tablet market update

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Tablet Market Update

Sarah Rotman Epps, Senior Analyst

Prepared for the MPAMay 22, 2012

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How is the tablet market evolving?

How are magazines using tablets to engage customers?

What is the future of magazines on tablets?

Agenda

© 2012 Forrester Research, Inc. Reproduction Prohibited3April 2012 “Tablets Will Rule The Future Personal Computing Landscape”

One-third of Americans, and 760 million people globally will own a tablet in 2016

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53% of tablets in 2016 will be iPads

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Tablets will soon broaden to include “touch-plus” PCs running Windows 8

Lenovo IdeaPad “Yoga”

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To succeed, tablets need a great marketplace

Nook TabletAmazon Kindle Fire

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Google Play is an improvement over Android Market, but Google has more work to do

Image source: play.google.com

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What it means for you

Tablets are reaching a scale that can’t be ignored

Tablets will be multiplatform but dominated by Apple through 2016

Other winners will be marketplace-centric platforms like Amazon

Your tablet strategy should prioritize iPad first, but scale across devices and platforms

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How is the tablet market evolving?

How are magazines using tablets to engage customers?

What is the future of magazines on tablets?

Agenda

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Magazines replicate and extend content in the short term, while investing in long-term transformation

Replicate Extend Transform

Transfer existing content assets to tablets

Enhance existing assets with additional functionality

Invent new content, functionality, or process for the device

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Digital editions replicate print content—and can now count toward your rate base

Source: Martha Stewart Living app for iPad

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Touch, video, cameras, and other device capabilities extend your content beyond the print replica

Source: Better Homes & Gardens app for iPad

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Transformative apps break away from the print metaphor—often because there’s no print reference

Source: Atomix Mag, Gourmet Live apps for iPad

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What it means

It’s ok to seize low-hanging fruit by replicating and extending existing content assets

Transformative apps get beyond the print magazine, and will require new processes and a new approach to content production

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How is the tablet market evolving?

How are magazines using tablets to engage customers?

What is the future of magazines on tablets?

Agenda

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Magazines’ future: Convergence with…

Commerce TV Productivity

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Magazines already face competition from retailers

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Magazines already face competition from retailers

Source: Net A Porter Magazine app for iPad

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TV networks produce content that’s strikingly magazine-like

Source: Food Network Cupcakes! app for iPad

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Magazines experiment with productivity apps

Source: IdeaFlight app for iPad

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Key takeaways

Tablets are growing quickly and will reach one-third of US adults by 2016– 760 million people worldwide will use a tablet in 2016

You need a multiplatform approach to tablets—Apple will dominate but people will adopt tablets on multiple OSes with multiple screen sizes

It’s ok to seize low-hanging fruit first by replicating and extending print and PC assets, while investing in long-term process transformation

Future “magazine” products will converge with commerce, TV, and productivity applications

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Thank you/Q&A

Sarah Rotman Epps+1 617.613.6249srotman@forrester.com @sreppswww.forrester.com