According to Magazines Canada, in a typical 24-hour day Canadians spend an average of 9.9 hours connected to technology, slightly more than the global average. Canadian connectivity is slightly younger and less affluent but more broadly based.
More importantly for the topic of this article, *Tablets and smartphones are used most to access online content daily, more so than laptops or desktops. And, **The average time spent per day with mobile apps compared to time spent consuming the web is widening as more time is being spent with mobile apps: 94 minutes with apps vs. 72 minutes with the web in Dec 2011.
With these statistics in mind, it is not a stretch to think that as tablet hardware improves, digital content will improve, and vice versa.
Tablets and printed publications are naturally synergistic. Print publishers are discovering that adapting the tablet platform allows them to recreate a magazine experience in a format much better suited than the web to long-form reading.
Ereader penetration will continue to average out between platforms, making digital publishing options available to a wider and wider audience. ***iOS growth through to 2016 is anticipated although its share of market is projected to decline as Android (Google and other proprietary Android) outpaces iOS growth. The expected traction of Windows Metro will be a factor as well.
Another important statistic to consider is the frequency of mobile ad interaction by device. Clearly the tablet format, with the larger screen and page-like dimensions lends itself to interaction. ****A majority of tablet users (77%) interact with ads compared to 53% of smartphone users. 57% of tablet users interact with ads at least weekly compared to 33% of smartphone users. The smartphone is increasingly being used as an eReaders also, and as screens get larger and clearer their use will grow.
It is becoming more important to have digital offerings spanning multiple platforms. Clearly digital publishing is on the ascent, and http://www.turn-page.com and http://mediawiremobile.com have the solutions you need to make a successful transition. Let us how you how.
*Source: Mobext/InMobi, Consumer Adoption of Connected Devices and Impact on Media Planning, 2012
***Source: Ipsos Read Mobil-ology, January 2012
****Source: ABI Research Survey, June 2012