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

1. Generation i
The Disruptive
Power of the iPad
Ideas that work

2. What is PROJECT
Project is a living magazine about big ideas. It's for
people who want to know about the most exciting
advances in the world today. It's about creative
people, for creative people.
The result?
In the month of launch, Project was the
#1 selling ipad app, in the world.
sources: Apple, UBS

3. Re-imagining
Magazines

4. With no print edition...

5. That hollywood cover...

6. Re-imagining
magazine
Advertising

7. A new ad offering...

8. A new ad offering...

10. Tablet distribution
● 11m sold in 2010
● 28m sold in 2011
● 285m by 2015 (47% iOs)
sources: Apple, UBS, Gartner

11. Who the
hell is using
this damn
thing?

12. 1000
iPad owners
in the UK.

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?

14. 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

15. Who?

16. 5
18 to 24
%
19
25 to 34
22
35 to 44
Age of owners.
18
45 to 54
36
55+

17. iPad households.

18. iPad households.
● 54% over 45

19. iPad households.
● 54% over 45
● 61% male

20. iPad households.
● 54% over 45
● 61% male
● 62% are used by more
than two people

21. 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

22. 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

23. Where?

24. %
98
At home
47
Travelling for pleasure
27
Out of home/o ce
26
In the o ce/at work
20
Travelling for business
(other than commuting
19
Whilst commuting
Where do you use your iPad? {1}

25. %
93
Living room/Dining room
Bedroom
71
Kitchen
43
18
Bathroom
10
Other
Where do you use your iPad? {2}

26. When?

27. When do you use your ipad?

28. When do you use your ipad?
● 87%+ use their iPad daily

29. When do you use your ipad?
● 87%+ use their iPad daily
● 60% spend > 1 hour daily

30. 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

31. Disruption.

32. 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

33. More or less with an iPad?
Reading books Watching movies Listening to music Working
+21 +15
+8 +6
−7 −4 −4 −2

34. More or less with an iPad?
Shopping Playing games Emailing
+42
+9 +21
−2 −2 −1

35. What?

36. What is iPad used for?
17% 29% 53%
productivity entertainment

37. Content.

38. How many apps do you have?

39. How many apps do you have?
● 26 apps on average UK ipad

40. How many apps do you have?
● 26 apps on average UK ipad
● 2 to 1 free vs paid for apps

41. 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

42. How do you hear about apps?

43. How do you hear about apps?
● Word of mouth - 53%

44. How do you hear about apps?
● Word of mouth - 53%
● Featured in app store - 49%

45. How do you hear about apps?
● Word of mouth - 53%
● Featured in app store - 49%
● Reviews - 32%

46. How do you hear about apps?
● Word of mouth - 53%
● Featured in app store - 49%
● Reviews - 32%
● Social networking - 12%

47. What drives downloads?
Usefulness
60
6 30 %
Interesting/compelling content
Price
8
Recommendations from people you know
Reviews/recommendations from experts (e.g. blogs, magazines, newspapers, TV etc.)
Very important
Fairly important

48. What will people pay for?
100
percentage of respondents who have downloaded for free
90
80
Games
70 News
paid download total as percentage of free download total
60
Social networking Books
Entertainment
50
Weather
Shopping
40 Travel Reference Utilities
Lifestyle Magazines Music
30
Sports Productivity
Navigation Education
20 Photography Business
Health & fitness Finance
10
Medical
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

49. iPad magazine consumption.

50. iPad magazine consumption.
● 51% want magazines on iPad

51. iPad magazine consumption.
● 51% want magazines on iPad
● 51% prefer content on iPad to print

52. 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

53. Angry
Birds
index.

54. Angry Birds index.
Index of 100
5 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

55. The
Opportunity?

56. 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

57. For the full
dataset...
twitter.com/ipad_publisher
seven.co.uk
ipadpublisher.tumblr.com