Secure your place at the Digiday Publishing Summit in Vail, March 23-25
Once consumers acquire a tablet, the amount of time they spend with their computers, with their e-readers and, even with their televisions drops, according to research conducted by Millennial Media.
According to the research, the tablet is gaining ground as a go to device in virtually every category. In the second quarter of 2011, consumers used tablets where they had previously used other technologies in surprising numbers. Since they acquired tablets, 27percent of consumers reduced the time they browsed on the internet on their computer; 29 percent checked their email less frequently on their computer, 27 percent watched fewer videos on their computer and 23 percent used their eReader less frequently. Perhaps most surprisingly, 19 percent watched fewer shows or movies on their TV.
The research also revealed that even as the Android operating system continues to gain ground, iOS ad impressions grew 18 percent, quarter-over-quarter while Android impressions grew only 11 percent during the same period. And app developers continue to be drawn to the iPhone, iPod Touch and iPad: Apple devices represented 49 percent of application platform mix.
More in Media
How medical creator Nick Norwitz grew his Substack paid subscribers from 900 to 5,200 within 8 months
Creator Playbook: Unpacking the strategy behind medical YouTuber Nick Norwitz turning to Substack to significantly grow his brand.
Media Briefing: In the AI era, subscribers are the real prize — and the Telegraph proves it
In an era where AI is eroding referral traffic and third-party distribution, a subscriber who pays directly has become the most valuable reader a publisher can own. Springer just bought over a million of them.
Layoffs hit LADbible Group’s social video team amid slower user-generated content growth
Social-first publisher LADbible is in the middle of a second round of layoffs to its social video team, having suffered massive drop-off in Facebook video engagement.