Nielsen data shows promising signs for tablets
Tablet devices are gaining popularity among owners.
Recent data from Nielsen shows that 77% of tablet users are using their tablets to perform actions that they once did on a laptop of desktop computer.
The top four reasons for doing so are almost exclusively due to the nature of the device itself. These reasons include: “easy to carry/take with you”, “ease of interface/OS”, “fast start up/off” and “convenience”.
The portability and convenience trump that of desktop, and appear to be better than that of a laptop. The touch screen interface is a luxury that laptops and desktops cannot offer.
Within the tablet market, the iPad is still the dominating force. The survey from Nielsen concluded that as of spring 2011, 82% of tablet owners have an iPad.
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To look at the tablet impact further, 35% of tablet owners who have a desktop computer reported using the desktop less often or not at all. Additionally, 32% of tablet owners who also own a laptop reported using their laptop less often or not at all since getting their tablet.
Even gaming consoles, e-readers and portable media players have been affected by the emergence of tablets. These devices haven’t been as significantly affected as laptops or desktops, but an impact has been reported nonetheless.
Utilizing the tablet
The tablet was created for media consumption and entertainment. All publishers in the process of producing content for tablets need to keep this in mind while meeting the expectations of users.
What do you imagine the perfect digital publication would look like? Don Nicholas has theorized on the components he believes will lead to the perfect digital magazine in this article.
I personally believe digital editions have to go beyond their print counterparts. The aspects of the device need to be utilized for users to seek the content. Media rich experiences with slideshows, videos, pictures and audio should accompany text. All aspects should involve the ability to share socially on the web. Even advertisements should be social and clickable. I believe digital editions and tablet usage will increase even more when the true value of the iPad is shown through content audiences desire.
For more on this information from Nielsen, take a look at this article from FierceMobileContent.
