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

 
AAPL
$524.94
Apple Inc.
+5.93
MSFT
$40.01
Microsoft Corpora
-0.39
GOOG
$536.10
Google Inc.
-20.44

MacTech Search:
Community Search:

Software Updates via MacUpdate

Tweetbot 1.5.1 - Popular iOS twitter cli...
Tweetbot is a full-featured OS X Twitter client with a lot of personality. Whether it's the meticulously-crafted interface, sounds and animation, or features like multiple timelines and column views... Read more
Mac DVDRipper Pro 4.1.7 - Copy, backup,...
Mac DVDRipper Pro is the DVD backup solution that lets you protect your DVDs from scratches, save your batteries by reading your movies from your hard disk, manage your collection with just a few... Read more
PDFpenPro 6.2 - Advanced PDF toolkit for...
PDFpenPro allows users to edit PDF's easily. Add text, images and signatures. Fill out PDF forms. Merge or split PDF documents. Reorder and delete pages. Even correct text and edit graphics! Create... Read more
PDFpen 6.2 - Edit and annotate PDFs with...
PDFpen allows users to easily edit PDF's. Add text, images and signatures. Fill out PDF forms. Merge or split PDF documents. Reorder and delete pages. Even correct text and edit graphics! Features... Read more
Monolingual 1.5.9 - Remove unwanted OS X...
Monolingual is a program for removing unnecesary language resources from OS X, in order to reclaim several hundred megabytes of disk space. It requires a 64-bit capable Intel-based Mac and at least... Read more
Maya 2015 - Professional 3D modeling and...
Maya is an award-winning software and powerful, integrated 3D modeling, animation, visual effects, and rendering solution. Because Maya is based on an open architecture, all your work can be scripted... Read more
Starcraft II: Wings of Liberty 1.1.1.180...
Download the patch by launching the Starcraft II game and downloading it through the Battle.net connection within the app. Starcraft II: Wings of Liberty is a strategy game played in real-time. You... Read more
Sibelius 7.5.0 - Music notation solution...
Sibelius is the world's best-selling music notation software for Mac. It is as intuitive to use as a pen, yet so powerful that it does most things in less than the blink of an eye. The demo includes... Read more
Typinator 5.9 - Speedy and reliable text...
Typinator turbo-charges your typing productivity. Type a little. Typinator does the rest. We've all faced projects that require repetitive typing tasks. With Typinator, you can store commonly used... Read more
MYStuff Pro 2.0.16 - Create inventories...
MYStuff Pro is the most flexible way to create detail-rich inventories for your home or small business. Add items to MYStuff by dragging and dropping existing information, uploading new images, or... Read more

Latest Forum Discussions

See All

Have a Special Dead Trigger 2 Easter Bas...
Have a Special Dead Trigger 2 Easter Basket Full of Goodies, Courtesy of Madfinger Games Posted by Rob Rich on April 18th, 2014 [ permalink ] Dead Trigger 2 | Read more »
Zynga Launches Brand New Farmville Exper...
Zynga Launches Brand New Farmville Experience with Farmville 2: Country Escape Posted by Tre Lawrence on April 18th, 2014 [ permalink ] | Read more »
David. Review
David. Review By Cata Modorcea on April 18th, 2014 Our Rating: :: MINIMALISTIC IN A DIFFERENT WAYUniversal App - Designed for iPhone and iPad David is a minimalistic game wrapped inside of a soothing atmosphere in which the hero... | Read more »
Eyefi Unveils New Eyefi Cloud Service Th...
Eyefi Unveils New Eyefi Cloud Service That Allows Users to Share Media Across Personal Devices Posted by Tre Lawrence on April 18th, 2014 [ permalink ] | Read more »
Tales from the Dragon Mountain: The Lair...
Tales from the Dragon Mountain: The Lair Review By Jennifer Allen on April 18th, 2014 Our Rating: :: STEADY ADVENTURINGiPad Only App - Designed for the iPad Treading a safe path, Tales from the Dragon Mountain: The Lair is a... | Read more »
Yahoo Updates Flickr App with Advanced E...
Yahoo Updates Flickr App with Advanced Editing Features and More Posted by Tre Lawrence on April 18th, 2014 [ permalink ] | Read more »
My Incredible Body - A Kid's App to...
My Incredible Body - A Kid's App to Learn about the Human Body 1.1.00 Device: iOS Universal Category: Education Price: $2.99, Version: 1.1.00 (iTunes) Description: Wouldn’t it be cool to look inside yourself and see what was going on... | Read more »
Trials Frontier Review
Trials Frontier Review By Carter Dotson on April 18th, 2014 Our Rating: :: A ROUGH LANDINGUniversal App - Designed for iPhone and iPad Trials Frontier finally brings the famed stunt racing franchise to mobile, but how much does its... | Read more »
Evernote Business Notebook by Moleskin I...
Evernote Business Notebook by Moleskin Introduced – Support Available in Evernote for iOS Posted by Tre Lawrence on April 18th, 2014 [ permalink ] | Read more »
Sparkle Unleashed Review
Sparkle Unleashed Review By Jennifer Allen on April 18th, 2014 Our Rating: :: CLASSY MARBLE FLINGINGUniversal App - Designed for iPhone and iPad It’s a concept we’ve seen before, but Sparkle Unleashed is a solidly enjoyable orb... | Read more »

