No Buyer’s Remorse For Tablet, iPad Owners

Posted by: Neil James // March 7th, 2011

No Buyers Remorse For Tablet iPad Owners

In just slightly more than a year, the good folks at Apple succeeded at carving out permanent residency in our grey matter for the concept of “iPad,” and to a lesser extent, “tablet computers.” Even casual observers noticed how the steady proliferation of iPads in their office building was not entirely dissimilar from the growth of an unchecked pest population. The hypersonic speed of adoption, however, leaves one question for the puzzled cynic: did people buy these tablets because they were cool or because they fulfilled an actual need?

While we certainly can’t discount the former, new research compiled by eMarketer, High Satisfaction Rates Support a Bright Future For Tablets, indicates a healthy dose of the latter. Citing a December 2010 report from the NPD Group, more than two-thirds of tablet owners expressed satisfaction with internet browsing and e-mail experiences on their network and 60 percent reported the same for social networking. As a result, approximately three in 10 were doing these activities less on their PCs as a result. Satisfaction rates for all three online activities were noticeably higher for tablet users compared to smartphone users as well.

@NeilAndrewJames

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Study: Consumers Exposed to iPad Ads Display Substantially Higher Brand Recall

Posted by: Neil James // February 22nd, 2011

Study Consumers Exposed to iPad Ads Display Substantially Higher Brand Recall

Since the iPad made its celebrated debut almost a year ago, marketers have wondered how this unique device would function as an advertising platform. Would the vibrant graphics and slick interface create an experience worth Apple’s million dollar barrier to advertising entry? A new study by Nielsen, as chronicled by Kunur Patel in an article for Advertising Age, Apple, Campbell’s Say iAds Twice as Effective, suggests the affirmative. In a five-week study, Nielsen found that consumers shown Campbell’s ad on the iPad remembered the brand “Campbell’s” five times more often than TV ad respondents. Ad messaging was similarly recalled three times more frequently. Perhaps most importantly, Nielsen reported that iPad ad respondents reported purchase intent of Campbell’s to be four times that of TV ad respondents!

@NeilAndrewJames

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It’s Official: You Can No Longer Ignore Tablet PCs, iPads

Posted by: Neil James // January 21st, 2011

We know how you operate Mr. Cynical Marketer. Your finely tuned nose can differentiate fads from actual paradigm shifts a mile away. Your trend detecting abilities have kept your career alive while lesser folk fell around you. So every time you see someone whip out an iPad or catch that snazzy commercial on TV, you wonder “is this tablet thing really for real?” After all, how much utility can consumers actually derive from that vacuous space between smartphones? Surely they won’t pay several hundred dollars up front plus a monthly data subscription charge for this limited utility?

It appears, however, that cynicism will lead marketeres in the wrong direction according to a new article from Internet Retailer, iPad Sales Will More Than Double Next Year Research Firm Predicts. Citing a recent eMarketer study, Internet Retailer reports that 8.5 million iPads were sold in 2010 – a figure projected to rise to 19.4 million in the coming year and 30.1 million in 2012! Internet Retailer cautions marketers to not simply force tablet consumers under an existing mobile strategy. These numbers necessitate, Internet Retailer argues, that marketers develop a strategy that accounts for the key differences between tablet, smartphone, and PC users (such as the iPad’s current inability to render Flash.)

@NeilAndrewJames

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Google, Facebook and Apple Make the Web Go Round

Posted by: Mark Palony // January 7th, 2011

All the talk of the FCC moving toward implementing regulations governing net neutrality has people wondering who really owns the Web?

While that question is more likely to be settled by the courts rather than actual agreement, Adweek provides the answer to another; who’s driving business on the Web? The answer – Google, Facebook and Apple – isevident to many, and Adweek put together a handy reference guide showing just a few of the companies that owe their existence to one or more of the three behemoths.

One cannot step back and look at the size of the economy (Adweek calls it a micro-economy, but that might be an understatement) that has exploded around Google, Facebook and Apple without feeling awed by the ever-expanding view. Like all growth markets, however, there is bound to be a slow-down at some point, but when that is appears to still be far into the future.

@MarkPalony

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Can an iPad Only News App Be Financially Viable?

Posted by: Jodie Oliver // November 11th, 2010

The world is watching and waiting. Or at least execs at News Corp. are as they prep for the release of their iPad only publication. The million dollar question is whether or not the strategy will pay off? Considered by many to be a gamble, the project is expected to launch at the end of this year and it’s placing a big bet on the iPad owning population. The project will be the first standalone iPad news subscription and will rely solely on the tablet owning population – just four percent of households, Nielsen reports – for its entire readership. In an article posted on Marketing VOX, Does an iPad Only Publication Stand a Chance? the author examines the independent venture that has snagged Page Six legend Richard Johnson to head up the project. And while there is little doubt to the potential value of this new media product for the consumer, we may see a demand for brands to market, compel and deliver through the ads on the devices as well.

@JodieEOliver

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Don’t Hitch Your Marketing Wagon to iPad, E-Readers Just Yet

Posted by: Neil James // October 1st, 2010

Can you envision a future where instead of getting books from libraries and bookstores, the written word is transmitted to us via tablet computers such as the iPad and the Kindle? While many of us can, that day is clearly not here yet. A recent Adweek survey, as reported by Mark Dolliver in his recent article, Many Readers but Few E-Readers, found that only eight percent currently read books using an electronic device such as the iPad or Kindle. Perhaps more indicative of a slower adoption, only three percent of those who don’t own a tablet have plans to purchase one in the next six months. Dolliver notes these trends don’t seem to reflect societal trends regarding reading as a whole. The same survey found that 91 percent read at least one book in an average year and that 57 percent read at least six.

@NeilAndrewJames

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