In June of 2012 The Online Publishers Association collaborated with Frank N. Magid Associates, Inc. for data analysis and insight. The Magid Media Futures study evaluates attitudes and behaviors of media and entertainment consumers. Data comes from a nationally representative online survey of 2,540 internet users between the ages of 8 and 64.
The findings from this study are very interesting for the digital publishing industry. The focus of this study is tablet usage in the United States as of early 2012.
One question that the study answers is about how users feel about tablet advertising. The results are encouraging. It appears that tablet users are quite positive about tablet ads and are very likely to purchase products from their tablets.
The challenge for digital magazine publishers is to create and provide compelling ads within their publications, giving them great potential for numerous revenue streams, from selling ad space to using the statistical data provided by users. The Turn-Page Digital Publishing Software Solution’s built in statistics and Google Analytics capabilities offer publishers various opportunities for new and increased revenue.
Before developing a marketing strategy it is important to understand who your customers are, and who they will be in the future. Statistics from the study point the way. Keep in mind that these are over a year old now, but the trends haven’t changed. Some key findings were:
An estimated 31% of the U.S. Internet population, ages 8-64, uses a tablet (estimated 74.1 million consumers*), up from 12% (28.3 million consumers*) in 2011.
•Android device penetration has grown, and is now nearly even with iOS device penetration.
•Tablet satisfaction has increased with 58% of tablet users very satisfied with their tablet, up from 50% in 2011.
•Tablet adoption is trending older, more balanced between males and females and more affluent—the majority of tablet users come from households earning $50K or more.
•Tablet penetration is expected to reach 47% by early 2013 (estimated 117.4 million consumers*).
*Note: Based on estimated U.S. Internet population data (ages 8-64) from the U.S. Census Bureau and eMarketer.
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