The document summarizes findings from a study that analyzed how millennials used iPad news apps. 28 college students were given iPads loaded with various news apps for 4 days and asked to rate the apps on immediacy, non-linear presentation, multimedia, and interactivity. Overall ratings for each category averaged between 3.1 to 3.7 out of 5. While some apps like ESPN ScoreCenter and the New York Times provided dazzling multimedia, most apps were found to be disappointing in terms of immediacy, navigation, and interactivity. The study concluded that the first generation of iPad news apps were not immediate or engaging enough for millennials, who generally prefer websites over apps.

1. Intrigued,
But Not Immersed:
MillennialsAnalyze the iPad’s
Performance as a News Platform
International Symposium on Online Journalism
Austin, Texas – April 1, 2011
Jake Batsell, assistant professor
Southern Methodist University
@jbatsell

2. Methodology
The ground rules
• iPad pilot program
• Two classes
• 4-day checkouts
• Assigned ratings
√ Immediacy
√ Non-linear
presentation
√ Multimedia
√ Interactivity
• Blogged reviews

3. Methodology
Sample overview
• 26 female, 2 male
• 27 in 20s, 1 in 40s
• 27 U.S., 1 Bulgarian
• 3 Hispanic
• 1 Asian-American
• 1 African-American
• Typical participant was
white, female American
millennial college student
Caveats
• Small sample (28)
• Millennials aren’t the news
industry’s target consumer
for iPad apps – yet

4. Findings
Immediacy
• Avg score = 3.1/5
• Surprisingly stale
• “Old news”
• Updated once daily
Standouts
• ESPN ScoreCenter
• Glamour
Laggards
• New York Post
• ABC News
Image credit: American Journalism Review

5. Findings
Non-linear presentation
• Avg score = 3.4/5
• Passing grade
• Good customization
• Awkward navigation
• Limited options
Standouts
• ESPN ScoreCenter
• New York Times
Laggards
• Fox4 News (Dallas)
• Washington Post
Image credit: Sports Illustrated

6. Findings
Multimedia
• Avg score
= 3.7/5
• Occasionally
dazzling
qualities
Standouts
• Time Magazine
• New York Times
• Ebony’s 65th anniv.
• ESPN ScoreCenter
Laggards
• New York Post
• GQ
Image credit: American Journalism Review
• New York Times: “The picture is
unbelievably clear (much better
than that on the iPhone), and the
sound isn’t muffled like it can be on
the iPhone”
• New York Post: “Interactivity and
multimedia content were very
minimal (huge bummer).”

7. Findings
Interactivity
• Avg score
= 3.3/5
• Largely
disappointing
Standouts
• Esquire
• New Yorker
Laggards
• MTV News
• People Magazine
Image credit: American Journalism Review
• Ebony: “I think they should look
into expanding readers’ options
even further, and they might
consider linking to some of their
sources for those readers who
want more.”
• MTV News: “Don’t bother, MTV.
Just stick to your website.”

8. Conclusions
• First wave of iPad
News apps weren’t
immediate or
interactive enough
for this group of
millennials
Image credit: American Journalism Review
• Students said premium
apps aren’t worth the
extra money yet
• Too many news apps
resemble shovelware
• Students generally prefer
websites to apps

9. Closing Thoughts
• Millennials’ iPad news
experience differs from
the GenX & Baby
Boomers in Reynolds
iPad study
• Why important? 50
million millennials age
18-29 forming lifelong
habits
• Future research: 2nd
wave of tablet apps
(Xoom, Galaxy,
Playbook, iPad 2) Image credit: Texas Monthly

10. Thanks!
jbatsell@smu.edu
Twitter: @jbatsell