Faculty In my few months investigating how we read the newspapers in the tablets. Worldwide brought to light the results of the early work, mostly focused on the ad.
One of them, prepared by Alex Wang, University of Connecticut, comparing the same notice published in the printed and Wired iPad. Wang concludes that interactive ads tend to generate greater commitment, understanding the message and intent to purchase ads in the print publication. Another
study, that conducted by Time Inc., Interpublic, Universal McCann and EmSense (the now famous neuromarketing company), was quick to point out that the best ads for IPAD should be clean and emotional, without much complexity. Affinity
, the audience control company, developed other similar research to confirm that the advertisements in the print edition of Sports Illustrated were recalled 21% and caused a 34% more positive reactions (clicks on the web, better views, etc). The percentage of readers who visited the company's Web site after seeing the announcement in a iPad almost twice as many readers of the print ad. Meanwhile, GfK MRI, another research firm hearings, working in similar directions.
But without doubt, one of the most striking is the studies developed by Crispin Porter + Bogusky (CP + B) in cooperation with Bonnier. According to the paper, the behavior of users of tablets is evolving very rapidly (and will do so in the next months, sure, to the extent that we become more familiar with the device), but for now the first peculiarity is that respondents did not consider that they were not reading, or surfing, or playing, but simply using the iPad. Even one of the focus group suggested the need for a new term: "iPadding (iPad"?).
The study identifies a new process in making decision iPad read a magazine about it on paper. Is no longer read for a moment of relaxation or seeking specific information, but first you take the IPAD and only then deciding what to do with it. Personally I am sure this process is temporary, but while it lasts, the editors should think in terms of attraction of the apps in the store as one thinks in terms of covers to attract the eye at the newsstand. Weird
Other findings of the study are, for example, that people feel proud of their selection and collection of applications in the iPad, we teach them to users, we identify in some way and are also taking some private sense. And is that the tablets are gaining a high personal component, like cell phones: do not like to share (I know families where there are fights in the classroom). The study raises it as an opportunity: how can we create experiences that enhance user identity that feeling? Can incorporate ways to allow users to customize their own experiences?
More findings: tablet users still read paper magazines, do not eliminate impulse purchases at the newsstand and the paper has more calmly to the beach or gym. A recent survey by Popular Science showed that 32.9% of people had downloaded the application also bought at the kiosk.
People appreciate the aesthetic and ads when relevant to the topic of the magazine thus accept them as a positive part of the experience of the reader. Of course, confusion often arises between editorial content and advertising. Also, magazines often open the door to exploring the web and like least when the door opens to a dead end. They do, of course, pop-ups or interruptions in reading but they appreciate the extra content online that allows them to delve into issues that interested them. Undoubtedly one of the most attractive to us, that we focus more on news content than advertisers.
Bonnier R & D and CP + B and their work will move forward in research prototypes ad. We make prototypes of newspapers and eyetracker. And the first test are not saying still affects us too the device. Let's wait few more months, maybe a few years because we're only beginning to detect peculiarities.
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