Even as mobile usage explodes, marketers have to be on every platform, including magazines
A new research report finds that a growing number of physicians are using tablets, with some of these even deploying apps out to their patients.
Three years ago today Apple released the first iPad, and it’s fair to say that Apple’s tablet has had a profound effect on how people, especially in business, now use computers.
Tablets Favored Device At Home
Among early adopters, media tablets have become favored devices for reading newspapers and magazines, along with a range of other daily personal activities. New findings from a Gartner survey of 500 tablet users show top activities shifting from PC to tablet include checking email (81%), reading the news (69%), checking the weather forecast (63%), social networking (62%) and gaming (60%).
The survey, conducted at the end of 2011 in the U.S., U.K, and Australia was run as an online seven-day diary in which participants recorded what they did with their three principal devices (media tablets, mobile phones and PCs), on a daily basis.
With more than half of tablet owners preferring tablets over newspapers for reading news, the results raise more questions about the future of print editions. Tablets were preferred to other kinds of hardware for reading as well. When it came to books, for example, one in three used their media tablets compared to 13% for notebooks, ultrabooks, and other “mobile PCs” and 7% for mobile phones.
Survey participants said they tend to use multiple devices interchangeably, depending on which is most convenient at a particular time or for a specific purpose, rather than substituting one for another. They used their desktop PCs 20% less on weekends.
Tablets played a more dominant role in the home than mobile phones or PCs, with people using them mainly in the living room (87%), bedroom (65%) and kitchen (47%). “Weekday evenings are the most popular time to use media tablets, and this usage flattens out during the weekend as people tend to be away from home,” said Carolina Milanesi, research VP at Gartner.
The mobile phone, however, is the device used most throughout the day because of its portability. Almost eight in 10 people surveyed used their phones in the living room, while outside the home, 65% use them in transit and 65% at work. The widespread use of phones and tablets in the living room underscores the shift to two-screen viewing as the TV now shares attention with other devices.
“The mobile phone is the most personal device in the hands of users, and it enables more private activities,” said Annette Zimmermann, principal research analyst at Gartner. She noted people use their phones eight times a day for tasks requiring a Web connection, compared to twice a day for tablets and three times a day for mobile PCs.
Male and female mobile users both tend to use the Internet more at home than elsewhere. But women go online outside the home much less than men, with gender-specific usage patterns a possible factor.
The survey confirmed people are buying tablets as a smaller, more lightweight option to PCs. 45% said they don’t share their tablets, suggesting the devices are considered almost as personal as mobile phones. Tablets have often been distinguished from phones as being shared, household devices. Much of that may depend on whether they’re used in a family context.
Read more: http://www.mediapost.com/publications/article/178114/tablets-favored-device-at-home.html#ixzz1zm5fXrRE
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.
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.
“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
More evidence that advertising in digital editions of magazines should be seen and valued differently from mobile
The latest research from mobile video ad network Rhythm NewMedia provides further evidence that tablet ads are more inviting than those on mobile phones. In its fourth-quarter report, the company said full-page display ads on tablets had a 21% engagement rate compared to 9.4% for the same ad units on smartphones.
Almost a quarter (24%) of tablet owners and 11% of smartphone owners have clicked an ad they were viewing on their respective devices to learn more about a product or promotion, according to data released last week by Nielsen. Doubling the screen size may not always double the interaction rate, but it seems to help.
Among other findings, the Rhythm report showed that combining video with full-page ads increased engagement on mobile devices from 9.4% to 11.5%. When it comes to in-stream video ads, it also indicated that adding custom buttons for social networks like Facebook or Twitter or specific brands pushed up engagement rates from .97% to 1.21%
Fifteen-second ads continued to have better completion rates than 30-second ads, but only slightly — 89.2% compared to 88.3%. The shorter format still accounts for the vast majority of video ads, although 30-second spots grew slightly in 2011 in connection with people increasingly watching full episodes on mobile devices.
Completion rates for in-stream ads on the two major smartphone platforms — Android and iOS — were also fairly close, with the former at 92% and the Apple operating system at 87%. Rhythm said more than three-quarters (76%) of campaigns on its network include in-stream video ads, which appear as a commercial break for full episodes or as pre-rolls.
The company also noted that ad requests for the network in the fourth quarter tripled from a year ago and that the sell-through rate was strong on premium properties. Rhythm works with publishers including ABC, IAC, Demand Media and Warner Bros. On the advertising side, it has clients such as Chase, McDonald’s, General Motors and AT&T.
Read more: http://www.mediapost.com/publications/article/169145/tablet-ads-have-twice-interaction-rate-of-phones.html#ixzz1ntdsFxNb
BARCELONA—The hope that tablets would provide salvation for magazine and other editorial products appears to be borne out by figures produced on Monday by Adobe, the largest maker of graphic-design software.
Websites have proved to be a less engaging medium for many users, and the hope was that the tablet would give users a rich multi-media experience.
According to Adobe’s figures, which have not been verified, print readers spend 42 minutes reading each issue of a print magazine.
In contrast, says Danny Winokur, Vice President & General Manager, Interactive Development, Adobe Presentation, of titles published on tablets using Adobe Publishing Suite, “Some 56% of users spent between 25 minutes and 2.5 hours reading DPS magazines.
“It puts the time spent at the level that is equal to or in some cases above what we see with print publications.”
“It is much more than titles available as websites,” he said.
Mr. Winokur was not able to give an accurate break down of what percentage of users spent more than 42 minutes using tablet-based magazines.
The results came from a survey of 600 publishers producing around 1,500 tablet publications.
The survey also found 68% of readers were prepared to pay for content, 41% pay for digital-only content, and 27% a bundle of digital and print.
Mr. Winokur said more than 16 million digital publications had been downloaded over the last 12 months.