iStrategy AMS 2011 - Mike Burgess, Seven

1,375 views
1,317 views

Published on

iStrategy Amsterdam 2011 : Mike Burgess, Seven - Generation "i" The Disruptive Power of the iPad (Day One - Split Stream Keynote Session)

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,375
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
69
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

iStrategy AMS 2011 - Mike Burgess, Seven

  1. 1. Generation iThe DisruptivePower of the iPad Ideas that work
  2. 2. What is PROJECTProject is a living magazine about big ideas. Its forpeople who want to know about the most excitingadvances in the world today. Its about creativepeople, for creative people.The result?In the month of launch, Project was the#1 selling ipad app, in the world. sources: Apple, UBS
  3. 3. Re-imaginingMagazines
  4. 4. With no print edition...
  5. 5. That hollywood cover...
  6. 6. Re-imagining magazineAdvertising
  7. 7. A new ad offering...
  8. 8. A new ad offering...
  9. 9. Tablet distribution● 11m sold in 2010● 28m sold in 2011● 285m by 2015 (47% iOs) sources: Apple, UBS, Gartner
  10. 10. Who thehell is usingthis damnthing?
  11. 11. 1000iPad ownersin the UK.
  12. 12. What does it tell us? ● Who are they? ● What do they do on their iPad? ● Where do they use it? ● And when? ● What are they doing less of?
  13. 13. What does it tell us? ● Who are they? ● What do they do on their iPad? ● Where do they use it? ● And when? ● What are they doing less of? ● The Angry Birds Index
  14. 14. Who?
  15. 15. 518 to 24 % 1925 to 34 2235 to 44 Age of owners. 1845 to 54 3655+
  16. 16. iPad households.
  17. 17. iPad households.● 54% over 45
  18. 18. iPad households.● 54% over 45● 61% male
  19. 19. iPad households.● 54% over 45● 61% male● 62% are used by more than two people
  20. 20. Gartner Hype Cycle.Expectations 1 Media tablet 4 3 1. Peak of inflated expectations 2. Trough of disillusionment 3. Slope of enlightenment 4. Plateau of productivity 2 Time
  21. 21. iPad owners are not early adopters. 1. I try to get the latest 63% gadgets as soon as they’re available 29% 2. I wait for a gadget to become established 8% before I splash out on it 3. I’m usually one of the last people to buy 1 2 3 new gadgets
  22. 22. Where?
  23. 23. % 98At home 47Travelling for pleasure 27Out of home/o ce 26In the o ce/at work 20Travelling for business(other than commuting 19Whilst commuting Where do you use your iPad? {1}
  24. 24. % 93Living room/Dining roomBedroom 71Kitchen 43 18Bathroom 10Other Where do you use your iPad? {2}
  25. 25. When?
  26. 26. When do you use your ipad?
  27. 27. When do you use your ipad?● 87%+ use their iPad daily
  28. 28. When do you use your ipad?● 87%+ use their iPad daily● 60% spend > 1 hour daily
  29. 29. When do you use your ipad?● 87%+ use their iPad daily● 60% spend > 1 hour daily● iPad usage peaks (at 71%) between 7pm and 9pm
  30. 30. Disruption.
  31. 31. More or less with an iPad? Using a laptop Using a desktop Watching TV Reading print media +4 +3 +7 +15 −17 −17 −39 −35
  32. 32. More or less with an iPad? Reading books Watching movies Listening to music Working +21 +15 +8 +6 −7 −4 −4 −2
  33. 33. More or less with an iPad? Shopping Playing games Emailing +42 +9 +21 −2 −2 −1
  34. 34. What?
  35. 35. What is iPad used for? 17% 29% 53% productivity entertainment
  36. 36. Content.
  37. 37. How many apps do you have?
  38. 38. How many apps do you have?● 26 apps on average UK ipad
  39. 39. How many apps do you have?● 26 apps on average UK ipad● 2 to 1 free vs paid for apps
  40. 40. How many apps do you have?● 26 apps on average UK ipad● 2 to 1 free vs paid for apps● 53% use an app at least once a day
  41. 41. How do you hear about apps?
  42. 42. How do you hear about apps?● Word of mouth - 53%
  43. 43. How do you hear about apps?● Word of mouth - 53%● Featured in app store - 49%
  44. 44. How do you hear about apps?● Word of mouth - 53%● Featured in app store - 49%● Reviews - 32%
  45. 45. How do you hear about apps?● Word of mouth - 53%● Featured in app store - 49%● Reviews - 32%● Social networking - 12%
  46. 46. What drives downloads?Usefulness 60 6 30 %Interesting/compelling contentPrice 8Recommendations from people you knowReviews/recommendations from experts (e.g. blogs, magazines, newspapers, TV etc.) Very important Fairly important
  47. 47. What will people pay for?100 percentage of respondents who have downloaded for free9080 Games70 News paid download total as percentage of free download total60 Social networking Books Entertainment50 Weather Shopping40 Travel Reference Utilities Lifestyle Magazines Music30 Sports Productivity Navigation Education20 Photography Business Health & fitness Finance10 Medical 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  48. 48. iPad magazine consumption.
  49. 49. iPad magazine consumption.● 51% want magazines on iPad
  50. 50. iPad magazine consumption.● 51% want magazines on iPad● 51% prefer content on iPad to print
  51. 51. iPad magazine consumption.● 51% want magazines on iPad● 51% prefer content on iPad to print● Twice as many have downloaded a magazine for free than paid for it
  52. 52. AngryBirdsindex.
  53. 53. Angry Birds index. Index of 1005 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 115 120 125 130 135
  54. 54. TheOpportunity?
  55. 55. Consumers want branded apps. 84% likely to download 55% ● Very likely - 55% ● Fairly likely - 29% ● Not very likely - 8% ● Not at all likely - 4% 29% 12% unlikely to download
  56. 56. For the fulldataset...twitter.com/ipad_publisherseven.co.ukipadpublisher.tumblr.com

×