of 54
Quote:
Originally Posted by tookieman2013 View Post

I use my during the day as a laptop replacement.

Since this is just measuring web usage, from a ux standpoint, it seems more than half of people are more comfortable using the same orientation they'd use on a traditional PC display.

Whether this says most about the users, the iPad itself, or the websites they're using is conjecture and guess-work.

It would be much more interesting if we could see some correlation with demographic data to present some hypotheses.
post #29 of 54
I'm a Portrait guy.

Feels more comfy and book-like.
post #30 of 54
Quote:
Originally Posted by nagromme View Post

I like landscape ONLY for video. I prefer portrait by far for everything else, including typing. (This is on a full-size iPad.)

Count me in too.....that is exactly how I use my iPad 4. Portrait mode except for videos....

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post #31 of 54

The reason? Those smart covers.

 

It's a PITA to use an iPad in portrait with the smart cover, despite the fact that it is a better position for reading.

 

Having said that, it still boggles my mind how useless the Nexus 7 screen is when using chrome.

post #32 of 54
Quote:
Originally Posted by Gazoobee View Post

This is relatively bad news for the platform in that it shows that most users would be using it for trivial almost recreational uses as opposed to using it for work. More important would be the trend however, so tracking it on a year to year basis would be far more informative than this one snapshot.

Recreational use = bad news?
Microsoft wants in. Desperately.

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post #33 of 54
Portrait. The landscape people can go get a Windows RT tablet. /s

"Apple should pull the plug on the iPhone."

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post #34 of 54

I wish Apple Insider would take a hint. Their app does not work in landscape mode on the iPad (or iPhone).

Please update the AppleInsider app to function in landscape mode.

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Please update the AppleInsider app to function in landscape mode.

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post #35 of 54
Quote:
Originally Posted by Steven N. View Post

It is to me. I almost always use mine in portrait mode.
Me too I don't know anyone who regularly holds their iPad in landscape mode. I hold mine like a magazine using the Smart Cover as a handle to grip it and it resting on my leg or the couch cushion.
Websites, email, most games I play...just about everything I use my iPad for (save for FaceTime) is better in portrait mode.
Really FaceTime and messaging are the only two things I use landscape for. But even then I'm typing right now in portrait.
post #36 of 54
Quote:
Originally Posted by am8449 View Post

When I had an iPad, I often surfed the web in landscape mode because the text was uncomfortably small to read in portrait mode. I suspect this to be a reason for these statistics. Come to think of it, even on my iMac, I often have to zoom in on an article's text to read comfortably.

With more and more iPads & tablets replacing desktops, I think web designers should design with tablet screens in mind and make legibility a bigger priority.
I guess you forget about the reader feature in safari? I use it whenever I get to. By far portrait is way better for reading.
post #37 of 54

Portrait or landscape, depends on what feels more natural for the current use. Then again does it really matter? iPads are made to work in any orientation, remember the display just flips.

 

Of course this excludes having the screen facedown & looking at the back, that would be stupid. lol.gif

post #38 of 54

Another 99% portrait user checking in...

 

You know, I find it interesting that Safari's Reader function seems optimized for portrait-only.  When I rotate to landscape, it gains no additional width.

 

Even pinball games look better in portrait.  1smile.gif
 

post #39 of 54
That's the same objective research as the one that says that people more frequently use pajamas in the evening than during day.


Of course they prefer landscape in the eveneings. Evenings is for watching some movies or videos for chilling. Portrait is for reading books and sometomes surfing during morning and after work commute.
Is this news?
post #40 of 54
Quote:
Originally Posted by PScooter63 View Post

Another 99% portrait user checking in...

 

You know, I find it interesting that Safari's Reader function seems optimized for portrait-only.  When I rotate to landscape, it gains no additional width.

 

Even pinball games look better in portrait.  1smile.gif
 


Same here. Safari in landscape, except for web pages that support reader mode.
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