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The iPad’s effect on media consumption
John Oswald
Business Design Lead
Fjord London
@fjord
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 2 © Fjord 2011 | Confidential
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


Slide 3 © Fjord 2011 | Confidential
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


Slide 4 © Fjord 2011 | Confidential
…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



Slide 5 © Fjord 2011 | Confidential
There are adjacent effects of the iPad’s growth


Which eBook reader do you currently own?




                                              Kindle


                                              iPad




Source: ChangeWave research


Slide 6 © Fjord 2011 | Confidential
There are signs that advertising is more welcome here




 Source: The Nielsen Company


 Slide 7 © Fjord 2011 | Confidential
Slide 8 © Fjord 2011 | Confidential
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

 Slide 9 © Fjord 2011 | Confidential
There will be the inevitable catch-up




Slide 10 © Fjord 2011 | Confidential
Slide 11 © Fjord 2011 | Confidential
Slide 12 © Fjord 2011 | Confidential
But in a nutshell,

I probably don’t need to tell you
that this is worth embracing




Slide 13 © Fjord 2011 | Confidential
Slide 14 © Fjord 2011 | Confidential
All fighting for timeshare
      Fighting for timesha re




  Slide 15 © Fjord 2011 | Confidential
News on itunes…




Slide 16 © Fjord 2011 | Confidential
Not all apps are
                                       created equal*




                                       *according to a
                                       Webcredible survey in
                                       April 2011
                                       (www.webcredible.co.uk)


Slide 17 © Fjord 2011 | Confidential
In a nutshell,

We’re still grappling with the form
factor and potential of the iPad




Slide 18 © Fjord 2011 | Confidential
Slide 19 © Fjord 2011 | Confidential
Slide 20 © Fjord 2011 | Confidential
Making best use of the screen




Slide 21 © Fjord 2011 | Confidential
Using natural interactions




Slide 22 © Fjord 2011 | Confidential
Scaling the brand




Slide 23 © Fjord 2011 | Confidential
Doing more than just displaying the news




Slide 24 © Fjord 2011 | Confidential
But let’s not get ahead of ourselves,

What’s changing as a result of the
iPad phenomenon?




Slide 25 © Fjord 2011 | Confidential
Slide 26 © Fjord 2011 | Confidential
Casual computing




Slide 27 © Fjord 2011 | Confidential
Impact of tablets on use of other devices




Source: The Nielsen Company, Q1 Mobile Connected Device Report


Slide 28 © Fjord 2011 | Confidential
Slide 29 © Fjord 2011 | Confidential
Reasons for using tablets over other devices




Source: The Nielsen Company, Q1 Mobile Connected Device Report


Slide 30 © Fjord 2011 | Confidential
What people are downloading




Source: The Nielsen Company


Slide 31 © Fjord 2011 | Confidential
Mobile computing…




Slide 32 © Fjord 2011 | Confidential
… for the workforce too




Source: AlphaWiseSM CIO Survey, via Morgan Stanley


Slide 33 © Fjord 2011 | Confidential
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


Slide 34 © Fjord 2011 | Confidential
Touch generation…?




Slide 35 © Fjord 2011 | Confidential
Total shipments over first five years
     (in other words, people just ‘get it’)




Millions
sold




     Source: Morgan Stanley Research, Gartner, IDC, company reports, 2011


     Slide 36 © Fjord 2011 | Confidential
Social ease




Slide 37 © Fjord 2011 | Confidential
That’s all very well,

What are some of the bigger
trends for media consumption?




Slide 38 © Fjord 2011 | Confidential
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


 Slide 39 © Fjord 2011 | Confidential
But there’s a bigger trend – personal curation




Slide 40 © Fjord 2011 | Confidential
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)




Slide 41 © Fjord 2011 | Confidential
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




Slide 42 © Fjord 2011 | Confidential
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



Slide 43 © Fjord 2011 | Confidential
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


 Slide 44 © Fjord 2011 | Confidential
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


Slide 45 © Fjord 2011 | Confidential
How one media company has approached this - Bonnier




  Slide 46 © Fjord 2011 | Confidential
User research and basic design principles




    Real News                          Live Content   Charged Design



Slide 47 © Fjord 2011 | Confidential
Live Newsroom: ‘read’ mode




Slide 48 © Fjord 2011 | Confidential
Live Newsroom: ‘act’ mode




Slide 49 © Fjord 2011 | Confidential
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.




