Tablets usage nearing PCs - watch where the ad $s go

Tablet owners spend 7.5 hours per week on their tablets compared to 9.6 hours on a PC, and that “tablet owners who also have a smartphone spend 40 percent more time browsing the Internet on their tablet than on their smartphone.”

Publishers should be paying attention to this. Increased use and satisfaction of tablets means less use of desktops, which means lower results on desktop advertising, which isn’t all that great to begin with. And the advertising that dominates the desktop, the banner, won’t be efficient on a tablet or smartphone.

#ipad

#tablet

(Source: digiday.com)

Tablet Owners Buy Magazines More Than Any Other Type of Content

Tablet Owners Buy Magazines More Than Any Other Type of Content

Here’s a bit of great news for magazine media publishers.  39% of tablet owners who buy content purchase magazine content.  That’s more than any other type of content, according to a study released yesterday by the Online Publishers Association.  35% of tablet content buyers owners purchase books, 26% buy movies and 18% have purchased a full-length television program.  Altogether, 61% of tablet owners spend money on content.  The study also found that the magazine content purchases were split fairly evenly between digital subscriptions and single issues (this also held true for newspaper purchases on tablets).  41% of tablet owners said the preferred way to access magazine content was via the mobile web, compared to 30% via publication-specific app. “That result is remarkable,” wrote Jeff Sonderman of Poynter, “contradicting conventional wisdom that distributing native apps through app stores is the best way to get consumers to purchase content.”  And here’s a bit of data that should chill the heart of any tv executive:  53% of tablets owners use their devices between 8-11 p.m.

(Source: magazine.org)

Think of readers first and then let them engage any way they want and on any device

This this reader comment sums it up nicely

I subscribed to the print mag and stumbled into the digital version. Now I have it on all my mobile devices (almost a necessity with how dense it is, content wise). The crazy thing I only recently learned about was the audio version of EVERY article for the paid version. I’d need to ride in my car 10 hours a week to listen to all the content. It’s brilliant and I’ll likely be a subscriber for a long time.


Read the article

Owners of e-readers read more and 1 in 5 Americans have one

Interesting data from Pew study:

 - eBook fans will also read more books, are more likely to purchase a book than borrow it, and will - on average - read 24 books in a year. This compares favorably with the 15 books a year estimated for those who prefer the comfort of a physical book. 

-  it appears that the longer you own one of the aforementioned devices, the more likely it is that you will read more. 41% of eReader and tablet owners of more than a year agreed to this statement, compared to 35% of device owners who had had their tablet or eReader just six months.

(Source: tabtimes.com)

iPad tops Consumer Reports tablet ratings

New Apple iPad tops our tablet Ratings
Apr 2, 2012 6:00 AM

The high-resolution screen of the new iPad establishes a new benchmark in excellence, providing the best rendering of detail and color accuracy we’ve ever seen on a tablet display. As a result, the iPad tops our newtablet Ratings, posted today.

Performance on the new iPad ($500 to $830) was superb in virtually every other way as well. The 5-megapixel camera took very good photos. Verizon’s 4G network yielded very fast, dependable connectivity to a 4G-compatible version of the iPad in our informal tests. And despite the energy-intensive display and graphics, the iPad still has longer battery life than all other tablets.

Responding to consumer comments on the new device, and to coverage from other reviewers, we also carried out further tests that confirmed the new iPad is warmer in its hottest spots than the iPad 2. But we didn’t find those temperatures to be cause for concern. In addition, further tests of observations we made that the new iPad was not recharging when playing a demanding, intense video game, showed that the problem was limited to times when the device was playing a demanding game with the screen fully bright. Our high overall judgment of the new iPad was not affected by the results of either battery of tests. More details soon on these tests.

We also added 10 other tablets to our Ratings, and found several worth recommending. Among them is the 10.1-inch Toshiba Excite 10LE. It’s the lightest 10.1-inch tablet we’ve tested, weighing in at just over a pound. It’s also very thin, measuring just .31 inch.

Beachgoers might be interested in Pantech’s new 8-inch Element, a tablet claimed as waterproof that also has the longest battery life among smaller tablets: It lasted more than 10 hours. Sun worshipers might need to set up their beach umbrellas, however—the Element is not as readable in bright sunlight as some other tablets.

Also recommended is the Sony Tablet P. Shaped somewhat like a large eyeglass case, the Tablet P is a dual-screen device. It’s great for reading e-books in a more traditional, two-page “book” format. The two 5-inch screens also make viewing photos easier by displaying a gallery on the lower screen and the selected photo on the upper. When playing some games, the lower screen also serves as the controller. But in performing other tasks, such as Web browsing, the dual-screen format got in the way.

Samsung’s latest entry in its Galaxy Tab line, the Galaxy Tab 7.7, has the first OLED screen we’ve seen in a tablet. That display provides deep blacks and a wide viewing angle.

