New Survey Report about the Apple iPad and HTML5

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By | 2017-02-23T01:00:09+00:00 June 7th, 2010|Articles|Comments Off on New Survey Report about the Apple iPad and HTML5

There’s been lots of hype about the iPad and HTML5 recently, but precious little hard information. A new survey-based report from, entitled Supporting the iPad and HTML5 – Timing, Motivation, Costs and Scope, provides concrete data by detailing the plans of the 1,147 survey respondents regarding support for these platforms. The report also provides implementation data like content and monetization plans, development budgets and feature sets, enabling report buyers to make better informed decisions about the timing, scope and costs of their own iPad and HTML5 related implementations.

The report provides a first glimpse into how many web sites plan to support the iPad, and how these plans vary by demographic category. For example, as a group, 21% of respondents planned to support the iPad by 12/31/2010, including 3% who planned an iPad app by 6/30/2010, 6% who planned an iPad compatible website by that date, and 12% who planned an app or website by 12/31/2010. At the other end of the spectrum, 43% of respondents reported that they had no current plans to support the iPad.

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However, planned support for the iPad varied widely by company type, annual revenue, target market and number of distributed video files, all demographics presented separately in the report. For example, 36% of media enterprises planned iPad support by 12/31/2010, and only 27% were not planning to support Apple’s new device. Organizational size also changed the picture, with 30% of all organizations with revenue under $1 million planning iPad support by 12/31/2010, but only 13% of organizations with revenue over $1 billion.

The report also details the respondent’s content plans for iPad specific offerings, feature sets (and how they compare to the respondents’ primary web sites), monetization plans, development costs and whether the iPad app or site was developed in-house or via third party resources.

Planned HTML5 Adoption

The next major topic was if and when the survey respondents planned to make the HTML5 video tag the primary video playback option with fallback to Flash or other plug-in based technology. Here, 3% of respondents reported that their sites had already implemented the HTML5 video tag, while another 19% intended to changeover by December 31, 2010. As a group, however, 51% of respondents did not intend to convert over to the HTML5 video tag “in the foreseeable future.”

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Again, there results varied by demographic category, with 34% of media enterprises planning HTML5 support by that 12/31/2010, but only 4% of government respondents and 8% of educational respondents. Significantly, 63% of respondents with revenue in excess of $1 billion had no plans to support HTML5 in the foreseeable future.

The report also assessed the respondent’s motivation for migrating to HTML5, and their satisfaction with existing plug-in based technology. For 71% of respondents, the principle motivation for supporting HTML5 was “nothing drastic, it’s just the next logical step.” In terms of concerns regarding conversion to HTML5, the most serious issues were that HTML5-compatible browsers were not yet ubiquitous (33% rated this a 5 on a scale from 1-5), followed by the lack of a single HTML5 codec (32%).

In a related question, the report tended to disprove the widely reported impressions of Apple CEO Steve Jobs, who, according to CNET, “dismissed Flash as ‘a CPU hog,’ full of ‘security holes,’ and ‘old technology.’” Specifically, on a scale of 1 – 5 (with five being the highest score), only 1% of respondents who deployed the Adobe technology rated Flash a 1 (poor) for Performance, and less than 2% rated Flash a 1 for Stability, Security or End user satisfaction. Conversely, 59% of respondents rated Flash a 4 or 5 for Performance, along with 64% of respondents for Stability, 48% for Security, and a 70% for End user satisfaction.

Mobile Support

In addition to planned support for the iPad, the report next asked respondents about their plans to support other mobile platforms, including Google’s Android platform, as well as Blackberry and Palm. At least 65% of respondents planned to support the iPhone/iTouch devices, dropping down to 23% for Palm devices. In addition, fifty three percent of respondents planned to offer a generic video stream for devices not specifically supported via web pages or apps.

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Results again varied greatly within the different demographics, with the Blackberry disproportionately well supported in Government sites, and enterprises with revenue in excess of $1 billion.

