Publishers can be forgiven for wanting a do-over when it comes to the Web. Prices quickly cratered and the market became a race to the bottom with teeth-whitening ads traded like porkbellies.
It stands to reason the OPA would trumpet these findings, of course, since they happen to benefit their members. Still, the research does provide a view into the still-new world of tablets. According to the research, about 12 percent of users have tablets, a number that’s expected to rise to 23 percent by next year. Nearly all tablet users have downloaded apps, with 26 percent paying for them.
“That’s directionally telling us there are opportunities for publishers to package their content and find a variety of ways to make that a content available,” said Pam Horan, president of the Online Publishers Association.
What’s interesting is people prefer to consume many types of content on tablets versus the computer. This likely the newness of the device, but does buttress the notion that the iPad is more of a consumption device than a creation device. Another point in that favor: users are more likely to watch longer form content — 56 percent are watching long-form content.
And, it appears, consumers are OK with advertising — for now. About half of respondents say the advertising is relevant or useful. Those are pretty high numbers for advertising, but also not totally surprising for a new device.
More in Media
BuzzFeed’s sale of First We Feast seen as a ‘good sign’ for the M&A media market
Investor analysts are describing BuzzFeed’s sale of First We Feast for $82.5 million as a good sign for the media M&A market — which itself is an indication of how ugly that market had become.
Media Briefing: Efforts to diversify workforces stall for some publishers
A third of the nine publishers that have released workforce demographic reports in the past year haven’t moved the needle on the overall diversity of their companies, according to the annual reports that are tracked by Digiday.
Creators are left wanting more from Spotify’s push to video
The streaming service will have to step up certain features in order to shift people toward video podcasts on its app.