The iPad’s display, however, is the best we’ve seen. It has remarkable fidelity, achieving the highest score we’ve ever recorded for color accuracy in a tablet. Colors are more saturated than on the iPad 2, making deeper shades more vibrant. And the new iPad’s screen lacks the slight bluish hue of the iPad 2’s screen, and has a warmer and more natural “color temperature” that becomes apparent when comparing white backgrounds displayed on the new and old iPads.

As a result of the standout performance of the new iPad’s screen, we have recalibrated our standard of excellence for tablet screens. The iPad alone now receives an excellent overall score for display quality. A number of current models, including the iPad 2 (which remains on sale and is a fine performer), that received excellent scores under the past standard will now be adjusted to receive very good scores overall. Likewise, some models that received good scores may also be adjusted downward, and some overall scores have changed slightly.

The new iPad’s display does, in at least some applications, serve to magnify imperfections in content designed for lower screen resolution. For example, some text in e-magazines looks worse on the new device than on the iPad 2, as others, including PC World, have noted. Publishers who offer iPad editions, including Consumer Reports, are still weighing how to balance the advantages of increased visual resolution with drawbacks, including lengthening the already considerable time required to download an e-magazine to the device.

On balance, however, the screen quality of the new iPad is a significant plus, especially given the likelihood that content will increasingly rise in resolution to take advantage of it.

T-commerce works for magazines

 41% are buying magzines on their tablet

T-Commerce has been one of the new buzzwords around devices in recent months, as early returns show that tablet browsers love to shop and buy from retail sites when in this lean-in/lean-back mode. But lest we forget, tablets are themselves media consumption devices with loads of material to buy and use within the confines of the multimedia touchscreen gadget. And Nielsen’s latest research shows how willing we are to spend on content.

According to the Nielsen Mobile Connected Device Report, music is the content that U.S. tablet owners are most willing to buy, with 62% having purchased downloadable tracks for this device. Not far behind are books — which 58% of users have bought — followed by movies (51%).

Magazine publishers that have been scrambling to build digital editions and business models on the tablet are aiming for the right audience. Nielsen finds that 41% of owners have paid for a magazine here. The same number have acquired TV shows. Sports and news content have attracted 22% and 19% to buy, respectively. Interestingly, streaming radio has been bought by more than a quarter of tablet owners.

The U.S. tablet user is, across the board, more willing to pony up cash for content on these devices. Across almost every category, willingness to pay is much higher than among tablet audiences in Italy, the UK and Germany. Most telling, however, is the value placed on premium news content elsewhere. While that category is among the least popular in the U.S. as a paid service, it is the most popular in the other countries. In fact, in Italy 44% of tablet users are paying for news.

As tablet sales proliferate this year, the demographics and buying patterns may evolve as well. In its first two years in the market, the iPad was a premium product that attracted affluent early adopters. With the influx of cheaper tablet entries like the Amazon Kindle Fire and broader adoption of the iPad as its third generation launches tomorrow, that profile will change. IDC estimates that 106 million tablet devices will ship in 2012.   

Magazines 2.0 and the reinvention of marketing

An article this week from TabTimes about Apple’s Newsstand confirms Economist consumer research. Attracting consumers who read news on tablets versus print magazines is not a zero-sum game. As Mike Haney, chief product officer of Mag+, a Bonnier company that helps turn print magazines into apps, explains: “Our clients have seen that there’s almost no overlap between digital subscriptions and print, Pop Sci[Popular Science] has around 60,000 subscribers now–and 97-98% of those are new to the brand. Not only are they not paper subscribers, but many are not even former subscribers.” 

I agree with Haney that this presents an opportunity to improve revenues by attracting entirely new audiences to digital editions whilst lowering the print rate base and saving money on printing and distribution. But that’s only part of the story. The low cost of reproducing digital content makes it possible to reintroduce marketing strategies that have been lost, like sampling. In the old days, The Economist would offer four issues to new customers risk free. This often led to new lifelong print subscribers. With digital, we can offer these types of deals again. And because of the multiplier effect of social media, the chance for more people to hear about the offer is that much greater.

Digital makes the old stuff easy again, and Haney’s research supports this. Conversion rates from Apple Newsstand are 15-40%, and that’s more subscriptions than single-copy sales. That outpaces traditional print conversions by a long shot and signifies healthy growth for traditional print magazines, especially ones with significant brand equity like ours.


Category: Audience, Technology

Glad you liked it. Would you like to share?

Facebook

Twitter

Sharing this page …

Thanks! Close

Add New Comment

  • Post as …
  • Image
Sort by popular nowSort by best ratingSort by newest firstSort by oldest first

Showing 0 comments

More evidence that tablets are bringing new readers to magazines

“Our clients have seen that there’s almost no overlap between digital subscriptions and print. Pop Sci has around 60,000 subscribers now—and 97-98% of those are new to the brand. Not only are they not paper subscribers, but many are not even former subscribers. Full story