About the Report

Supporting the iPad and HTML5 was written by StreamingMedia contributing editor Jan Ozer, and produced in partnership with Database Trends and Applications, a magazine produced by Unisphere Media, who along with is a subsidiary of Information Today, Inc. The original survey was created, implemented and analyzed using, and the survey report is 40 pages long, with 40 information tables.

The Appendix to the report contains 18 demographic-specific survey reports detailed in the Table of Contents shown below, that totals an additional 702 pages. These additional reports allow survey purchasers to view survey data specific to their organizational type (media, non-media, educational, governmental, worship/non-profit), annual revenue, market served (B2B, B2C, B2Both) and the number of video files posted on their web sites.

Report Pricing and Availability

The report is available in three editions, report with appendices ($199.99), report-only ($59.99), and appendices only ($159.99). All versions are available now for purchase and download in PDF format on the ( and Database Trends and Applications web sites (

About – Publishing and Research

When corporate executives are charged with designing and implementing a digital media strategy for their own companies, no matter what the sector, they turn to us for guidance. The Streaming Media Research and Publishing division of Streaming Media was created to deliver solid, meaningful, data-centric research to this no-nonsense audience – the kinds of answers that nobody else can find, to the kinds of questions that nobody else even knows enough to ask. We pride ourselves in giving value to clients and partners by offering timely in-depth research and leveraging our network of media assets and strategic relationships to deliver the information you need to move your business forward. For more information, visit

About Database Trends and Applications

Database Trends and Applications Magazine is published by Unisphere Media, a Division of Information Today, Inc. based in Chatham, New Jersey. Unisphere also publishes the 5Minute Briefing series of email newsletters and conducts research within specialized segments of the IT market independently and in support of major industry user organizations. For more information visit

About Jan Ozer

A recognized expert in video compression technologies, Jan Ozer has worked in digital video since 1990, and benchmarked codec performance since the CD-ROM days of 1994. Jan has written many authoritative articles on streaming technologies for, Digital Content Producer, EventDV and PC Magazine, and several research-based white papers compared the performance of streaming video codecs. Jan has written or contributed to 16 books on digital video, translated into 7 languages. In addition to frequently teaching short courses for organizations like, Jan has instructed two and three day video production seminars since 1992. Jan is also the owner and principal contributor to

Table of Contents

I.    Executive Summary

1.   iPad Support via App or Web Site

2.   HTML5 Adoption  

3.   Mobile Support      

4.   Presentation of Survey Results       

II.  iPad Support Plans

1.   Results by Demographic Type        

Results by Revenue     

Results by Target Market         

Results by Number of Video Files        

2.  Motivation, Content Strategy and Features 

Content Strategy         

Planned Features         

3.   Monetizing the iPad App/Website  

4.   iPad App/Web Site Development Costs and Hosting

Cost Segments 

Hosting the iPad-related Content          

III.   HTML5 Adoption Plans 

1.   Results by Demographic    

Results by Revenue     

Results by Target Market         

Results by Number of Video Files        

2.   HTML5 Adoption Details   

Motivation for supporting HTML5       

Key Conversion Issues 

Required penetration of HTML5 Compatible Browsers

3.   Satisfaction with Existing Technology – Flash

Flash Usage     

Current Satisfaction Levels with Flash 

4.   Satisfaction with Existing Technology – Silverlight 

Silverlight Satisfaction 


IV. Mobile Adoption   

1.   Results by Demographic    

Results by Revenue     

Results by Target Market         

Results by Number of Video Files


V.  Demographics       

1.   Advanced Demographics    

Results by Organizational Type

Results by Revenue     

Results by Target Market (B2B, B2C, B2Both) 

