More Related Content Similar to Tablet effect on media consumption (20) Tablet effect on media consumption 1. The iPad’s effect on media consumption
John Oswald
Business Design Lead
Fjord London
@fjord
2. What questions does the iPad raise if you’re a media
organisation?
The iPad’s has really taken off, but is it a passing thing?
What’s it doing to the overall print / web debate?
What are the demographic trends?
What are the device trends?
How best to act and filter some kind of signal from the noise?
Where best to invest?
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3. Content
• Some numbers and projections
• What can the form offer?
• What’s really changing?
• What are the underlying trends for media consumption?
• Thinking context?
• Some pointers and ideas
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4. Numbers…
14.8 million sold in first 9 months
48 million worldwide in 2011 (Gartner)
294 million worldwide by 2015 (Gartner)
iPad69% market share in 2011…
… but 47% market share in 2015
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5. …these are interesting too
90% consumer awareness (Adage, Jan 2011)
21% 18-34 year olds intend to buy one (same survey)
Erosion of PC / Netbook growth Gartner’s
growth projections reduced from 16% to 10.5%, on sales of 387 million
worldwide
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6. There are adjacent effects of the iPad’s growth
Which eBook reader do you currently own?
Kindle
iPad
Source: ChangeWave research
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7. There are signs that advertising is more welcome here
Source: The Nielsen Company
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9. A note of caution
• So far, slightly niche device – mainly male
• Education levels are higher among iPad owners
• Many are early adopters
• More than half are high earners
Pinch of salt needed with tales of
advertising and purchasing
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10. There will be the inevitable catch-up
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13. But in a nutshell,
I probably don’t need to tell you
that this is worth embracing
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15. All fighting for timeshare
Fighting for timesha re
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17. Not all apps are
created equal*
*according to a
Webcredible survey in
April 2011
(www.webcredible.co.uk)
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18. In a nutshell,
We’re still grappling with the form
factor and potential of the iPad
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24. Doing more than just displaying the news
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25. But let’s not get ahead of ourselves,
What’s changing as a result of the
iPad phenomenon?
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28. Impact of tablets on use of other devices
Source: The Nielsen Company, Q1 Mobile Connected Device Report
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30. Reasons for using tablets over other devices
Source: The Nielsen Company, Q1 Mobile Connected Device Report
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31. What people are downloading
Source: The Nielsen Company
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33. … for the workforce too
Source: AlphaWiseSM CIO Survey, via Morgan Stanley
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34. People are spending a lot of time using it
63% of people spend more than an hour in a typical day with
their iPad. 28% more than two hours a day
89% use their iPad throughout the week
Source: RJI – donald w. reynolds journalism institute – DPA iPad research project, 2011
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36. Total shipments over first five years
(in other words, people just ‘get it’)
Millions
sold
Source: Morgan Stanley Research, Gartner, IDC, company reports, 2011
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38. That’s all very well,
What are some of the bigger
trends for media consumption?
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39. Keeping up with news / current events is (still?)
the most popular main use
78.6% of iPad users surveyed spent 30 minutes a day
(That’s compared to 52.5% on TV, 18.8% on daily newspapers)
48.9% spend an hour a day consuming news
9 out of 10 said they are very likely (71.8%) or somewhat likely
(21.2%) to use a newspaper’s app for reading news and features stories
as opposed to a browser
Source: RJI – donald w. reynolds journalism institute – DPA iPad research project, 2011
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40. But there’s a bigger trend – personal curation
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41. And this doesn’t even account for sharing
The average Facebook user creates 90 pieces of content a month
30bn pieces of content are shared each month (e.g. news
stories, links, photos)
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42. So it’s a short leap of imagination to totally
crowdsourced media
Minnesota Public radio’s roster of ‘journalists’ with
specialist knowledge – its Public Insight Network
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43. Because TV is the new Print (or, the Web is the
new TV)
• The live web […] is fast becoming our primary means for viewing and
listening to news
• The web is the new TV and radio, because it has subsumed both
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44. Whither the print edition?
30.6% of iPad users surveyed don’t subscribe to print news
10.6% have already cancelled their print subscriptions
58% said they were likely to cancel their print subscriptions in the
next year
Source: RJI – donald w. reynolds journalism institute – DPA iPad research project, 2011
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45. Digital First, Print Last (powered by the iPad?)
• Stop listening to print people and put digital people in charge
• Newspapers must invest in content, sales and disruption – sell or
outsource everything else
• Complaint: newspaper dollars become digital dimes. Response: start
stacking the dimes
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46. How one media company has approached this - Bonnier
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47. User research and basic design principles
Real News Live Content Charged Design
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50. How has it been received?
Launched for all the major brands in Sweden
The concept has reached 50% of the iPad user
base
15% of customers have become paying
subscribers.
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51. So to summarise,
The iPad has arrived at a time of
massive media transformation…
…and has accelerated it
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52. Some success criteria (in our opinion)
Five likely foundations
for success:
Think Context … maximising how to make the most of where your
users are and what they’re doing
Build Engagement … enabling interaction on every possible level, and
sharing mechanisms
Real user insights … primary research, behavioural data, willingness to
test ideas with real users/customers
Think Gaming … not playing games, but game type interaction to
build engagement
Business model first … settling on a means of monetisation appropriate
to the type of service and the context
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53. Top things to avoid (if you can..)
Five likely foundations
for failure:
… simply copying the print edition is very Copying print form (slavishly)
limiting and misses lots of tricks
… but complexity can really put people off, Alienating readership through
unless it’s appropriate complex interaction modes
… it has to feel seamless irrespective of Diverging from other platforms
platform, building on awareness of context
…real potential for bulk deals as well as cross- Individual silos
brand interaction
… poorly judged advertising can alienate for Transfer of commercial model
good from print/web to iPad
Slide 53 © Fjord 2011 | Confidential
54. What questions does the iPad raise if you’re a media
organisation?
The iPad’s has really taken off, but is it a passing thing?
What’s it doing to the overall print / web debate?
What are the demographic trends?
What are the device trends?
How best to act and filter some kind of signal from the noise?
Where best to invest?
Slide 54 © Fjord 2011 | Confidential