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5# Mobile Key Insights for Publishers
- 1. #5 Mobile Key Insights Steven Selleslags 18 July 2011
- 2. #5 Key Insights #1 Existing Tablet Trends Continue … #2 Android islosingDeveloperSupport # app.ft.com #3 30% of tablet usage is in front of TV #4Usersare willing to pay for unique information # the Times #5 Soon happening: Social Guide next to TV Rankings # Turntable.fm
- 3. #1 Existing Tablet Trends Continue … Extremeinterest in purchasing a tablet the nextmonths (10-15% avg. EU) 230K tablets in Belgium by End of 2011 671K smartphonessold in 2010 Users +60% male Higherincome 50% between25-44y 89% ishighly or veryhighlysatisfied Morningand eveningdevice Most popularactivity on tablets: Surfen Email Apps Most popularapps: Games / Social / Entertainment / News / Sports
- 4. #1 Websurfing, News, Email is Most PopularActivityGaming is far lesspopular vs other countries
- 5. #2 Android islosingDeveloper Support
- 6. app.ft.com - Publishers BypassApple’siTunes Store Case Study Mission: secure a direct relationship with readers Strategy: MaintainiOSappscombinedwith web app Benefits: Web browser access – No app store download needed Automatic enhancements – No need to visit an app store for the latest version Reading offline – The latest edition is automatically stored for offline access Speed – Improved performance on most connections Greater range of content – Including video on iPhone
- 7. #3 – 30% of tablet usage is in front of TV
- 8. #4 Users are willing to pay for unique information
- 9. °July 2010 Strategy - no access to the site without first paying (paywall) Resultsafter a year Reach of 100K digital subscribers (+30% since March11) 35K newspaperdownloads per day on iPad (+40% since Feb11) 66% decrease of internet readership (vs 90% anticipated) Learnings: it's not turned out to be either/or 10K spend >45 min/day reading the paper on iPad Future? Will growth continue or stall? Advertising? Impact of paywall on social media sharing? Case Study
- 10. #5 Soon happening: Social Guide next to TV Rankings
- 14. #5 Key Insights #1 Existing Tablet Trends Continue … #2 Android islosingDeveloperSupport # app.ft.com #3 30% of tablet usage is in front of TV #4Usersare willing to pay for unique information # the Times #5 Soon happening: Social Guide next to TV Rankings # Turntable.fm
Editor's Notes
- Adoption in Q1 = 5% => june US: 12% endof2011: 23%2011 55M – 2012 85MWeb vs app (74 vs 81 min )Gartner Says Apple iOS to Dominate the Media Tablet Market Through 2015, Owning More Than Half of It for the Next Three YearsEgham, UK, April 11, 2011—
- o Online enquête (januari – begin maart 2011)o Verspreid via deelnemende uitgevers (lid van de gebruikersgroep) & e-reading blogo heel evenwichtige steekproef, spreiding ++o N = 2770 !
- Enerzijdsis de Android smartphonecommunitygigantischaan het groeienAnderzijdsis de vraag kan je met dezedoelgroepgeldverdienenJuistedoelgroep?Suske & WiskevbAndroidtablets?Reasons: Google bets on web
- VglBelgischonderzoek – 53% geeftaan om tijdens TV kijkenook te browsenContentconsumptionSmartphone usage
- Betalingsbereidheidgsm, pc, tablet, ….Unique content Tweede Scherm – ‘Whatdidn’tmakeit on TV - KomenEten’ VOD => VermistalleafleveringenbekijkenDS – webnews26% of all downloadedapps are paid apps
- Vs print: -1%1£ a day2£ a week£8.67 a month
- it’s a new way of looking at engagement with programming.Social Guide, BluefinLabs, Trendrr, ranking shows according to social media activity on Twitter and Facebook
- Met Turntable.fm kan je samen met derden in een online luisterkamer muziek afspelen. Gebruikers kunnen elkaar uitnodigen en kiezen liedjes vanaf hun eigen harde schijf om aan elkaar te laten horen. Turntable laat gebruikers om en om songs kiezen, waarop de anderen kunnen stemmen en waarmee dj-punten zijn te verdienen. De site is geïntegreerd met Facebook voor het makkelijk toevoegen van bekenden
- Ex Miso – badgesEx. KRO – Case Sensitive Ex. Tweede Scherm – ChatEx. Tweede Scherm – Ikkijkmeefunctie