If you are not up on the latest statistics on the tablet, here are some to chew on:
- Apple reported first quarter earnings, selling over 15 million iPads during the quarter. This is a 111% increase from the previous quarter.
- In just under two years, Apple has now sold over 55 million units.
- According to Pew Internet’s latest findings, the share of Americans who own a tablet computer nearly doubled from December 2011 to January 2012. The number of Americans now owning at least one tablet device is now at 29%.
Tablet: The Curl-Up Device
Historically in marketing, we have talked about print being a “lean-back” technology (I want to learn and take it all in), while computers are “lean-forward” technology (I’m searching for something).
In reading Jason Calacanis‘ newsletter last week, him and his team came up with an interesting way to relate to tablet behavior. They called it “curl-up” technology. So true.
For example, I was on a plane yesterday where every person around me (and I mean EVERY person) had an iPad. Some were watching movies. Others playing games or Apps. Others reading. One was listening to music. In almost all cases, they really were “curling up” with the device, almost like you would relaxing to a great book.
Taking Action
In looking at our web stats for the Content Marketing Institute, our readers are now accessing our site via tablet and smartphone almost 5 times more than they were just a year earlier. While just 10% of our total readership, we expect this stat to be approximately 25% next year.
We don’t know the answers yet, but things we are thinking about include:
- All our content must naturally work on the tablet device.
- We are not nearly doing enough in video content. Video from 15 seconds to two minutes is going to be critical from here on out.
- Textual and video integration with Kindle and iPad is right now. Google’s Zero Moment of Truth integration with their Kindle for iPad version shows you a simple method of what we all should strive for.
- Is there an audio play here?
- How can we take one story and develop that story out into multiple formats and channels, telling the same engaging story in the multiple ways our readers want it? Do we have to?
Image credit: MacObserver
7 Comments
I’ve learned a lot from your blog here! Keep on going, I will keep an eye on it.
We (Compendium, the business blogging software company) thought you guys would like some actual stats to go along with Joe’s thoughts: Tablet Traffic to Corporate Blogs is up 250%
Love this post, Joe! This has been on our radar too — especially with how we’re approaching content for our clients. We realized lately that we’re actually shying away from interactive content because of the Flash/Tablet issue. But HTML5 is changing all that — allowing for Tablet and iPad-friendly content delivery. Lots to learn. Here’s a great post that outlines HTML5 quite nicely. Buckle up, the ride just keeeeeeeps on moving!
Oops! Here’s the link!! – http://blog.medialab3dsolutions.com/2012/01/why-you-cant-ignore-html5/
Hi Joe,
I couldn’t agree more about the importance of the tablet. One of the first questions people ask me about CCO when I’m speaking about it is, ‘How does it work on a tablet?’
My question: how can I get our publishing company ready tot help our advertising brands making content?
Yes, maybe we are going to make content for other brands that would fit perfectly in our media.
Wow Dick…that’s a heavy question. I guess the first step would be to make sure you commit to serving your advertisers in that way. The process of creating content for brands versus just providing sponsorship opportunities is much different.