Nielsen released a survey report that attempts to put a face on the mass of new mobile users. According to the report, Connected Devices Playbook, iPad owners (not surprisingly) are tending to be younger and male, as compared to users of other devices. This isn't a surprise since the iPad remains one of the only mobile OS driven tablet devices out there, and young males are generally the early adapters of electronic devices.
Additionally, the report says that Kindle users tend to skew wealthier -- again, no surprise since the Kindle is primarily a device to read books, and the demographics of this group are well known. If only iPad book readers were surveyed I would assume the demos would have looked more like the Kindle. But since many consumers see the iPad as a gaming device, and purchase it for that purpose, the demographics become a bit more diverse.
The Nielsen study also tries to nail down the differences in responsiveness to advertising, but I think the results are a bit premature and don't show a large enough variation to be significant. Nonetheless, the blog post from Nielsen should be of interest and you can read it here.
To me, since the iPad remains an unique product these comparisons between it and phones and e-readers are not very revealing -- but once other tablets are released that are better competition to the Apple's tablet then these kinds of studies become more important. Equally important will be research that compares tablet readers to print and online readers.
WoodWing continues to work to expand its offerings and capabilities in the area of cross-media tablet publishing. This morning they announced a new partnership with VidiGo and the developer XDAM.
VidiGo develops and markets innovative solutions for creating and managing broadcast-quality audio and video content. VidiGo’s products enable broadcasters, production companies, publishers and news agencies to automate audio and video production workflows. The company provides all needed components – from ingest and asset management to live production and play-out. VidiGo’s solutions are designed so that everyone can plan, design and produce audiovisual content easily and quickly in a cost-effective way. More information is available at www.vidigo.tv.
XDAM is a multimedia submission portal that provides rapid uploading, news/live-event editing, approvals and delivery. LiveShoot, one of XDAM's core features, creates and manages a LiveConnection between the editor and the photographer or submitter. Images and videos are viewed seconds after they are shot anywhere in the world. Users can edit in real-time and push final content to WoodWing Content Station with one click, enabling live-publishing faster than ever before. More information is available at www.lightboxnetwork.com.
My own "research" results:
For me, the iPad ended print subscriptions -- at least most of them. For the first time in my life I now live in a household that only receives a newspaper once a week -- on Sunday, of course. Yet the total count of publications I "subscribe" to has skyrocketed as I experiment with new publications available through the iPad.
Since arriving by UPS on Saturday, April 3rd, the iPad has become the default weekend and off-hour Internet device. Thanks to instant-on grabbing the iPad is the easiest way to get the weather, find a baseball score (Giants up by two games with five to go), get the latest news, etc.
But one of the biggest changes in our household came when I bought the Component AV Cable for the iPad. That cable allows you to connect your tablet to the TV to watch videos, Netflix streamed movies, and other things that developers can think of and work into their apps. The iPad does not automatically display what is on its screen to the TV, so it can not work as a second display -- so surfing the web, for instance, and using the TV as a display is currently not possible (though I understand a few developers have released apps that mimic this).
The real change has come in television viewing habits: my youngest daughter now watches far less network and cable "TV" and more movies, videos and TV shows from Netflix and YouTube through the connected iPad. The television is on the same amount of time as usual, but now the cable box is on about half as long. And thanks to the way the cable is designed, with an attached cable that is plugged in to charge the device, the iPad, when not in use as a personal reading device, is permanently plugged into the television.
This, along with the soon to be available Apple TV and Google TV, is going to have a profound effect on television viewing habits -- and, therefore, television advertising. A revolution in television advertising is about to happen and if the networks and cable channels are not shaking in their boots they aren't paying attention.