Shock! iPad early adopters prefer free content
TweetFollow Us on Twitter

Shock! iPad early adopters prefer free content

The iPad is still a ways off from becoming a “fourth screen” and creating new revenue streams for content providers, according to Knowledge Networks’ (http://www.knowledgenetworks.com). Why? Not surprisingly because people prefer free content!

The "How People Use Media: iPads -- A First Look" report from Knowledge Networks' surveyed 205 iPad owners and users, and found early adopters are not demonstrating unique behaviors: six of the seven top reported activities are familiar ones, like web surfing and email. According to the study, 76% of owners use the iPad at least five days a week, while 55% of owners use the device every day.

But these users are bringing the free Internet mindset to the iPad, and only a small portion of users is willing to pay for content. This is a trend worth watching, as the iPad’s advertising-supported media model is different from that of any other medium, since iPad users must register with iTunes, providing much personally identifiable information through a pay wall. At the same time, Apple’s iAd advertising product can be purchased only through Apple, creating an entirely different advertising ecosystem that industry analysts are watching closely.

“Early-adopters are currently treating the iPad as an Internet appliance,” says David Tice, vice president, Group Account Director at Knowledge Networks and leader of The Home Technology Monitor research program. “Media companies and other content creators cannot assume that iPod behaviors -- purchasing content for the device -- will be immediately transferred to the iPad. In our early-adopter group, we saw, by nearly a 6-to-1 ratio, that iPad users prefer an ad-supported model over a pay model to gain access to content. At this point, a pay-for-content model would appeal only to a niche group of consumers.”

Ironically, users who watch TV episodes or movies on their iPads most often learn about them from branded apps created by services like YouTube, Netflix and SlingBox. Word-of-mouth, typically the most common information source, came in second in the survey, just ahead of TV network apps, with iTunes mentioned less.

The study also shows that 70% of iPad owners/users have read an e-book on the device; 61% an electronic magazine or journal; and 51% have watched network TV programs. Yet only 13% of iPad owner/users would be willing to pay extra for an iPad-friendly version of a magazine or TV show they already pay for in its standard format (such as a cable or magazine subscription).

Obviously, there's some education to be done in this area, as it's unreasonable to expect all content to be available for free. With the right education and the right pricing (less than print versions when it comes to magazines and newspapers), the Sellers Research Firm (that's me) still thinks the iPad will play a very important role in the future of publishing.

-- Dennis Sellers
dsellers@applecentral.com

 

Community Search:
MacTech Search:

Software Updates via MacUpdate

CSR Racing 2: Your guide to what's...
CSR Racing 2, or CSR2, as it likes to call itself, has finally arrived. The follow-up to the immensely popular drag racing game CSR Racing is the first release from NaturalMotion since the studio's acquisition by Zynga in early 2014. [Read more] | Read more »
Nanuleu (Games)
Nanuleu 1.1 Device: iOS Universal Category: Games Price: $2.99, Version: 1.1 (iTunes) Description: Nanuleu is a strategy game where you take control of ancient magical trees that protect the land from an invading dark force. A... | Read more »
The Slaughter: Act One (Games)
The Slaughter: Act One 1.0.323 Device: iOS Universal Category: Games Price: $3.99, Version: 1.0.323 (iTunes) Description: “The game mixes realism and surrealism to create a story that can cause just as much laughter as fear. A-” -... | Read more »
NEO TURF MASTERS (Games)
NEO TURF MASTERS 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: NEOGEO’s legendary golf game is back, in a brand-new mobile version with touch controls! NEO TURF MASTERS (also known as “BIG... | Read more »
How to send money to a friend with the F...
Facebook is already a lot of things to a lot of people. It's a social network, sure, but also a tool for catologing memories, chatting with friends, and much more. [Read more] | Read more »
Branch out into the Chinese market with...
Created a game that you’re super enthused about, only to find yourself struggling to get it the exposure that you believe it duly deserves? With the time, energy and money that goes into development, it’s only right that games should be given the... | Read more »
Pocket Arcade Story (Games)
Pocket Arcade Story 1.00 Device: iOS Universal Category: Games Price: $4.99, Version: 1.00 (iTunes) Description: Here comes a new challenger: it's the arcade simulation game you've been waiting for! Build your very own gaming... | Read more »
How to get coins faster in Rodeo Stamped...
There comes a time in a cowboy or cowgirl's life when all the riding and lassoing skills in the world aren't enough. You're going to need some cold, hard cash to keep your sky zoo expanding in Rodeo Stampede. [Read more] | Read more »
How to out-do Cam Newton in Can You Dab?
The thing about dance crazes is that you're never really sure when they've run their course. Take the Dab, for instance. Propelled by its adoption as the touchdown celebration of choice for Carolina Panthers quarterback Cam Newton, the Dab seemed... | Read more »
Artik Games releases Splashy Cats for An...
Splashy Cats had us hooked from the title alone, and when we found out the game was literally just zig-zagging one of our favourite pop-culture references, guised as a playable cat character, down a river – our appetites were whetted to say the... | Read more »

