tablet effect on media consumption
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Presentation on the tablet's effect on media consumption, in specific relation to news publishing by John Oswald from Fjord. www.fjordnet.com twitter: @fjordTRANSCRIPT
The iPad’s effect on media consumption John Oswald Business Design Lead Fjord London @fjord
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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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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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Numbers…
14.8 million sold in first 9 months
48 million worldwide in 2011 (Gartner)
294 million worldwide by 2015 (Gartner)
iPad 69% market share in 2011…
… but 47% market share in 2015
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…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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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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There are signs that advertising is more welcome here
Source: The Nielsen Company
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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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There will be the inevitable catch-up
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But in a nutshell,
I probably don’t need to tell you that this is worth embracing
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Fighting for timesha re All fighting for timeshare
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News on itunes…
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Not all apps are created equal*
*according to a Webcredible survey in April 2011 (www.webcredible.co.uk)
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In a nutshell,
We’re still grappling with the form factor and potential of the iPad
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Making best use of the screen
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Using natural interactions
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Scaling the brand
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Doing more than just displaying the news
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But let’s not get ahead of ourselves,
What’s changing as a result of the iPad phenomenon?
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Casual computing
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Impact of tablets on use of other devices
Source: The Nielsen Company, Q1 Mobile Connected Device Report
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Reasons for using tablets over other devices
Source: The Nielsen Company, Q1 Mobile Connected Device Report
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What people are downloading
Source: The Nielsen Company
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Mobile computing…
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… for the workforce too
Source: AlphaWiseSM CIO Survey, via Morgan Stanley
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People are spending a lot of time using it
Source: RJI – donald w. reynolds journalism institute – DPA iPad research project, 2011
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
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Touch generation…?
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Total shipments over first five years (in other words, people just ‘get it’)
Source: Morgan Stanley Research, Gartner, IDC, company reports, 2011
Millions sold
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Social ease
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That’s all very well,
What are some of the bigger trends for media consumption?
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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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But there’s a bigger trend – personal curation
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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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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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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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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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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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How one media company has approached this - Bonnier
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User research and basic design principles
Real News Live Content Charged Design
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Live Newsroom: ‘read’ mode
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Live Newsroom: ‘act’ mode
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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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So to summarise,
The iPad has arrived at a time of massive media transformation… …and has accelerated it
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Some success criteria (in our opinion)
Five likely foundations for success:
Think Context
Build Engagement
Real user insights
Think Gaming
Business model first
… maximising how to make the most of where your users are and what they’re doing
… enabling interaction on every possible level, and sharing mechanisms
… primary research, behavioural data, willingness to test ideas with real users/customers
… not playing games, but game type interaction to build engagement
… settling on a means of monetisation appropriate to the type of service and the context
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Top things to avoid (if you can..)
Five likely foundations for failure:
Copying print form (slavishly)
Alienating readership through complex interaction modes
Diverging from other platforms
Individual silos
Transfer of commercial model from print/web to iPad
… simply copying the print edition is very limiting and misses lots of tricks
… but complexity can really put people off, unless it’s appropriate
… it has to feel seamless irrespective of platform, building on awareness of context
…real potential for bulk deals as well as cross-brand interaction
… poorly judged advertising can alienate for good
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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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Thank you