ipad: 10 + 1 things to know for the mobile marketer
DESCRIPTION
As consumer interest grows brands and agencies are reacting quite favorably to the new platform with roughly 30.6% of polled agencies looking at the iPad as a sought after advertising channel (STRATA, Jan 2011) and an estimated 67% of surveyed media buyers planning to allocate budget toward iPad/Tablet advertising this year (Deutsche Bank, 2011). These numbers, in our opinion are very interesting seeing how the iPad has only been in market for a full year. So with consumer interest at an all time high and increasing focus from an advertising perspective, how should brands engages with the iPad/Tablet device? Yes, there is always the use of banner media to drive awareness and apps to encourage repeat use and loyalty; however what does it take to be successful with a Tablet execution?TRANSCRIPT
iPad: 10 + 1 Things to Know for the Mobile Marketer
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1. One of the Fastest Selling CE Devices
Source: Mary Meeker June 2010, Microsoft Press Release, Nov 2010, Morgan Stanley Research
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)
Number of Days to Sell 1MM Units
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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
iPads and tablets are becoming great for hallway conversations and utilized for on-the-go meetings
Source: About.com , “Comparing Features”3
3. Usage is Growing
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
74.8% of iPad users spend between one and five hours a day on their tablet device (web and social communications made up the majority of the time
UM and Time Inc study reveled that 56% of consumers are using their iPad several times a day
Source: Yudu, “The Apple iPad” 2010 Gigaom Nov 2010,, eMarketer: UM and Time Inc Study Sept 2010 4
4. It is Here to Stay
Netbooks sales declined roughly 13% with the launch of the iPad in April 2010
In 2011, an estimated100+ new iPad competitors will launch
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: eReaders, portable gaming devices, netbooks/laptops
Already a well established app store for iPad and Android devices
Source: CNET Sept 2010, Wall Street Journal 2011, Mashables 5
5. It is Entertaining
Source: eMarketer, Forrester Research “US Tablet Buyer are Multi-PC Consumers”, 2010, ReadWriteWeb, “10 BI Tools for the iPad,”2011
Which of the following devices do you think is the most enjoyable for playing
games?
Portable Gaming Device60%
iPad23%
Smartphone8%
Which of the following device would you not buy after owning an
iPad?
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6. It is Business
Source: eMarketer, Forrester Research “US Tablet Buyer are Multi-PC Consumers”, 2010, ReadWriteWeb, “10 BI Tools for the iPad,”2011, Media Post, Feb 2011
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
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7. It is Reshaping Commerce
Source: Mashables, 2010: Forrester, ChangeWave Research 2010, Shopatron, 2010
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
Retailers like J. C. Penney, Things Remembered, AllSaints Spitalfields and Gucci are testing the iPad as a new way to boost sales and engage shoppers
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8. It is Multi-Device
Comcast/Xfinity iPad app allows customers with compatible digital TV service to browse listings,On-Demand content and change channel
iPad Scrabble app allows users to synch iPhones for multi-player game play
Leverages Wifi and Bluetooth technology to seamless transmit content
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9.It is Multi-User
Many iPad games are becoming multi-player
Users can play one another
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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
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+ 1: It’s Just the Beginning!
http://blogs.wsj.com/japanrealtime/2010/05/26/sony-rolls-out-a-new-display/ 12
Summary
1. One of the fastest selling CE devices2. It is mobile, but it is not a Smartphone3. Usage is growing4. It is here to stay 5. It is entertaining6. It is business focused 7. It is reshaping commerce 8. It is multi-device9. It is multi-user10. It is more than just a digital experience
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Thank you
team iconmobile
lauren brown
sr. account director
paul cowman
strategist
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