Price Scanner via MacPrices.net

iMacs on sale for up to $160 off MSRP this we...
Best Buy has iMacs on sale for up to $160 off MSRP for a limited time. Choose free home shipping or free instant local store pickup (if available). Prices are valid for online orders only, in-store... Read more
iPad Airs on sale this weekend for up to $100...
Best Buy has WiFi iPad Airs on sale for $50 off MSRP and WiFi + Cellular iPad Airs on sale for $100 off MSRP on their online store for a limited time, with prices now starting at $449. Choose free... Read more
Apple restocks refurbished Mac minis starting...
The Apple Store has restocked Apple Certified Refurbished Mac minis for up to $150 off the cost of new models. Apple’s one-year warranty is included with each mini, and shipping is free: - 2.5GHz Mac... Read more
Hyundai Brings Apple CarPlay To The 2015 Sona...
Hyundai Motor America has announced it will bring Apple CarPlay functionality to the 2015 Sonata. CarPlay is pitched as a smarter, safer and easier way to use iPhone in the car and gives iPhone users... Read more
Updated iPads Coming Sooner Than We Had Thoug...
MacRumors, cites KGI securities analyst Ming Chi Kuo, well-respected as an Apple product prognisticator, saying that Apple will introduce an upgraded iPad Air and iPad mini in 2014/Q3, meaning the... Read more
Toshiba Unveils New High And Low End Laptop M...
Toshiba has announced new laptop models covering both the high-end and low-end of the notebook computer spectrum. Toshiba 4K Ultra HD Laptop Toshiba’s new Satellite P55t features one of the world’s... Read more
Save up to $270 with Apple refurbished 13-inc...
The Apple Store has Apple Certified Refurbished October 2013 13″ Retina MacBook Pros available starting at $1099, with models up to $270 off MSRP. Apple’s one-year warranty is standard, and shipping... Read more
Apple now offering refurbished iPad mini with...
The Apple Store has Certified Refurbished 2nd generation iPad minis with Retina Displays now available starting at $339. Apple’s one-year warranty is included with each model, and shipping is free.... Read more
Microsoft Blinks – Drops Microsoft Office 365...
Microsoft has dropped the annual subscription fee for Microsoft Office 365 Personal – which is needed in order to create and edit documents in Microsoft Office for iPad. However, Apple’s iOS and OS X... Read more
New AVG Vault Apps for iOS and Android Help K...
AVG Technologies N.V. an online security company for 177 million active users, has announced the launch of its latest mobile application, AVG Vault. The free app introduces an innovative user... Read more

Jobs Board

*Apple* Automotive Parts Department position...
Apple Automotive is one of the fastest growing dealer…and it shows. Consider making the switch to the Apple Automotive Group today! At Apple Automotive, we Read more
*Apple* Solutions Consultant (ASC) - Apple (...
**Job Summary** The ASC is an Apple employee who serves as an Apple brand ambassador and influencer in a Reseller's store. The ASC's role is to grow Apple Read more
*Apple* Retail - Manager - Holyoke - Apple I...
Job Summary Keeping an Apple Store thriving requires a diverse set of leadership skills, and as a Manager, you’re a master of them all. In the store’s fast-paced, Read more
*Apple* Retail - Manager - Apple (United Sta...
Job SummaryKeeping an Apple Store thriving requires a diverse set of leadership skills, and as a Manager, you're a master of them all. In the store's fast-paced, dynamic Read more
*Apple* Solutions Consultant (ASC) - Apple (...
**Job Summary** The ASC is an Apple employee who serves as an Apple brand ambassador and influencer in a Reseller's store. The ASC's role is to grow Apple Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.