iPad: 10 + 1 Things to Know for the Mobile Marketer

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As consumer interest grows brands and agencies are reacting quite favorably to the new platform with roughly 30.6% of polled agencies looking at the iPad as a sought after advertising channel (STRATA, Jan 2011) and an estimated 67% of surveyed media buyers planning to allocate budget toward iPad/Tablet advertising this year (Deutsche Bank, 2011). These numbers, in our opinion are very interesting seeing how the iPad has only been in market for a full year. So with consumer interest at an all time high and increasing focus from an advertising perspective, how should brands engages with the iPad/Tablet device? Yes, there is always the use of banner media to drive awareness and apps to encourage repeat use and loyalty; however what does it take to be successful with a Tablet execution?


  • 1. iPad: 10 + 1 Things to Know for the Mobile Marketer 110304

2. 1. One of the Fastest Selling CE DevicesSource: Mary Meeker June 2010, Microsoft Press Release, Nov 2010, Morgan Stanley Research

  • On pace to become the most popular mobile device in history (selling 13-16MM units in the first year)

Number of Days to Sell 1MM UnitsXbox Kinect .. 10 DaysNintendo Wii .. 13 DaysNintendo DS .. 15 DaysiPad ..28 DaysiPhone ..74 Days 3. 2. It is mobile, but it is not a Smartphone

  • Laptops are becoming more stationary and less useful for real time activities
  • Smartphone screen sizes are roughly a of the size, which minimize engagement opportunities
  • iPad have a max capacity of 64GB; Smartphone are typically 32GB
  • iPads and tablets are becoming great for hallway conversations and utilized for on-the-go meetings

Source: About.com ,Comparing Features 4. 3. Usage is Growing

  • ComScore reports on average of 2-3 minutes of time spent for digital magazine publishers iPad time spent reached 60 minutes for the same titles
  • After the initialhoneymoon period 77.6% of users found their iPad usage increase
  • 74.8% of iPad users spend between one and five hours a day on their tablet device (web and social communications made up the majority of the time
  • UM and Time Inc study reveled that 56% of consumers are using their iPad several times a day

Source: Yudu,The Apple iPad 2010 Gigaom Nov 2010,, eMarketer: UM and Time Inc Study Sept 2010 5. 4. It is Here to Stay

  • Netbooks sales declined roughly 13% with the launch of the iPad in April 2010
  • In 2011, an estimated100+ new iPad competitors will launch
  • 28.9% of users say the iPad has replaced their primary computer
  • Top 3 devices a user is likely not buying after owning an iPad include: eReaders, portable gaming devices, netbooks/laptops
  • Already a well established app store for iPad and Android devices

Source: CNET Sept 2010, Wall Street Journal 2011, Mashables 6. 5. It is Entertaining Source: eMarketer, Forrester ResearchUS Tablet Buyer are Multi-PC Consumers, 2010, ReadWriteWeb, 10 BI Tools for the iPad,2011 Which of the following devices do you think is the most enjoyable for playing games? Which of the following device would you not buy after owning an iPad? Portable Gaming Device 60% iPad 23% Smartphone 8% 7. 6. It is Business Source: eMarketer, Forrester ResearchUS Tablet Buyer are Multi-PC Consumers, 2010, ReadWriteWeb, 10 BI Tools for the iPad,2011, Media Post, Feb 2011

  • 38-44% of user who own or intending to buy an iPad/tablet travel for business
  • Wells Fargo, Mercedes-Benz, and SAP are among the enterprises buying iPads for employee use
  • Gartners predicts that by 2013, 33% of business intelligence functionality will be consumed on mobile devices
  • NPD Group shows consumers are getting used to doing the same things on tablets that they typically do on desktop PCs

8. 7. It is Reshaping CommerceSource: Mashables, 2010: Forrester, ChangeWave Research 2010, Shopatron, 2010

  • Many online retailers are reporting half of mobile commerce is coming from tablet devices
  • 5.5x higher conversion rates compared to other mobile devices
  • iPad has already captured more than 16% of the eReader market
  • Retailers like J. C. Penney,Things Remembered, AllSaints Spitalfields and Gucci are testing the iPad as a new way to boost sales and engage shoppers

9. 8. It is Multi-Device

  • Comcast/Xfinity iPad app allows customers with compatible digital TV service to browse listings,On-Demand content and change channel
  • iPad Scrabble app allows users to synch iPhones for multi-player game play
  • Leverages Wifi and Bluetooth technology to seamless transmit content

10. 9.It is Multi-User

  • Many iPad games are becoming multi-player
  • Users can play one another

11. 10. It is More than Just a Digital Experience

  • Yoomi iPad application
  • $40 digital board game
  • Plastic hollow device sitting up-top the iPad
  • Application can be distributed through digital and brick & mortar channels

12. + 1: It s Just the Beginning! http://blogs.wsj.com/japanrealtime/2010/05/26/sony-rolls-out-a-new-display/ 13. Summary

  • One of the fastest selling CE devices
  • It is mobile, but it is not a Smartphone
  • Usage is growing
  • It is here to stay
  • It is entertaining
  • It is business focused
  • It is reshaping commerce
  • It is multi-device
  • It is multi-user
  • It is more than just a digital experience

14. Thank you team iconmobile lauren brownsr. account director [email_address] paul cowman strategist paul.cowman@iconmobile.com