I can’t attend an event without noticing someone using an iPad. Case in point: an opening where a fellow photographer used her iPad to take pictures at the gallery. And, an executive roundtable I attended the next day where I spotted marketers taking notes with their iPads. It’s no secret that many financial advisors have also jumped on the iPad bandwagon. So, what’s all the fuss about?
To find out, we surveyed more than 250 financial advisors during the past few weeks to get their opinions about how and why advisors are using iPads (see full results here).
A majority of financial advisors who own or use an iPad recently told us it is an “extremely useful” or “useful” tool (77%). What is it useful for? That’s the question that I suggest you need to ask yourself – whether you own an iPad or are considering purchasing one. Technology is a means to an end not a means in and of itself.
How does the iPad and its applications support your business?
(Q2 2011 ByAllAccounts Survey, multiple responses allowed, n=92)
· For Business? Yes. Advisors are using their iPad for both business and personal use (65.3%). And still others are using it primarily for business purposes (14.4%). TD Ameritrade, Charles Schwab and Fidelity have jumped aboard this same bandwagon, offering a plethora of apps for advisors.
· For Better Productivity? Yes. Efficiency is a recurring theme in terms of how iPads support advisors’ business. Advisors use them to increase business productivity (67.4%) and stay connected while out of the office (83.7%).
· For Better Client Interactions? Maybe. I was surprised that forty percent of the advisors surveyed who own or use an iPad don’t use it in client meetings. In fact, “enhancing client meetings” and “helps me be more responsive to clients” didn’t rank highly in terms of how the iPad supports advisors’ business (50% and 48.9% respectively). Perhaps this is because one third of advisors have had their iPad less than three months and are still figuring out the best way to use it.
I suspect that we’re seeing just the beginning of the business benefits derived from tablet technology as the newness wears off, and higher-valued apps become available for financial advisors.
For a more in-depth analysis of the survey results, as well as technology usage statistics from over 500+ financial advisors, click here to check out our on-demand webinar "How Advisors are Using Technology Today". To watch highlights from the webinar, check out the video below!
Cynthia Stephens is Vice President of Marketing at ByAllAccounts. Previously, Cynthia was Director of Marketing at Compete, one of the fastest growing technology companies in New England.
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