- Tablet Deep Dive II [PDF-link]:
This is a 125-page presentation deck from VivaKi. Some interesting outtakes from it:
- iOS accounts for 54% of US data traffic. The iPad beats the iPhone as the single biggest mobile device for web traffic with 29% (iPhone 25%, Android total – both smartphones and tablets – 31%)
- HP was the top non-Apple tablet brand in 2011, with a 17% share
- Consumers would most like to own the iPad, and they think it has the best features and the best apps. However, they buy Amazon Kindle Fire because of “lowest price” and “best value for the price” – this is an argument for why Apple should make a cheaper 7” tablet.
- The top 10 apps downloaded on iPad and Android were (free) games and utilities.
- 34 million Americans (15% of internet users) have a tablet device
- The profile for tablet owners is starting to flatten, the skew to males and 25-44s is less pronounced.
- Tablets are one-person devices, most likely not shared with someone else
- Tablets are mobile within the home – users take them on vacations and work trips, but they rarely leave the house otherwise.
- 40% of tablet owners (13,6 million Americans) say they read printed/paper magazines less often as a result of owning a tablet …
- … but, 31% of millennials and 24% of gen Xers bought a printed copy of a magazine or newspaper as a result of using the associated app.
- Consumers tolerate ads, and are likely to embrace ads that make sense – integrating the ad seamlessly into the experience is one key to reaching consumers.
- Publishers have to get digital or die – The Irish Times
The digital disruption is fast. So fast that Josh Macht of Harvard Business Review thinks that the publishers who don’t start on a digital model will be gone within 10 years. I think he’s right, the speed of disruption will only get faster from now on. Trying out different digital models is not a cost – it’s a R&D investment in your continued existence. ↬–
- iOS reasserts tablet dominance | TG Daily
This analyst believes that it was a temporary dip when Apple’s share of the tablet market in 2011 was 55,1%. In 2012, Apple’s share will go up to 61%, with Android (including Kindle Fire, which I would consider a separate tablet than other Androids) landing on 31,8%. That only leaves 0,2% for other tablets, including the coming Windows 8 tablet. Obviously, the analysts don’t believe too much in Windows as a tablet platform – at least not initially. ↬–
- BJP’s iPad success: InPublishing
Here are some stats about British Journal of Photography, the weekly publication local for the UK that turned into a glossy magazine. When they published their iPad edition, they reached a global crowd, seeing some 150,000 downloads since September 2011 – and as a bonus, advertising yields are 50% higher than the print edition.–
- Testing, Testing, Testing… Magazine Covers for Every Taste, Gender, Color… « Mr. Magazine
An interesting look on how print magazines are working with different covers for subscriber and newsstand editions of the same issue. Today, there’s no way of doing this in Apple’s Appstore or Amazon App Store – but it would be interesting to see if it works as well on tablets as it obviously does in print.–
- Hearst hails the age of the tablet, says readers are willing to pay more for tablet editions | TabTimes
This is interesting overall, but there are two things that struck me:1. Hearst sells 600,000 tablet magazines per month. That’s quite a number. They sell them through Apple’s Appstore, Nook, Zinio and Amazon Appstore. Can you see what’s missing? Google Play. It’s unclear whether Hearst has tried selling through Google Play and given up, or whether they felt there was no use in trying as Android users are highly unlikely to pay for packaged curated content like magazines.2. The quote from Duncan Edwards, CEO of Hearst Magazines International:
Despite some clamour for new tablet versions in the industry, Edwards stressed that most readers actually prefer their tablet editions to be ripped straight from print, and admitted that this was an easier process than having to redesign the entire magazine.
Our experience is that magazines designed specifically for tablets perform better than print replicas. And Hearst has some really nicely designed tablet specific titles, like Esquire. The quote might have to do with the target group, and with the maturity of tablet consumers. In essence, “print replicas” are for tablets what business card sites (static sites with the same information as a business card: business name, address, phone number) are to the web: a way for companies to get out there and start learning how to use this new tool.