Posted by:Shyam Sundar October 29th, 2011

Ever since iPad launched in 2010, media consumption on tablets has been on the upswing. The graph has only gone up higher with the release of multifarious tablets through 2011, based on Android, QNX, and webOS operating systems. While the tablets themselves have seen varying degrees of success, they have all contributed to the growth in digital media consumption.

According to a consumer survey conducted by FTI Consulting, Inc., tablet users are not only enthusiastic consumers of digital media but also open to paying for subscriptions. The study reveals that only a small percentage of consumers who get their news online are willing to pay for the service while 53% of tablet consumers are amenable to paid subscriptions if they apply to both print and digital versions.

Tablet users were also more eager to upgrade TV or satellite subscriptions to get more out of their tablets versus non-tablet users. A good percentage of tablet users in the 18-24 age group cut down on DVD purchases, rentals, and theatre because of streaming video and movie rental services available on tablets. More than 50% of tablet users were willing to pay for music if it was made available to all the devices they own.

These are important statistics for media providers, opening a big window of opportunity to woo consumers. The right combination of price, content, and value can help media companies and content production companies generate revenue.

The report reveals that tablets are the preferred device for consuming media versus smartphones, laptops or desktops. Reportedly, smartphone users access media many times during the day for short spans while tablet users come less often but spend more time per session.

Print media has been most hit by the evolution in digital content. The loss can be mitigated somewhat if these companies focus on what tablet consumers look for in content and entice them with value propositions. A good strategy is to provide more value to subscribers over free users.

Farsighted media companies jumped on the mobile bandwagon some years back, starting with simple text messaging and alerts, then websites, and finally mobile apps for smartphones and tablets. Mobile apps offer attractive incentives for users such as touch interaction, rich graphics, videos, 360 degree imagery, and real time connectivity on the go.

Bigger screens work well for advertisers too, giving them more space to talk about brand value. It widens the creativity scope. Most tablet ads are sourced from print activation teams at agencies.

Some popular iPad media apps include Flipboard (for news, videos, photos, social media updates including Twitter, Facebook, LinkedIn, Flickr, Google Reader, etc.), Zinio (for magazines), and others. Recently, Android tablets got the SlingPlayer app for streaming TV. Other apps include MoboPlayer (media player for most file formats), Ustream (for live videos), IMDb (for TV shows, etc.), SoundHound (for music), and more.

There’s no doubt that tablets are changing the game for media companies. With the right moves, content providers can leverage on this advantage and expand bottom lines.

So, eager to learn why your business MUST take notice of Mobility ? Or want to decide which app is a right fit for your business? Download your choice !

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