padCulture update

MagCulture.com Has Just Posted the Following with the title padCulture update



I got to see some iPad useage research earlier this week courtesy of Seven Publishing, makers of Virgin’s Project app. The results aren’t particularly surprising but with little other data around they’re a useful resource. Seven collaborated with YouGov, talking to 1000 iPad owners in the UK.



• Users are biased toward the older age groups – a third are aged 55+ (a wealth thing?)

• They are not early adopters – 63% would ‘normally wait for device to become established before buying’

• 98% use the iPad at home, mainly the living room.

• 87% use their iPad daily; 60% for more than an hour.

• Peak usage coincides with traditional TV peaktime – 7-9pm.

• The iPad has primarily usurped laptop and desktop computers; it has reduced TV and print media usage minimally but computers have seen drops of over 30%.

• It’s used for entertainment over productivity; books, games, movies, researching/shopping.

• iPad users have an average 26 apps, 2:1 ratio free/paid for.

• The BBC are a major player (in UK at least). The most popular apps: BBC news, BBC iPlayer, Amazon, Twitter, The Economist, BBC Good Food.

After the figures presentation Anthony Noguera from Project said a few words about his app, describing it as ‘the most difficult, painful experience of my working life’. For all that, he’s clearly loving the opportunity to experiment with the medium. I was uncomfortable with his excitement about ‘a magazine that feels like a website’ but it was interesting to see the parts of the project he highlighted, particularly the video and audio footage of Jeff Bridges from the first issue. ‘It’s easy to overdo stuff – the simplest things work best’. Amen.

It’s fair to say I’m not Project’s biggest fan, but it’s to Virgin and Seven’s credit they are collaborating on the app and sharing information about the iPad.





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