Speciale-præsentation: iPad'en som platform for nyhedsmedier
by Rasmus Gylling, Digital Brand Manager at Uniq Partner on Jun 14, 2012
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Præsentation af mit speciale "iPad'en som platform for nyhedsmedier ...
Præsentation af mit speciale "iPad'en som platform for nyhedsmedier
‐ en kvalitativ undersøgelse af brugernes vaner og præferencer".
Specialet blev afleveret 7. maj 2012 og præsenteret for virksomheden Visiolink 30. maj.
Specialet kan donwloades på rasm.us/gylling
Abstract: Based on qualitative interviews with four different iPad users in the summer of 2011 and again half a year later, the thesis seeks to find the characteristics of valued news media products on the iPad platform. It does so by looking at the users’ habits, media relations and context of iPad use and by looking into the content and interface of iPad news services that they find valuable plus their perceived value of news content specialized for the iPad. Furthermore it compares the users’ answers from the first interview to those of the second in order to find changes of habits and find long-term values.
As a recurring example of a news media app for the iPad, the thesis uses a new app from Berlingske Media claimed by its editor in chief to be the only serious challenger to the printed newspaper. After the second interview about their habits and preferences the users has been introduced to the Berlingske app and asked to comment on it and tell how they find the value of it with respect to the their earlier statements about value creation in news apps.
The thesis concludes that none of the users find the Berlingske app good enough to be willing to pay for it and that they find its price very high in proportion to what they get, since the app lacks many features they find important and seems more half-‐baked than it seems like a serious competitor to the printed paper.
For the news media industry the good news is that three of the four users say they are willing to pay for news content on the iPad if the content and the consumption conditions are good enough. The bad news is that only one of them has actually bought a news product for the iPad. His reason for buying this app is the journalistic quality of the content and the easiness of navigating through the categories of news of his interest.
These qualities are important to the other users as well and so is the news overview, the easiness of navigating the app, the ability to share and save articles, the addition of interactive elements where it makes sense, the ability to find articles from ones specific interest and, perhaps most importantly, the feel of getting something unique, one would not be able to find for free elsewhere.
The thesis finds that websites made for the pc are widely used on the iPad and that news websites provides an easy way of getting an overview of current news, which seems to be a thing that the iPad is often used for. The iPad is, however, also used for longer reading of articles, typically in the couch, but the iPad is by some seen more as a quick computer for looking up stuff than as a platform for longer reading, although the users gets happier with readi
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