2. What is PROJECT
Project is a living magazine about big ideas. It's for
people who want to know about the most exciting
advances in the world today. It's about creative
people, for creative people.
The result?
In the month of launch, Project was the
#1 selling ipad app, in the world.
sources: Apple, UBS
13. What does it tell us?
● Who are they?
● What do they do on their iPad?
● Where do they use it?
● And when?
● What are they doing less of?
14. What does it tell us?
● Who are they?
● What do they do on their iPad?
● Where do they use it?
● And when?
● What are they doing less of?
● The Angry Birds Index
21. Gartner Hype Cycle.
Expectations 1
Media tablet 4
3
1. Peak of inflated expectations
2. Trough of disillusionment
3. Slope of enlightenment
4. Plateau of productivity
2
Time
22. iPad owners are not early adopters.
1. I try to get the latest
63% gadgets as soon as
they’re available
29% 2. I wait for a gadget
to become established
8% before I splash out on it
3. I’m usually one of
the last people to buy
1 2 3 new gadgets
24. %
98
At home
47
Travelling for pleasure
27
Out of home/o ce
26
In the o ce/at work
20
Travelling for business
(other than commuting
19
Whilst commuting
Where do you use your iPad? {1}
25. %
93
Living room/Dining room
Bedroom
71
Kitchen
43
18
Bathroom
10
Other
Where do you use your iPad? {2}
43. How do you hear about apps?
● Word of mouth - 53%
44. How do you hear about apps?
● Word of mouth - 53%
● Featured in app store - 49%
45. How do you hear about apps?
● Word of mouth - 53%
● Featured in app store - 49%
● Reviews - 32%
46. How do you hear about apps?
● Word of mouth - 53%
● Featured in app store - 49%
● Reviews - 32%
● Social networking - 12%
47. What drives downloads?
Usefulness
60
6 30 %
Interesting/compelling content
Price
8
Recommendations from people you know
Reviews/recommendations from experts (e.g. blogs, magazines, newspapers, TV etc.)
Very important
Fairly important
48. What will people pay for?
100
percentage of respondents who have downloaded for free
90
80
Games
70 News
paid download total as percentage of free download total
60
Social networking Books
Entertainment
50
Weather
Shopping
40 Travel Reference Utilities
Lifestyle Magazines Music
30
Sports Productivity
Navigation Education
20 Photography Business
Health & fitness Finance
10
Medical
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
52. iPad magazine consumption.
● 51% want magazines on iPad
● 51% prefer content on iPad to print
● Twice as many have downloaded a
magazine for free than paid for it
56. Consumers want branded apps.
84% likely to download
55% ● Very likely - 55%
● Fairly likely - 29%
● Not very likely - 8%
● Not at all likely - 4%
29%
12% unlikely to download