In the morning I read the news on my iPad while enjoying a cup of coffee, and if the weather permits, do so in the comfort of my garden. I usually check my email and other “social” channels as well. If the latest numbers are anything to go by, I’m not the only one utilizing today’s technology…
In the second quarter of 2012, more tablets have been sold than laptops, according to figures from research firm GfK. More than 2.8 million Dutch people use a tablet. This is a substantial increase compared to last year. According to GfK, most users are using the Apple iPad. iPad users download twice as many Apps than users of other brands. The most popular App is YouTube. The number of people with a smartphone is also growing, but less explosive than the tablets. However, this is because most people already have a smartphone.
According to the researchers, people read newspapers and magazines more often in it’s digital format. Nearly a quarter reads the newspaper on the smartphone (18% in 2011) and 15 percent on their tablet (4% in 2011). A considerable growth so far.
Tablet usage is reaching the critical mass, so your site must be compatible. According to a study by Nielsen, the majority of tablet users in the U.S, use their devices for shopping-related activities such as reading product information, comparing prices and the actual purchase. As more mobile payment systems roll out on the market, the consumer confidence increases, so we expect growth in the number of mobile payments. Product information and prices are read in its brochures and magazines. It is important that the publications are also made available on the tablet. Linking to the webshop from the digital publication provides a good user experience.
The tablet is used more and more for reading e-mail. Nearly 19 percent of all emails are opened on a tablet or smartphone according to Veritate & Tripolis (Jan 2012). Upon receiving a newsletter from a “brand”, it usually contains a link to the new web-based action leaflet or brochure. These links have a high click ratio. If these web-based publications are not compatible with a tablet (or other mobile devices), you will miss readers.
The tablet offers readers an interactive and dynamic experience. In a printed magazine, the reader can only be “asked” to take action, for example, calling to order something or mail for more information. You will need another device, they may fail to do so. The tablet can directly open the link for ordering purposes and post a e-mail if necessary. You can also quickly and easily go directly to the content you want to see, including watching videos (connection with the Youtube App). Because of the naturally lightweight and small tablet, readers may just as well carry the tablet around than the print magazine, with all the benefits above.
Have you already created an excellent online reading experience for tablet users?