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Tablet effect on media consumption
 

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.

Presentation on the tablet's effect on media consumption, in specific relation to news publishing by John Oswald from Fjord.
www.fjordnet.com
twitter: @fjord

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  • Thanks for these comments - it is a wee bit out of date now (originally for a presentation a few months ago), and arguably there's the beginnings of a trend among the really early adopters of tablets that they haven't quite 'stuck'. In other words, post the immediate hype and excitement, they haven't quite become as embedded in day to day life as people were expecting them to....
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  • The iPad has arrived at a time of massive media transformation...
    ...and has accelerated it

    I do agree with that.
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  • Thanks for covering this topic, I enjoyed it.
    20/20 or Dateline just aired a report about iPod's applications and children with autism. Nonetheless thanks for covering this interesting topic.
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    Tablet effect on media consumption Tablet effect on media consumption Presentation Transcript

    • The iPad’s effect on media consumptionJohn OswaldBusiness Design LeadFjord London@fjord
    • What questions does the iPad raise if you’re a mediaorganisation?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 ideasSlide 3 © Fjord 2011 | Confidential
    • Numbers…14.8 million sold in first 9 months48 million worldwide in 2011 (Gartner)294 million worldwide by 2015 (Gartner) iPad69% market share in 2011… … but 47% market share in 2015Slide 4 © Fjord 2011 | Confidential
    • …these are interesting too90% consumer awareness (Adage, Jan 2011)21% 18-34 year olds intend to buy one (same survey)Erosion of PC / Netbook growth Gartner’sgrowth projections reduced from 16% to 10.5%, on sales of 387 millionworldwideSlide 5 © Fjord 2011 | Confidential
    • There are adjacent effects of the iPad’s growthWhich eBook reader do you currently own? Kindle iPadSource: ChangeWave researchSlide 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 earnersPinch of salt needed with tales ofadvertising and purchasing Slide 9 © Fjord 2011 | Confidential
    • There will be the inevitable catch-upSlide 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 youthat this is worth embracingSlide 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 formfactor and potential of the iPadSlide 18 © Fjord 2011 | Confidential
    • Slide 19 © Fjord 2011 | Confidential
    • Slide 20 © Fjord 2011 | Confidential
    • Making best use of the screenSlide 21 © Fjord 2011 | Confidential
    • Using natural interactionsSlide 22 © Fjord 2011 | Confidential
    • Scaling the brandSlide 23 © Fjord 2011 | Confidential
    • Doing more than just displaying the newsSlide 24 © Fjord 2011 | Confidential
    • But let’s not get ahead of ourselves,What’s changing as a result of theiPad phenomenon?Slide 25 © Fjord 2011 | Confidential
    • Slide 26 © Fjord 2011 | Confidential
    • Casual computingSlide 27 © Fjord 2011 | Confidential
    • Impact of tablets on use of other devicesSource: The Nielsen Company, Q1 Mobile Connected Device ReportSlide 28 © Fjord 2011 | Confidential
    • Slide 29 © Fjord 2011 | Confidential
    • Reasons for using tablets over other devicesSource: The Nielsen Company, Q1 Mobile Connected Device ReportSlide 30 © Fjord 2011 | Confidential
    • What people are downloadingSource: The Nielsen CompanySlide 31 © Fjord 2011 | Confidential
    • Mobile computing…Slide 32 © Fjord 2011 | Confidential
    • … for the workforce tooSource: AlphaWiseSM CIO Survey, via Morgan StanleySlide 33 © Fjord 2011 | Confidential
    • People are spending a lot of time using it63% of people spend more than an hour in a typical day withtheir iPad. 28% more than two hours a day89% use their iPad throughout the weekSource: RJI – donald w. reynolds journalism institute – DPA iPad research project, 2011Slide 34 © Fjord 2011 | Confidential
    • Touch generation…?Slide 35 © Fjord 2011 | Confidential
    • Total shipments over first five years (in other words, people just ‘get it’)Millionssold Source: Morgan Stanley Research, Gartner, IDC, company reports, 2011 Slide 36 © Fjord 2011 | Confidential
    • Social easeSlide 37 © Fjord 2011 | Confidential
    • That’s all very well,What are some of the biggertrends 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 news9 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 storiesas 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 curationSlide 40 © Fjord 2011 | Confidential
    • And this doesn’t even account for sharingThe average Facebook user creates 90 pieces of content a month30bn pieces of content are shared each month (e.g. newsstories, links, photos)Slide 41 © Fjord 2011 | Confidential
    • So it’s a short leap of imagination to totallycrowdsourced media Minnesota Public radio’s roster of ‘journalists’ with specialist knowledge – its Public Insight NetworkSlide 42 © Fjord 2011 | Confidential
    • Because TV is the new Print (or, the Web is thenew 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 bothSlide 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 subscriptions58% said they were likely to cancel their print subscriptions in thenext 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 dimesSlide 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 DesignSlide 47 © Fjord 2011 | Confidential
    • Live Newsroom: ‘read’ modeSlide 48 © Fjord 2011 | Confidential
    • Live Newsroom: ‘act’ modeSlide 49 © Fjord 2011 | Confidential
    • How has it been received?Launched for all the major brands in SwedenThe concept has reached 50% of the iPad userbase15% of customers have become payingsubscribers.Slide 50 © Fjord 2011 | Confidential
    • So to summarise,The iPad has arrived at a time ofmassive media transformation……and has accelerated itSlide 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 contextSlide 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 mediaorganisation?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 youSlide 55 © Fjord 2011 | Confidential