Tablet vs e-Reader Owners

Now that the iPad has revolutionized the world of portable devices, what about the Kindle and Nook owners? What are tablet vs e-reader users doing on their digital device? A review of the evidence from several GfK MRI studies (US !), shared by Kathi Love, President and CEO of GfK MRI, on the last FIPP Research Forum.

A meteoric growth of portable digital devices 

Tablet and e-reader Ownership has increased like never seen before with 7.1 million iPads and some 11.7 million e-readers in circulation (January - April '11). e-Reader users tend to be more female. Tablet ownership is more gender-balanced. "Users of tablets are younger than e-reader users, whose age profile has grown old since they were released". Both kind of users are highly educated in comparison with the average US-population.

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News Addicted vs Bookworm?

Book reading seems still more common than periodical reading. Both kind of owners have read a book on their device during the last 6 month. But tablet owners are more likely to read magazines (38%)  and newspapers (37%) than e-reader users (magazines: 18% ; newspapers: 12%).

Most digital devices are used daily. Compared to e-reader owners, tablet owners use their device slightly more on average weekdays than weekend days. 47% of tablet users share their device with (an) other family member(s). e-reader owners tend to be more the sole user of their device (69%).

Tablets make the difference when it comes to 'online' activities such as reading or sending an e-mail, social networking, play games,... e-readers seem to be dedicated to... reading books. Some 62% of tablet owners say they have 10 or more apps on their device but a limited amount is regularly used.

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Of course, tablet owners prefer free apps. And yet, approximately 66% of the apps downloaded were free (last 30 days before analysis). Problem, knowing that 66% of the apps available in the Apple AppStore are not for free.

Are Digital Readers Confused?

Digital is convenient but tablet readers are still in love with printed magazine copies, praising the format and the ability to rip out any articles or ad that they find interesting. Kathi Love admitted that there is still some confusion over whether users prefer the digital version to the print one. Understandable, knowing that 65% of tablet readers say it's more satisfying to read a magazine in the traditional way while 67% declare that if available, they would prefer the electronic version.

When it comes to digital reading, 72% of tablet users want all magazines to be formatted in the same way. Nearly the same amount would like to be able to buy items by clicking on the magazine ad. In short: the benefits seem to be a richer experience with digital and a more tactile one with print - read on the FIPP website where you can find other informations about this review.

Source: GfK MRI iPanel, GfK MRI Survey of the American Consumer, GfK MRI Starch Digital 

Asking the iPad User

During spring 2011, Publisher Axel Springer AG and market research agency Interrogare GmbH launched an iPad Panel dedicated to collect answers on editorial and advertising questions. Participants were (still are) recruited from the digital portfolio of Axel Springer. (More methodological information here)

Panelists must download a panel app to take part in (different) surveys. The 1.000 active respondents are regularly informed by the panel app via push-notification. One year after the launch, Anja Manouchehri, Market Research Specialist @ Axel Springer, has summarized the main benefits of a dedicated Panel App at the last FIPP Research Forum:

- survey on the iPad without media discontinuity for the panelists
- helps to establish an other kind of connection with the panelists
- leads to high response-rates (approx. 60-80%)
- 80% of the interviews are conducted within the first 3 days of field time

Impressive! But what about the survey results?

One out of two respondents carry their iPad (almost) everywhere. The tablet is  indispensable for 78% of the interviewees. 52% claimed that since they have the iPad, the overall consumption of printed media brands (as an app or printed) is higher than before. Even more interesting: 68% have read some newspapers or magazines - within an app - that they have never read before.

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The tablet is also used while watching TV: 52% of the panelists often use their device during TV-advertising and 41% during TV-programs. Tablet users pay more attention to their gadget - even while watching a TV-program. A threat for TV-producers? Definitely, they have to transform this into an opportunity:

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What's next? The Publisher has long-lasting plans with the iPad-Panel Media Impact:

- interviews will be enriched with technical measurements in apps
- the panel will be extended to Android users
- additional methods will be tested

It was interesting to have European research to 'confirm' findings from the US, for once. More findings and information {pdf}

Our iPad Not Mine

From early July to the beginning of August 2011, Sanoma Media conducted an iPad survey in 6 European countries in which it is active and distributes apps: the Netherlands, Finland, Russia, Hungary, Belgium and Germany. Via banners in various Sanoma apps, a total of 3,673 respondents were asked about their use and experience of working with this famous tablet.

Not a personal toy
The iPad has become the primary device at home and the preferred tool to access the internet. But it's by no means a personal computer: 67% of the iPads are actively used by other persons. This is usually the partner and, in over a third of cases, the children.

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She plays, he surfs
Traditional surfing behavior still rules, even with an iPad. It is used mainly for reading the news, surfing and browsing, searching and e-mailing. A second category includes social networking/blogging, playing games, reading magazines, watching TV and videos and looking at photos. Women play more games than men. Shopping, comparing and internet banking are less frequent activities.

On the couch, in bed and at the breakfast table
The iPad is a companion for the evenings in the living room (83%) and for reading the news in the morning (70%) at the breakfast table. But it's also ideal for a last 'social media' check in bed before going to sleep (67%).

