tablet market update
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Tablet Market Update. Sarah Rotman Epps, Senior Analyst. Prepared for the MPA May 22, 2012. Agenda. One-third of Americans, and 760 million people globally will own a tablet in 2016. April 2012 “Tablets Will Rule The Future Personal Computing Landscape”. - PowerPoint PPT PresentationTRANSCRIPT
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© 2012 Forrester Research, Inc. Reproduction Prohibited1 © 2009 Forrester Research, Inc. Reproduction Prohibited
Tablet Market Update
Sarah Rotman Epps, Senior Analyst
Prepared for the MPAMay 22, 2012
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How is the tablet market evolving?
How are magazines using tablets to engage customers?
What is the future of magazines on tablets?
Agenda
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© 2012 Forrester Research, Inc. Reproduction Prohibited3April 2012 “Tablets Will Rule The Future Personal Computing Landscape”
One-third of Americans, and 760 million people globally will own a tablet in 2016
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© 2012 Forrester Research, Inc. Reproduction Prohibited4April 2012 “Tablets Will Rule The Future Personal Computing Landscape”
53% of tablets in 2016 will be iPads
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Tablets will soon broaden to include “touch-plus” PCs running Windows 8
Lenovo IdeaPad “Yoga”
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To succeed, tablets need a great marketplace
Nook TabletAmazon Kindle Fire
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Google Play is an improvement over Android Market, but Google has more work to do
Image source: play.google.com
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What it means for you
Tablets are reaching a scale that can’t be ignored
Tablets will be multiplatform but dominated by Apple through 2016
Other winners will be marketplace-centric platforms like Amazon
Your tablet strategy should prioritize iPad first, but scale across devices and platforms
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How is the tablet market evolving?
How are magazines using tablets to engage customers?
What is the future of magazines on tablets?
Agenda
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Magazines replicate and extend content in the short term, while investing in long-term transformation
Replicate Extend Transform
Transfer existing content assets to tablets
Enhance existing assets with additional functionality
Invent new content, functionality, or process for the device
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Digital editions replicate print content—and can now count toward your rate base
Source: Martha Stewart Living app for iPad
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Touch, video, cameras, and other device capabilities extend your content beyond the print replica
Source: Better Homes & Gardens app for iPad
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Transformative apps break away from the print metaphor—often because there’s no print reference
Source: Atomix Mag, Gourmet Live apps for iPad
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What it means
It’s ok to seize low-hanging fruit by replicating and extending existing content assets
Transformative apps get beyond the print magazine, and will require new processes and a new approach to content production
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How is the tablet market evolving?
How are magazines using tablets to engage customers?
What is the future of magazines on tablets?
Agenda
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Magazines’ future: Convergence with…
Commerce TV Productivity
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Magazines already face competition from retailers
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Magazines already face competition from retailers
Source: Net A Porter Magazine app for iPad
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TV networks produce content that’s strikingly magazine-like
Source: Food Network Cupcakes! app for iPad
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Magazines experiment with productivity apps
Source: IdeaFlight app for iPad
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Key takeaways
Tablets are growing quickly and will reach one-third of US adults by 2016– 760 million people worldwide will use a tablet in 2016
You need a multiplatform approach to tablets—Apple will dominate but people will adopt tablets on multiple OSes with multiple screen sizes
It’s ok to seize low-hanging fruit first by replicating and extending print and PC assets, while investing in long-term process transformation
Future “magazine” products will converge with commerce, TV, and productivity applications
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Thank you/Q&A
Sarah Rotman Epps+1 [email protected] @sreppswww.forrester.com