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Weekly News Digest

July 14, 2011 — In addition to this week's NewsBreaks article and the monthly NewsLink Spotlight, Information Today, Inc. (ITI) offers Weekly News Digests that feature recent product news and company announcements. Watch for additional coverage to appear in the next print issue of Information Today. For other up-to-the-minute news, check out ITIís Twitter account: @ITINewsBreaks.

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OPA Releases New Study of Tablet Users

The Online Publishers Association (OPA) released a new study, “A Portrait of Today’s Tablet User,” that was commissioned to learn about consumer usage of tablets, content consumption preferences, and implications for advertising on the device. The study found that tablet users view tablets as their preferred reading device over computers and printed media for many types of content, including weather, entertainment, news, sports, and financial information. A copy of the study’s findings is available at http://www.online-publishers.org.

The OPA collaborated with Frank N. Magid Associates, Inc. to conduct this study. Magid fielded a nationally representative online survey of 2,482 people, ages 8 to 64 years old, to evaluate the attitudes and behaviors of tablet owners and users between April 15 and April 20, 2011. The study found that 12% of today’s U.S. online population (ages 8 to 64) currently owns or uses a tablet device and an incremental 11% intend to purchase a tablet device in the next 12 months.

“79% of app downloaders paid for content in the last year, which provides a great opportunity for publishers to generate new revenue streams,” said Pam Horan, president of the OPA. “The study also revealed that consumers prefer content bundling and payment options to buy content through a variety of sources including direct from publishers rather than only through app retail stores.”

Key findings from the study include the following:

  • Today’s tablet users represent 12% of the U.S. internet population ages 8 - 64; that number is projected to grow to 23% by early 2012—a group that represents an estimated 54 million people
  • 87% of tablet users are accessing content and information, the dominant activity for this device
  • 93% of tablet users have downloaded apps; the average tablet user has downloaded 20 apps
  • 79% of app downloaders have paid for apps in the last 12 months; 26% of all apps downloaded are paid
  • On average, those who have downloaded apps on tablets have spent $53 on apps in the past 12 months
  • In addition to iTunes, Amazon and Google, 29% of tablet users would prefer to buy apps from their cable company or internet provider and 25% would prefer to buy their apps directly from publishers

Source: Online Publishers Association



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