Slide 50 © Fjord 2011 | Confidential
So to summarise,

The iPad has arrived at a time of
massive media transformation…

…and has accelerated it



Slide 51 © Fjord 2011 | Confidential
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



Slide 52 © Fjord 2011 | Confidential
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
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
Thank you




Slide 55 © Fjord 2011 | Confidential

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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? Slide 2 © Fjord 2011 | Confidential
  • 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 Slide 3 © Fjord 2011 | Confidential
  • 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 Slide 4 © Fjord 2011 | Confidential
  • 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 Slide 5 © Fjord 2011 | Confidential
  • 6. There are adjacent effects of the iPad’s growth Which eBook reader do you currently own? Kindle iPad Source: ChangeWave research Slide 6 © Fjord 2011 | Confidential
  • 7. There are signs that advertising is more welcome here Source: The Nielsen Company Slide 7 © Fjord 2011 | Confidential
  • 8. Slide 8 © Fjord 2011 | Confidential
  • 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 Slide 9 © Fjord 2011 | Confidential
  • 10. There will be the inevitable catch-up Slide 10 © Fjord 2011 | Confidential
  • 11. Slide 11 © Fjord 2011 | Confidential
  • 12. Slide 12 © Fjord 2011 | Confidential
  • 13. But in a nutshell, I probably don’t need to tell you that this is worth embracing Slide 13 © Fjord 2011 | Confidential
  • 14. Slide 14 © Fjord 2011 | Confidential
  • 15. All fighting for timeshare Fighting for timesha re Slide 15 © Fjord 2011 | Confidential
  • 16. News on itunes… Slide 16 © Fjord 2011 | Confidential
  • 17. Not all apps are created equal* *according to a Webcredible survey in April 2011 (www.webcredible.co.uk) Slide 17 © Fjord 2011 | Confidential
  • 18. In a nutshell, We’re still grappling with the form factor and potential of the iPad Slide 18 © Fjord 2011 | Confidential
  • 19. Slide 19 © Fjord 2011 | Confidential
  • 20. Slide 20 © Fjord 2011 | Confidential
  • 21. Making best use of the screen Slide 21 © Fjord 2011 | Confidential
  • 22. Using natural interactions Slide 22 © Fjord 2011 | Confidential
  • 23. Scaling the brand Slide 23 © Fjord 2011 | Confidential
  • 24. Doing more than just displaying the news Slide 24 © Fjord 2011 | Confidential
  • 25. But let’s not get ahead of ourselves, What’s changing as a result of the iPad phenomenon? Slide 25 © Fjord 2011 | Confidential
  • 26. Slide 26 © Fjord 2011 | Confidential
  • 27. Casual computing Slide 27 © Fjord 2011 | Confidential
  • 28. Impact of tablets on use of other devices Source: The Nielsen Company, Q1 Mobile Connected Device Report Slide 28 © Fjord 2011 | Confidential
  • 29. Slide 29 © Fjord 2011 | Confidential
  • 30. Reasons for using tablets over other devices Source: The Nielsen Company, Q1 Mobile Connected Device Report Slide 30 © Fjord 2011 | Confidential
  • 31. What people are downloading Source: The Nielsen Company Slide 31 © Fjord 2011 | Confidential
  • 32. Mobile computing… Slide 32 © Fjord 2011 | Confidential
  • 33. … for the workforce too Source: AlphaWiseSM CIO Survey, via Morgan Stanley Slide 33 © Fjord 2011 | Confidential
  • 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 Slide 34 © Fjord 2011 | Confidential
  • 35. Touch generation…? Slide 35 © Fjord 2011 | Confidential
  • 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 Slide 36 © Fjord 2011 | Confidential
  • 37. Social ease Slide 37 © Fjord 2011 | Confidential
  • 38. That’s all very well, What are some of the bigger trends for media consumption? Slide 38 © Fjord 2011 | Confidential
  • 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 Slide 39 © Fjord 2011 | Confidential
  • 40. But there’s a bigger trend – personal curation Slide 40 © Fjord 2011 | Confidential
  • 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) Slide 41 © Fjord 2011 | Confidential
  • 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 Slide 42 © Fjord 2011 | Confidential
  • 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 Slide 43 © Fjord 2011 | Confidential
  • 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 Slide 44 © Fjord 2011 | Confidential
  • 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 Slide 45 © Fjord 2011 | Confidential
  • 46. How one media company has approached this - Bonnier Slide 46 © Fjord 2011 | Confidential
  • 47. User research and basic design principles Real News Live Content Charged Design Slide 47 © Fjord 2011 | Confidential
  • 48. Live Newsroom: ‘read’ mode Slide 48 © Fjord 2011 | Confidential
  • 49. Live Newsroom: ‘act’ mode Slide 49 © Fjord 2011 | Confidential
  • 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. Slide 50 © Fjord 2011 | Confidential
  • 51. So to summarise, The iPad has arrived at a time of massive media transformation… …and has accelerated it Slide 51 © Fjord 2011 | Confidential
  • 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 Slide 52 © Fjord 2011 | Confidential
  • 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
  • 55. Thank you Slide 55 © Fjord 2011 | Confidential