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

1Password 6.5.5 - Powerful password mana...
1Password is a password manager that uniquely brings you both security and convenience. It is the only program that provides anti-phishing protection and goes beyond password management by adding Web... Read more
Apple Remote Desktop Client 3.9 - Client...
Apple Remote Desktop Client is the best way to manage the Mac computers on your network. Distribute software, provide real-time online help to end users, create detailed software and hardware reports... Read more
Art Text 3.2.2 - $49.99
Art Text is graphic design software specifically tuned for lettering, typography, text mockups and various artistic text effects. Supplied with a great variety of ready to use styles and materials,... Read more
WhatRoute 2.0.15 - Geographically trace...
WhatRoute is designed to find the names of all the routers an IP packet passes through on its way from your Mac to a destination host. It also measures the round-trip time from your Mac to the router... Read more
Sparkle 2.1.1 - $79.99
Sparkle will change your mind if you thought building websites wasn't for you. Sparkle is the intuitive site builder that lets you create sites for your online portfolio, team or band pages, or... Read more
Dash 4.0.1 - Instant search and offline...
Dash is an API documentation browser and code snippet manager. Dash helps you store snippets of code, as well as instantly search and browse documentation for almost any API you might use (for a full... Read more
TextSoap 8.3.2 - Automate tedious text d...
TextSoap can automatically remove unwanted characters, fix up messed up carriage returns, and do pretty much anything else that we can think of to text. Save time and effort. Be more productive. Stop... Read more
Apple Remote Desktop 3.9 - Remotely cont...
Apple Remote Desktop is the best way to manage the Mac computers on your network. Distribute software, provide real-time online help to end users, create detailed software and hardware reports, and... Read more
Paragraphs 1.1.4 - Writing tool just for...
Paragraphs is an app just for writers. It was built for one thing and one thing only: writing. It gives you everything you need to create brilliant prose and does away with the rest. Features... Read more
Amazon Chime 4.0.5528 - Amazon-based com...
Amazon Chime is a communications service that transforms online meetings with a secure, easy-to-use application that you can trust. Amazon Chime works seamlessly across your devices so that you can... Read more

Blasty Bubs is a colorful Pinball and Br...
QuickByte Games has another arcade treat in the works -- this time it's a mishmash of brick breaking and Pinball mechanics. It's called Blasty Bubs, and it's a top down brickbreaker that has you slinging balls around a board. [Read more] | Read more »
Corsola and Heracross are the new region...
Generation 2 finally launched in Pokémon GO, unleashing a brand new batch of Pokémon into the wild. Even before the update went live people were speculating on how to catch elusive Pokémon like the legendary "dogs", Unknown, and whether or not... | Read more »
The Warlock of Firetop Mountain (Games)
The Warlock of Firetop Mountain 1.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0 (iTunes) Description: An epic adventure through a mysterious mountain filled with monsters, magic and mayhem! “...it looks downright... | Read more »
Fantasy MMORPG MU Origin’s receives a hu...
Developer Webzen are looking to take their highly popular fantasy battler MU Origin to the next level this month, with its most ambitious overhaul yet. The latest update introduces the long sought after Server Arena, new treasure dungeons, and much... | Read more »
RPG Djinn Caster (Games)
RPG Djinn Caster 1.0.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0.0 (iTunes) Description: SPECIAL PRICE 38% OFF(USD 7.99 -> USD 4.99)!!!A Fantasy Action RPG of far foreign lands! Summon the Djinns and rise to... | Read more »
Alto's Odyssey gets its first trail...
There's finally video evidence of Alto's Odyssey, the follow up to the 2015 App Store hit, Alto's Adventure. It looks just as soothing and atmospheric as Alto's last outing, but this time players will be journeying to the desert. Whereas Alto's... | Read more »
Last week on Pocket Gamer
What’s going on in the wider world of portable gaming? Each week we ask that question of our sister website Pocket Gamer. The PG team covers iOS gaming, just like 148Apps, but it also strays into the world of Android games and handheld consoles... | Read more »
Pokémon GO Generation 2 evolution guide
At long last, Niantic Labs finally unleashed the Generation 2 Pokémon into the wild. Pokémon GO trainers are scrambling to grab up this new set of 80 Pokémon. There are some special new tricks required to catch all of these new beasties, though.... | Read more »
The best new games we played this week
It feels as though the New Year got off to a creaking start as far as mobile games go, but that's changed over the past few weeks. The last few days alone have seen the debut of a number of wonderful games, so we thought we'd take the time to... | Read more »
Recruit more scallywags and discover new...
Get ready to show off your sea legs all over again in Oceans & Empires’ new grand update, which aims to make the act of rising to the role of seven seas ruler even more fresh and appealing, thanks to a richness of new content on both iOS and... | Read more »

