iMedia October Breakthrough Summit - Launch Pad Day: "Are Premium iPad Experiences a Temporary...
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Are Premium iPad Experiences a Temporary Anomaly?
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Transcript of iMedia October Breakthrough Summit - Launch Pad Day: "Are Premium iPad Experiences a Temporary...
Are Premium iPad Experiences a Temporary Anomaly?
Research Done in Partnership with Hearst’s LMK
LMK connects
people to their passions
The LMK Super App
• Owned by The Hearst
Corporation - Trusted name
in News & Journalism
• News, pics, stats culled from
Hearst and 1,500+ Sources
• Filtered, curated and
edited by experts
• Updated every few minutes
• Each LMK mobile passion
contains a customized News,
Photo and Data River
targeted for each passion
• Fall 2010 launch with substantial marketing campaign and Charter Advertiser integration opportunities
– Paid Mobile & Digital Advertising
– Social & Guerrilla Media
– Hearst-Owned Media (Local TV, Newspaper, Magazines and their websites)
• 150m US Smart Phone Consumers
• News-Hungry Users
• Passionate users = multiple and extended daily engagement
• 1st-To-Know & share creates ”Social Heroes” with other ‘Passionates’
LMK Audience
Marketing &
Partnership
Opportunities• Subsidize downloads
• Sponsorship
• Customer data mining and capture
• Couponing
• Combining with Hearst 360 programs
FREE! from
FREE! from
FREE! from
FREE! from
Research Overview
Quantitative Research
METHODOLOGY Online Survey – Summer 2010
AUDIENCE • iPhone Users (n=204)
• Droid/Other Smartphone Users (n=601)
• iPad Users (n=116)
SCREENING
CRITERIA
• Must own and use either an iPhone, an
app-supported Smartphone or an iPad
''It's like a dopamine squirt to be connected,'' said Dr. Ratey, [Harvard Associate Professor]
who compares the sensations created by constantly being wired to those of narcotics – a hit of pleasure, stimulation and escape. ''It takes the same pathway as our drugs of abuse and pleasure. It's an addiction,'' he said, adding that some people cannot deal
with down time or quiet moments. Without it, we are in withdrawal.''
The Lure of Data – Is it Addictive; July 6, 2003
2010 Biggest Ideas of the Year
#3: Boredom
is Extinct
IPad User have a Similar Profile
of Content Grazing
Q.36_1 How often do you get updates on your favorite topics
(sports, music, celebrities, hobbies, etc.) on your computer and smartphone?
66% 66%
76%
34% 35%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
IPAD USERS IPHONE USERS DROID / OTHER USERS
% o
f R
esp
on
de
nts
Computer Smartphone or iPad
More than 10 times per day
Get Passion Related Updates Over 10 Times per Day
Q.28b How interested would you be in an app that
allowed you to customize it to follow multiple topics
of your choice?
94% 94% 90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
IPAD USERS IPHONE USERS DROID / USER USERS
Interest in a Custom Multiple Passion App
All Groups Were Interested in a Universal App
IPad Users Have More Active Apps
Q.15 How many apps do you use at least once per month?
IPad User have more Paid Apps
76%
21%35%
Q.16 How many of your apps, if any, do you pay for?
Q.15 How many apps do you use at least once per month?
IPad Users Buy More Apps in
Almost Every Category
iPad users are 5X more likely to use subscription apps
33%
68%56%
19%
8%21%
23%
19% 20%18%
4% 2%9%1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iPad Iphone Driod
16 + 6 to 15 2 to 5 1 0
5.9 1.3 1.1
Average # of Paid
Subscription Apps
# of Paid Subscription Apps
Q.19 How many of your paid apps are subscription based?
Q.23 How many paid apps have you stopped using?
0, 26%
0, 43% 0, 43%
1, 11%
1, 19%1, 27%2 to 5, 39%
2 to 5, 28%2 to 5, 26%6 to 10, 6%
6 to 10, 8% 6 to 10, 4%11+, 15%
11+, 2% 11+, 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iPad Users iPhone Users Droid / Other Users
11+ 6 to 10 2 to 5 1 0
# of Paid Apps No Longer Used
IPad Users are Much More Likely
to Stop Using a Paid App
While IPad Users are Willing to Pay,
they Expect Value or They are Gone
Q.26 What are the most common reasons why you’ve decided to stop using or paying for an app?
56%
64%
25%
41%
0%
76%
34%
25%
18%
9%
65%
43%
26% 26%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Became bored with the app Updated to a better app Not using the app much Budget tightening Other reason
iPad Users iPhone Users Droid / Other Users
Top Reasons for No Longer Using an App
iPad Users Report Fewer Ad-free Apps
18%
10%
40%
10%
20%
30%
9%
36%
16%
9%
40%
20%
29%
7%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0 1 2-5 6-10 11+
iPad Users iPhone Users Droid / Other Users
Q.22 How many of your paid apps contain some type of advertising?
Ipad Users Are More Likely
To Pay For Content
Monthly Spend IPAD USERSIPHONE USERS
DROID / OTHER USERS
Magazines $30 $13 $13
Newspapers $25 $10 $12
Mobile Phone Services $ 91 $93 $91
The Multi Million Dollar Question:
Is the willingness to pay for apps
driven by the early adopter
audience OR by the form factor?
