It’s only been a year since the iPad went on sale in the UK but since launching, it has revolutionised the publishing industry. Nic Newman, Managing Director (EMEA) and Head of Strategy at personal media company TigerSpike comments.
The personal media landscape is rapidly evolving and for publishers across the UK, no device has sparked such a change in consumer behaviour as the iPad. Through our own research, we have found that average engagement time on a publishers’ iPad app is 30 – 34 minutes.
This is a significant time for a reader to dedicate to a specific application. When you compare this to time spent on a publisher’s website, it is far higher – we’re seeing page views five times higher on a publisher’s tablet app than on the website.
It’s clear then, that the iPad offers significant commercial benefits to publishers. When consumers spend longer on the app, they’re more likely to share stories with friends, consume more relevant content and engage with adverts.
To take full advantage of the iPad and the wealth of other tablets out there, publishers need to find their “niche” – the unique element that makes theirs a killer app. The goal is to get the user experience spot on. To do this, publishers need to create sticky, unique content that will have consumers coming back time and time again.
“Of course, it’s not just the publishing world that has been reinvigorated by the iPad. Using the tablet device, businesses have been able to cut operational costs and increase employee productivity. And blue chip brands from across the world such as Coca-Cola are using the iPad to create highly indulgent and immersive customer experiences.”
Nic Newman
Managing Director (EMEA) and Head of Strategy
TigerSpike
www.tigerspike.com