TAKEAWAY: New research from Adobe Digital Index makes it clear: tablets gain popularity, becoming more popular than smartphones and allowing for more in-depth visits PLUS: Video interview about storytelling from South by Southwest
The Adobe Digital Index study supports the tablet user’s more in-depth visits, as in “couch shopping”
Austria’s Kronen Zeitung iPad app is curated, published in the evening
Dubai’s Gulf News iPad app is curated published morning and evening
The news from the Adobe Digital Index study does not surprise us one bit.
1. Tablets drive more traffic than smartphones for the first time.
2. Tablets drive more traffic because Internet users prefer them for more in-depth visits.
In my view, in-depth visits translate as the ultimate lean back experience.
Ever since the iPad came out in 2010, we have seen evidence that users prefer to use it in the evening hours which, we assume, allows for more of an in depth experience as users are in a more leisure mode.
As a result, when we create tablet apps for newspapers, we usually recommend that if a curated edition is to be produced, that it is preferred to publish it after 6 pm. Several publishers already do that, among them Gulf News of Dubai, as well as Kronen Zeitung, of Austria, both of which are our clients at Garcia Media.
The Adobe Digital Index study confirms this and adds that, perhaps because the more leisure utilization of tablets, they are preferred for retail and ecommerce related activities, which the study refers to as “couch shopping” .
The data bears this out as retail websites receive the highest share of tablet traffic across all industries. Automotive and travel shopping sites similarly get a significant share of traffic from tablets. It should be no surprise that telecom provider websites see the largest share of traffic from smartphones as consumers check and pay their phone bills.
Just like there is couch shopping, there is also probably plenty of couch reading, a reason to fortify our news tablet apps with long form journalism, more videos, photo galleries and pop up experiences.
South by Southwest: video interview
Last week I participated in the South by Southwest conference in Austin, Texas, as we presented the results of the Poynter EyeTrack Tablet research.
Here is a video interview conducted by Dale Blasingame,
@normalguyguide, that took place prior to the presentation with my Poynter colleague, Sara Quinn
Of related interest: SXSW
Tweets about the SXSW presentation
http://storify.com/rreibstein/drmariorgarcia-at-poyntertab/
Slides about the EyeTrack Tablet study
http://www.slideshare.net/SaraQuinnPoynter/poynter-eyetrack-tablet-presentation-sxsw
Lean Forward, Lean Back: Tablet News Experiences
http://sxtxstate.com/2013/03/lean-forward-lean-back-tablet-news-experiences/
Australia’s new compacts: follow up
Last week we presented the case study of how two of Australia’s biggest dailies, The Sydney Morning Herald and The Age, introduced their new compact look. We were involved as consultants at the end of the process.
Here are two related articles that have appeared since the two newspapers introduced their smaller format:
Fairfax tabloids: Missed opportunities as conservatism holds sway
http://digital.bondwaresite.com/fairfax-tabloids-missed-opportunities-as-conservatism-holds-sway-cms-586
Twenty questions about Fairfax Media’s mini metros
http://digital.gxpress.net/twenty-questions-about-fairfax-media-s-mini-metros-cms-593
Of special interest today:
USA: Chicago Tribune finally offers tablets to new subscribers
http://jimromenesko.com/2013/03/05/chicago-tribune-finally-offers-tablets-to-new-subscribers/
USA: Why the Washington Post is smart to try sponsored content, and why others should too
http://paidcontent.org/2013/03/05/why-the-washington-post-is-smart-to-try-sponsored-content-and-why-others-should-too/
The Economist Creates Experiences Across Multiple Platforms
http://www.emarketer.com/Article/Economist-Creates-Experiences-Across-Multiple-Platforms/1009700
Pages we like
Pages we like
It is two double page spreads from the Sunday edition of Germany’s Bild, sent to us by Frank Deville.
The first one carries a headline that translates: Changing rooms from top German team Bayern München. “Here Bayern lets the pants down”
The second spread is about Formula One Champion B Vettel and the headline translates: On Your Mark, Get Set Vettel
Where’s Mario until March 21, 2013?
Mario’s upcoming speaking engagements
Take advantage of our iPad Design/Ad Lab workshops
Do you want to take your brand to the next level by creating a tablet edition? Garcia Media can help. We now offer one- to two-day iPad Design Lab workshops on demand to jumpstart your presence on this exciting new platform. We also offer iPad Ad Lab workshops to develop engaging advertising models for your app. Contact us for more information.
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