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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 thin...
Content•  Some numbers and projections•  What can the form offer?•  What’s really changing?•  What are the underlying tren...
Numbers…14.8                      million sold in first 9 months48                   million worldwide in 2011 (Gartner)29...
…these are interesting too90%                          consumer awareness (Adage, Jan 2011)21%                       18-34...
There are adjacent effects of the iPad’s growthWhich eBook reader do you currently own?                                   ...
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•    Ma...
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 ...
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 20...
Slide 29 © Fjord 2011 | Confidential
Reasons for using tablets over other devicesSource: The Nielsen Company, Q1 Mobile Connected Device ReportSlide 30 © Fjord...
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 ...
Touch generation…?Slide 35 © Fjord 2011 | Confidential
Total shipments over first five years     (in other words, people just ‘get it’)Millionssold     Source: Morgan Stanley Re...
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...
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 conte...
So it’s a short leap of imagination to totallycrowdsourced media                                       Minnesota Public ra...
Because TV is the new Print (or, the Web is thenew TV)•  The live web […] is fast becoming our primary means for viewing a...
Whither the print edition? 30.6%                                   of iPad users surveyed don’t subscribe to print news 10...
Digital First, Print Last (powered by the iPad?)•  Stop listening to print people and put digital people in charge•  Newsp...
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 © Fj...
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...
So to summarise,The iPad has arrived at a time ofmassive media transformation……and has accelerated itSlide 51 © Fjord 2011...
Some success criteria (in our opinion)              Five likely foundations              for success:              Think C...
Top things to avoid (if you can..)                                                    Five likely foundations             ...
What questions does the iPad raise if you’re a mediaorganisation?The iPad’s has really taken off, but is it a passing thin...
Thank youSlide 55 © Fjord 2011 | Confidential
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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: @fjord

Published in: Design, Technology, Business
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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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Transcript of "Tablet effect on media consumption "

  1. 1. The iPad’s effect on media consumptionJohn OswaldBusiness Design LeadFjord London@fjord
  2. 2. 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
  3. 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 ideasSlide 3 © Fjord 2011 | Confidential
  4. 4. 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
  5. 5. …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
  6. 6. There are adjacent effects of the iPad’s growthWhich eBook reader do you currently own? Kindle iPadSource: ChangeWave researchSlide 6 © Fjord 2011 | Confidential
  7. 7. There are signs that advertising is more welcome here Source: The Nielsen Company Slide 7 © Fjord 2011 | Confidential
  8. 8. Slide 8 © Fjord 2011 | Confidential
  9. 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 earnersPinch of salt needed with tales ofadvertising and purchasing Slide 9 © Fjord 2011 | Confidential
  10. 10. There will be the inevitable catch-upSlide 10 © Fjord 2011 | Confidential
  11. 11. Slide 11 © Fjord 2011 | Confidential
  12. 12. Slide 12 © Fjord 2011 | Confidential
  13. 13. But in a nutshell,I probably don’t need to tell youthat this is worth embracingSlide 13 © Fjord 2011 | Confidential
  14. 14. Slide 14 © Fjord 2011 | Confidential
  15. 15. All fighting for timeshare Fighting for timesha re Slide 15 © Fjord 2011 | Confidential
  16. 16. News on itunes…Slide 16 © Fjord 2011 | Confidential
  17. 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. 18. In a nutshell,We’re still grappling with the formfactor and potential of the iPadSlide 18 © Fjord 2011 | Confidential
  19. 19. Slide 19 © Fjord 2011 | Confidential
  20. 20. Slide 20 © Fjord 2011 | Confidential
  21. 21. Making best use of the screenSlide 21 © Fjord 2011 | Confidential
  22. 22. Using natural interactionsSlide 22 © Fjord 2011 | Confidential
  23. 23. Scaling the brandSlide 23 © Fjord 2011 | Confidential
  24. 24. Doing more than just displaying the newsSlide 24 © Fjord 2011 | Confidential
  25. 25. But let’s not get ahead of ourselves,What’s changing as a result of theiPad phenomenon?Slide 25 © Fjord 2011 | Confidential
  26. 26. Slide 26 © Fjord 2011 | Confidential
  27. 27. Casual computingSlide 27 © Fjord 2011 | Confidential
  28. 28. Impact of tablets on use of other devicesSource: The Nielsen Company, Q1 Mobile Connected Device ReportSlide 28 © Fjord 2011 | Confidential
  29. 29. Slide 29 © Fjord 2011 | Confidential
  30. 30. Reasons for using tablets over other devicesSource: The Nielsen Company, Q1 Mobile Connected Device ReportSlide 30 © Fjord 2011 | Confidential
  31. 31. What people are downloadingSource: The Nielsen CompanySlide 31 © Fjord 2011 | Confidential
  32. 32. Mobile computing…Slide 32 © Fjord 2011 | Confidential
  33. 33. … for the workforce tooSource: AlphaWiseSM CIO Survey, via Morgan StanleySlide 33 © Fjord 2011 | Confidential
  34. 34. 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
  35. 35. Touch generation…?Slide 35 © Fjord 2011 | Confidential
  36. 36. 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
  37. 37. Social easeSlide 37 © Fjord 2011 | Confidential
  38. 38. That’s all very well,What are some of the biggertrends for media consumption?Slide 38 © Fjord 2011 | Confidential
  39. 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 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
  40. 40. But there’s a bigger trend – personal curationSlide 40 © Fjord 2011 | Confidential
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 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 dimesSlide 45 © Fjord 2011 | Confidential
  46. 46. How one media company has approached this - Bonnier Slide 46 © Fjord 2011 | Confidential
  47. 47. User research and basic design principles Real News Live Content Charged DesignSlide 47 © Fjord 2011 | Confidential
  48. 48. Live Newsroom: ‘read’ modeSlide 48 © Fjord 2011 | Confidential
  49. 49. Live Newsroom: ‘act’ modeSlide 49 © Fjord 2011 | Confidential
  50. 50. 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
  51. 51. So to summarise,The iPad has arrived at a time ofmassive media transformation……and has accelerated itSlide 51 © Fjord 2011 | Confidential
  52. 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 contextSlide 52 © Fjord 2011 | Confidential
  53. 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. 54. 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
  55. 55. Thank youSlide 55 © Fjord 2011 | Confidential
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