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More info and another nice infographic with socio-demographics available here . Some specific information on Belgium coming soon.

5 Must-Read about Magazines

I like to think that my blog is a kind of logbook where I can post my thoughts on things I have read. An open archive. This week I've read a lot of interesting stuff about magazines - printed and digital - and I thought it would be a nice idea to make a selection. I can't promise this post is the start of a serie. It will depend on what I've spotted online. This week: a healthy mix of research and creativity.

Print is NOT dead - Marketing Mag
Recent proof that magazines can optimise advertising effects. Or when neuroscience proves that placing an ad in a magazine not only helps consumers gain brand retention, but also adds positive brand salience for your brand.

Digital Subscriptions Will Lift Magazines But Not Newspapers - Jeff Bercovici's blog on Forbes.com
Over the next five years, both magazines and newspapers will enjoy large gains in paid digital circulation, PwC forecasts. But the revenue generated will grow far faster for magazines than it will for newspapers.

25 Creative Use of Magazines - Magazinespunt.nl on SlideShare
Magazinespunt.nl has made several ppt with examples of creative advertising in magazines. Each presentation focuses on another sense. This one contains treats for the eyes (Sight is the sense in the picture in this chapter). Enjoy!

Apple iPad usage habits {INFOGRAPHIC} - The Telegraph
In May 2011, app specialist imano conducted a survey among 2008 iPad users in the UK. The findings were highlighted in an infographic. Some 69% use their device to read newspapers and/or magazines. Learn more about their usage and behavior.

Shieldtox: Natural Protection - CreativeCriminals

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An insecticide is not a very sexy product to advertise. But creativity is the most important key. Euro RSCG Bangkok has done a great job for Shieldtox, a natural insecticide. The central idea: natural predators. Spotted by the CreativeCriminals, 3 guys of the advertising world that present each day a selection of the most creative ads from around the globe. Click on link for another campaign visual.

Uitgevers verdienen nog niks op iPad maar...

Goedele op iPad is een geweldige tool voor de redactie om 'out of the box' te denken en te experimenteren met de mogelijkheden die tablets met zich mee brengen.

Waarom op iPad? Omdat deze tablet voorlopig nog koploper is wat gebruikers betreft en aankoopintenties. En het is over deze markt dat ik het wil hebben. Niet zozeer over de verkoopcijfers van de Goedele edities op iPad die aangehaald worden in het artikel van de krant De Morgen.( Editie van vandaag, 05 mei - geen link naar het artikel want niet gevonden op de site). Context is ook belangrijk. En wat het artikel niet aanhaalt is net de adoptie van de tablet computers door de Belgen.

Volgens een recent onderzoek van de Online Publishers Assocation (OPA) zijn 6% van de Belgische surfers uitgerust met een tablet. Een studie uit eigen bodem, de Chocolate Barometer van Aegis Media, wijst op een penetratiegraad van 3% in de Belgische huishoudens. Men kan dus moeilijk spreken over een mass market product. Toegegeven: met zo'n lage penetratiegraad in ons land geloof ik nooit dat één enkele Belgische uitgever nu al winst maakt met de verkoop van iPadedities van Belgische printmerken. Daarbij speelt op onze markt ook nog de taalverdeling: volgens de OPA is de typische tabletuser eerder Franstalig.

Toch kunnen we vermoeden dat tablets binnenkort hun status van nicheproduct gaan verliezen: zowat 30% van de Belgische surfers geeft aan een tablet te willen aanschaffen in de komende maanden. Een mooie vooruitzicht voor uitgevers die al vertrouwd zijn met het medium.

Met Goedele op iPad wilt de redactie meer dan een doodgewone bladerformule/surfformule - met of zonder zoommogelijkheden- bieden aan zijn lezers. Goedele op iPad moet entertainen, verrassen, overvallen,...  Een maandelijkse challenge die deze straffe madam, samen met een sterk én beperkt team, weet te realiseren sinds een klein aantal maanden. Een première op de markt van de Belgische maandbladen, een voorbeeld voor alle printuitgevers. En hopelijk, een succesvolle zet in een nabije toekomst.

Qwiki launches app

Qwiki, in my eyes the future of encyclopedias, launches its iPad app today! With some 3,000,000 topics summarized your kids will have a lot of information available for their next school assignment ;-)

Happy 1st Birthday iPad!

Love the comment of the Qwiki editorial team about the 1st birthday of the iPad and the release of the iPad2:

The iPad turns 1 year old today and already an iPad 2 has been released. Only Steve Jobs can get hoards of consumers to spend hundreds dollars more on a second iPad by simply stating: guys - it's thinner.

Definitely, there is some truth to it. What about me? I received one (the iPad 1) as a birthday present. And no, I'm not planning to get the thinner version. I'm very happy with mine. It's thin enough to take notes at seminars and to do a lot of other stuff like playing with Angry Birds in my couch :-)

View IPad and over 3,000,000 other topics on Qwiki.

Sanoma app about Annual Report

I'm one of the 20.000 employees of the media group and I was consulting my twitter account when reading the news: my company publishes its Annual Report with a brand new app for iPad. I'm curious about the volume of downloads. 

But I know what to do tonight ;-)