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Generation i
The Disruptive
Power of the iPad

                    Ideas that work
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
Re-imagining
Magazines
With no print edition...
That hollywood cover...
Re-imagining
       magazine
Advertising
A new ad offering...
A new ad offering...
iStrategy AMS 2011 - Mike Burgess, Seven
Tablet distribution
● 11m sold in 2010

● 28m sold in 2011

● 285m by 2015 (47% iOs)



                     sources: Apple, UBS, Gartner
Who the
hell is using
this damn
thing?
1000
iPad owners
in the UK.
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?
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
Who?
5
18 to 24
                  %


           19
25 to 34

            22
35 to 44
                  Age of owners.




           18


45 to 54
                 36




55+
iPad households.
iPad households.
● 54% over 45
iPad households.
● 54% over 45

● 61% male
iPad households.
● 54% over 45

● 61% male
● 62% are used by more
  than two people
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
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
Where?
%
                               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}
%
                          93
Living room/Dining room




Bedroom
                              71

Kitchen
                   43
           18
Bathroom
        10


Other
                          Where do you use your iPad? {2}
When?
When do you use your ipad?
When do you use your ipad?
● 87%+ use their iPad daily
When do you use your ipad?
● 87%+ use their iPad daily

● 60% spend > 1 hour daily
When do you use your ipad?
● 87%+ use their iPad daily

● 60% spend > 1 hour daily

● iPad usage peaks (at 71%)
  between 7pm and 9pm
Disruption.
More or less with an iPad?
  Using a laptop   Using a desktop   Watching TV   Reading print media




    +4                +3              +7               +15

                                     −17               −17
   −39               −35
More or less with an iPad?
  Reading books   Watching movies   Listening to music   Working




   +21                                 +15
                     +8                                  +6

    −7               −4                 −4               −2
More or less with an iPad?
  Shopping   Playing games   Emailing



             +42
  +9                         +21

  −2           −2            −1
What?
What is iPad used for?



 17%            29%                   53%


 productivity         entertainment
Content.
How many apps do you have?
How many apps do you have?
● 26 apps on average UK ipad
How many apps do you have?
● 26 apps on average UK ipad
● 2 to 1 free vs paid for apps
How many apps do you have?
● 26 apps on average UK ipad
● 2 to 1 free vs paid for apps

● 53% use an app at least once a day
How do you hear about apps?
How do you hear about apps?
● Word of mouth - 53%
How do you hear about apps?
● Word of mouth - 53%

● Featured in app store - 49%
How do you hear about apps?
● Word of mouth - 53%

● Featured in app store - 49%

● Reviews - 32%
How do you hear about apps?
● Word of mouth - 53%

● Featured in app store - 49%

● Reviews - 32%

● Social networking - 12%
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
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%
iPad magazine consumption.
iPad magazine consumption.
● 51% want magazines on iPad
iPad magazine consumption.
● 51% want magazines on iPad

● 51% prefer content on iPad to print
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
Angry
Birds
index.
Angry Birds index.
                                             Index of 100




5   10   15   20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 115 120 125 130 135
The
Opportunity?
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
For the full
dataset...
twitter.com/ipad_publisher
seven.co.uk
ipadpublisher.tumblr.com

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iStrategy AMS 2011 - Mike Burgess, Seven

  • 1. Generation i The Disruptive Power of the iPad Ideas that work
  • 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
  • 4. With no print edition...
  • 6. Re-imagining magazine Advertising
  • 7. A new ad offering...
  • 8. A new ad offering...
  • 10. Tablet distribution ● 11m sold in 2010 ● 28m sold in 2011 ● 285m by 2015 (47% iOs) sources: Apple, UBS, Gartner
  • 11. Who the hell is using this damn thing?
  • 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
  • 15. Who?
  • 16. 5 18 to 24 % 19 25 to 34 22 35 to 44 Age of owners. 18 45 to 54 36 55+
  • 19. iPad households. ● 54% over 45 ● 61% male
  • 20. iPad households. ● 54% over 45 ● 61% male ● 62% are used by more than two people
  • 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}
  • 26. When?
  • 27. When do you use your ipad?
  • 28. When do you use your ipad? ● 87%+ use their iPad daily
  • 29. When do you use your ipad? ● 87%+ use their iPad daily ● 60% spend > 1 hour daily
  • 30. When do you use your ipad? ● 87%+ use their iPad daily ● 60% spend > 1 hour daily ● iPad usage peaks (at 71%) between 7pm and 9pm
  • 32. More or less with an iPad? Using a laptop Using a desktop Watching TV Reading print media +4 +3 +7 +15 −17 −17 −39 −35
  • 33. More or less with an iPad? Reading books Watching movies Listening to music Working +21 +15 +8 +6 −7 −4 −4 −2
  • 34. More or less with an iPad? Shopping Playing games Emailing +42 +9 +21 −2 −2 −1
  • 35. What?
  • 36. What is iPad used for? 17% 29% 53% productivity entertainment
  • 38. How many apps do you have?
  • 39. How many apps do you have? ● 26 apps on average UK ipad
  • 40. How many apps do you have? ● 26 apps on average UK ipad ● 2 to 1 free vs paid for apps
  • 41. How many apps do you have? ● 26 apps on average UK ipad ● 2 to 1 free vs paid for apps ● 53% use an app at least once a day
  • 42. How do you hear about apps?
  • 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%
  • 50. iPad magazine consumption. ● 51% want magazines on iPad
  • 51. iPad magazine consumption. ● 51% want magazines on iPad ● 51% prefer content on iPad to print
  • 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
  • 54. Angry Birds index. Index of 100 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 115 120 125 130 135
  • 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