Price Scanner via MacPrices.net

27-inch Apple iMacs on sale for up to $200 of...
B&H Photo has 27″ Apple iMacs on sale for up to $200 off MSRP, each including free shipping plus NY sales tax only: - 27″ 3.3GHz iMac 5K: $2099.99 $200 off MSRP - 27″ 3.2GHz/1TB Fusion iMac 5K: $... Read more
15-inch 2.2GHz Retina MacBook Pro on sale for...
Amazon has 2015 15″ 2.2GHz Retina MacBook Pros (MJLQ2LL/A) available for $1849.99 including free shipping. Apple charges $1999 for this model, so Amazon’s price is represents a $150 savings. Read more
Apple refurbished iPad Air 2s available start...
Apple has Certified Refurbished iPad Air 2 WiFis available for starting at $319 including free shipping. A standard Apple one-year warranty is included: - 16GB iPad Air 2 WiFi: $319 $60 off original... Read more
Apple refurbished iPad Pros available for up...
Apple has Certified Refurbished 9″ and 12″ Apple iPad Pros available for up to $160 off the cost of new iPads. An Apple one-year warranty is included with each model, and shipping is free: - 32GB 9″... Read more
Apple restocks refurbished 2015 and 2016 13-i...
Apple has Certified Refurbished 2015 and 2016 13″ MacBook Airs available starting at $759. An Apple one-year warranty is included with each MacBook, and shipping is free: - 2016 13″ 1.6GHz/8GB/128GB... Read more
13-inch 2.5GHz MacBook Pro (Apple refurbished...
Apple has Certified Refurbished 13″ 2.5GHz MacBook Pros (MD101LL/A) available for $829, or $270 off original MSRP. Apple’s one-year warranty is standard, and shipping is free: - 13″ 2.5GHz MacBook... Read more
QuickerTek Announces 5TB Apple AC AirPort Tim...
QuickerTek Inc. has announced their new 5TB hard drive upgrade for Apple’s AC AirPort Time Capsule. By customer request, this upgrade also features six external antennas and offers the highest... Read more
Apple Certified Refurbished iMacs available f...
Apple has Certified Refurbished 2015 21″ & 27″ iMacs available for up to $350 off MSRP. Apple’s one-year warranty is standard, and shipping is free. The following models are available: - 21″ 3.... Read more
Apple offering Certified Refurbished Series 1...
Apple is now offering Certified Refurbished Series 1 and Series 2 Apple Watches for 14-16% off MSRP, starting at $229. An Apple one-year warranty is included with each watch. Shipping is free: Series... Read more
1.4GHz Mac mini on sale for $449, save $50
B&H Photo has the 1.4GHz Mac mini on sale for $50 off MSRP including free shipping plus NY sales tax only: - 1.4GHz Mac mini: $449 $50 off MSRP 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
Manager *Apple* Systems Administration - Pu...
Req ID 3315BR Position Title Manager, Apple Systems Administration Job Description The Manager of Apple Systems Administration oversees the administration and Read more
*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
Manager *Apple* Systems Administration - Pu...
Req ID 3315BR Position Title Manager, Apple Systems Administration Job Description The Manager of Apple Systems Administration oversees the administration and Read more
*Apple* Technician - nfrastructure (United S...
Let’s Work Together Apple Technician This position is based in Portland, ME Life at nfrastructure At nfrastructure, we understand that our success results from our Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.