Results by Number of Deployed Video Files     


VI. Appendices           

I.    Survey Results by Organization Type         

1.   Media Enterprise          

2.   Non-Media Enter         

3.   Government    

4.   Education        

5.   Worship/Non-Profit     

II.   Survey Results by Annual Revenue

6.   Under $1 million         

7.   $1 – 10 million

8.   $10 – 100 million         

9.   $100 million to 1 billion           

10. More than 1 billion      

III. Survey Results by Target Market    

11. Business to Consumer 

12. Business to Business    

13. Business to Both         

IV. Survey Results by the Number of Video Files         

14. Under 100       

15. 100 – 250        

16. 250 – 1,000      

17. 1,000 – 5,000   

18. Over 5,000       


#1Craig SeemanSaid this on 06/08/2010 At 02:23 pm

I'm inclined to believe this snapshot in time will change significantly by 12/31/10. Part will be driven by iPad and new iPhone sales and the web views that result. Part will be IE9. Part will be the desire to have a single "unified" site that will play on both iDevices and computers. I think the numbers will prove to be on the low side. It's really going to be at around a 2 year transition and it will escalate as we move though year 2.

It's all just my gut observation. These things always seem to be a bit on the conservative side as the transition begins.

One thing that will cause the move away from Flash, I believe, will be problems with hardware acceleration on iDevices and even Android. I do think Android will be the telling factor and whether all such hardware devices will handle Flash hardware acceleration. If they eventually do, Flash may have a longer life.

I can't see developers having a desire to deal with both Flash and HTML5 is the only way to reach both iOS and Android when HTML5 will be able to reach both.

Given the growth in light OSs (iOS and Android) and the devices they support I think ultimately the market economics will push towards simplicity of one codec (H.264) and one standard (HTML5) that can work across all devices.


Just my crystal ball and it may have cracks in it.

#2Jan OzerSaid this on 06/09/2010 At 01:29 pmIn reply to #1Craig:

I agree that Android will be a bellweather. Google is sending really contradictory messages (support for Flash, launch VP8) so it's tough to tell what's going to happen.

You seem pessimistic about Flash hardware acceleration on iDevices (which currently is impossible) and Android. Nothing I've seen in my tests makes me pessimistic. GPU hardware is GPU hardware and Adobe should be as capable as anyone in programming efficiently and getting the most from the hardware. Certainly all my Google Chrome tests indicate that Chrome is a performance dog. In the meantime, CPUs are getting more powerful, and batteries more capable, making the problem less relevant. I hope to get an Android phone in sometime soon, though I'm not sure if/how I can run performance tests on it.

I tend to think that HTML5 will win out because of simple evolution, not any grand dissatisfaction with Flash or Silverlight. Certainly my survey results showed none of that from folks actually using it.

On the flip side, lacking DRM, adaptive streaming and a single supported codec, HTML5 still has huge holes that prevent its adoption by people who actually make money streaming video. It's not yet a finished product, or even close.

Thanks for sharing your thoughts here.

Jan#3Craig SeemanSaid this on 06/09/2010 At 03:03 pm

Google is sending really contradictory messages (support for Flash, launch VP8) so it's tough to tell what's going to happen . . .You seem pessimistic about Flash hardware acceleration on iDevices (which currently is impossible) and Android

It's these aforementioned aspects in conjunction that is the cause of my pessimism. Android (Google), Adobe, phone manufacturers, chip makers, have to come together to make Flash on device (Android) OS possible. Given the fractured nature of Android OS and phone hardware market, Google does not seem to have the wherewithal to make this happen. They've promised to address the fractured nature of the market but that's going to take a year or more to sort out in my estimation.

Believe it or not, I think the HTML5 issues will move along more quickly in addressing DRM and adaptive streaming issues. I think Apple's push into advertising (and Flash ads are a big part of Flash's use in the market) is going to accelerate HTML5 and the issues that need to be addressed. 

I might even venture a guess the Adobe will move into HTML5 support more quickly that Google will put the pieces together for Flash . . . or VP8 and its use in either Flash or HTML5 for that matter.