One thing that frustrates marketers is the sloppy use of digital research.
A new data analysis has found that iPad users prefer to use their tablet in landscape mode, and tend to use their device most during the first half of the week, late in the evening.
The data, collected from the 127 million users served by Onswipe's media publishing platform over the last two years, suggests that 59.8 per cent of iPad users choose landscape mode over portrait mode.
It also shows that both tablet and iPhone owners use their devices most in the evenings, with traffic growing throughout the day and peaking at 10pm. Interestingly, traffic recorded from tablets and iPhones is heavier on Monday, Tuesday and Wednesday.
iPads account for 223 per cent more web page views per visit than iPhone owners, according to Onswipe's data, and users of the tablet prefer to share via email rather than social media. On an iPad, more than half (54.8 per cent) of sharing is done via email, compared with 28.9 per cent on Facebook, 13.3 per cent on Twitter and 3 per cent on Pinterest.
Additionally, the report shows that the iPad remains dominant in the tablet market, with 94.1 per cent of Onswipe's traffic coming from the Apple device. Amazon's Kindle Fire accounted for 4.1 per cent of the data recorded, while Android tablets represent just 1.8 per cent.