Price Scanner via MacPrices.net

Apple refurbished clearance 15-inch Retina Ma...
Apple has Certified Refurbished 2014 15″ 2.2GHz Retina MacBook Pros available for $1609, $390 off original MSRP. Apple’s one-year warranty is included, and shipping is free. They have refurbished 15... Read more
9-inch 128GB Silver iPad Pro on sale for $50...
B&H Photo has the 9.7″ 128GB Silver Apple iPad Pro on sale for $699 including free shipping plus NY tax only. Their price is $50 off MSRP. Read more
Why Use Indie Opera And Vivaldi Instead Of Sa...
For many years my web browser workhorses were various permutations and spinoffs of the Netscape/Mozilla/Firefox Open Source platform, and the Norwegian indie browser Opera, which I took a shine to... Read more
Western Digital Launches Worlds Fastest 256GB...
At the Mobile World Congress in Shanghai Western Digital Corporation this week introduced a new suite of 256 gigabyte (GB) microSD cards, which includes the new 256GB SanDisk Extreme microSDXC UHS-I... Read more
KeyCue 8.1 Integrates With Typinator To Displ...
Ergonis Software has released KeyCue 8.1, a new version of the company’s keyboard shortcut cheat sheet. KeyCue 8 introduced a new way to define a wide variety of triggers, which can be used to... Read more
Save up to $600 with Apple refurbished Mac Pr...
Apple has Certified Refurbished Mac Pros available for up to $600 off the cost of new models. An Apple one-year warranty is included with each Mac Pro, and shipping is free. The following... Read more
21-inch 2.8GHz iMac on sale for $1199, save $...
Amazon has the 21″ 2.8GHz iMac (model #MK442LL/A) on sale for $1199.99 including free shipping. Their price is $100 off MSRP, and it’s the lowest price available for this model. Read more
13-inch 2.5GHz MacBook Pro (Apple refurbished...
Apple has Certified Refurbished 13″ 2.5GHz MacBook Pros available for $829, or $270 off the cost of new models. Apple’s one-year warranty is standard, and shipping is free: - 13″ 2.5GHz MacBook Pros... Read more
MacBook Airs on sale for up to $50-$100 off M...
B&H Photo has 13″ and 11″ MacBook Airs on sale for up to $100 off MSRP. Shipping is free, and B&H charges NY sales tax only: - 11″ 1.6GHz/128GB MacBook Air: $849 $50 off list price - 11″ 1.... Read more
Brexit Vote Result Forecast To Slash UK 2016...
Uncertainty and economic volatility can be expected to increase over the next nine months, as the Brexit and concerns over the future of the EU hit IT investment, say Canalys market analysts, with... Read more

Jobs Board

*Apple* Retail - Multiple Positions - Apple,...
Job Description: Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
*Apple* iPhone 6s and New Products Tester Ne...
…we therefore look forward to put out products to quality test for durability. Apple leads the digital music revolution with its iPods and iTunes online store, Read more
*Apple* iPhone 6s and New Products Tester Ne...
…we therefore look forward to put out products to quality test for durability. Apple leads the digital music revolution with its iPods and iTunes online store, Read more
*Apple* iPhone 6s and New Products Tester Ne...
…we therefore look forward to put out products to quality test for durability. Apple leads the digital music revolution with its iPods and iTunes online store, Read more
*Apple* Retail - Multiple Positions, Willow...
Job Description: Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.