1. iPad: 10 Things to Know for the Mobile Marketer
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2. 1. One of the Fastest Selling CE Devices
Xbox Kinect ……..……………………………………………… 10 Days
Nintendo Wii……..……………………………………………… 13 Days
Nintendo DS ……..……………………………………………… 15 Days
iPad ……..………………………………………………28 Days
iPhone ……..………………………………………………74 Days
 On pace to become the most popular mobile device in history (selling 13-16MM units in the first year)
Source: Mary Meeker June 2010, Microsoft Press Release, Nov 2010, Morgan Stanley Research

3. 2. It is mobile, but it is not a Smartphone
 Laptops are becoming more stationary and
less useful for real time activities
 Smartphone screen sizes are roughly a ¼ of
the size, which minimize engagement
opportunities
 iPad have a max capacity of 64GB;
Smartphone are typically 32GB
Source: About.com , “Comparing Features”

4. 3. Usage is Growing
Increased Usage
77.60%
 ComScore reports on average of 2-3 minutes of time spent for digital magazine publishers – iPad
time spent reached 60 minutes for the same titles
 After the initial “honeymoon” period 77.6% of users found their iPad usage increase
Source: Yudu, “The Apple iPad” 2010 Gigaom Nov 2010,

5. 4. It is Here to Stay
 Netbooks sales declined roughly
13% with the launch of the iPad in
28.9% April 2010
 In 2011, an estimated 80+ new iPad
competitors will launch
Replace
 28.9% of users say the iPad has
replaced their primary computer
 Top 3 devices a user is likely not
buying after owning an iPad include:
eRearders, portable gaming devices,
netbooks/laptops
Source: CNET Sept 2010, Wall Street Journal 2011, Mashables

6. 5. It is Entertaining
Which of the following devices do you think Which of the following device would you not
is the most enjoyable for playing games? buy after owning an iPad?
Portable Gaming
Device eReader 49%
60%
Portable Gaming Device 38%
Netbook/Laptop 32%
iPad MP3 Player 29%
23%
Gaming Console 27%
MID 24%
Smartphone Smartphone 22%
8%
0% 10% 20% 30% 40% 50%
Source: eMarketer, Forrester Research “US Tablet Buyer are Multi-PC Consumers”, 2010, ReadWriteWeb, “10 BI Tools for the iPad,”2011

7. 6. It is Business Focused
 38-44% of user who own or intending to buy
an iPad/tablet travel for business
 Wells Fargo, Mercedes-Benz, and SAP are
among the enterprises buying iPads for
employee use
 Gartners predicts that by 2013, 33% of
business intelligence functionality will be
consumed on mobile devices
 NPD Group shows consumers are getting
used to doing the same things on tablets that
they typically do on desktop PCs
Source: eMarketer, Forrester Research “US Tablet Buyer are Multi-PC Consumers”, 2010, ReadWriteWeb, “10 BI Tools for the iPad,”2011, Media Post, Feb 2011

8. 7. It is Reshaping Commerce
10.30%
iPad
iPhone
45.50%
iPod Touch
Droid
BlackBerry Tour
33.10%
BlackBerry Onyx
Samsung Moment
Other Mobile
 Many online retailers are reporting half of mobile commerce is coming from tablet devices
 5.5x higher conversion rates compared to other mobile devices
 iPad has already captured more than 16% of the eReader market
Source: Mashables, 2010: Forrester, ChangeWave Research 2010, Shopatron, 2010

9. 8. It is Multi-Device
 Comcast/Xfinity iPad app allows customers  iPad Scrabble app allows users to synch iPhones
with compatible digital TV service to browse for multi-player game play
listings,On-Demand content and change
channel  Leverages Wifi and Bluetooth technology to
seamless transmit content

10. 9.It is Multi-User
 Many iPad games are
becoming multi-player
 Users can play on-
another

11. 10. It is More than Just a Digital Experience
 Yoomi iPad application
 $40 digital board game
 Plastic hollow device sitting
up-top the iPad
 Application can be
distributed through digital
and brick & mortar channels

12. Summary
1. One of the fastest selling CE devices
2. It is mobile, but it is not a Smartphone
3. Usage is growing
4. It is here to stay
5. It is entertaining
6. It is business focused
7. It is reshaping commerce
8. It is multi-device
9. It is multi-user
10. It is more than just a digital experience

13. Thank you
team iconmobile
lauren brown
sr. account director
lbrown@iconmobile.com
paul cowman
strategist
paul.cowman@iconmobile.com
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