Tablet Market Update

© 2012 Forrester Research, Inc. Reproduction Prohibited1 © 2009 Forrester Research, Inc. Reproduction Prohibited

Tablet Market Update

Sarah Rotman Epps, Senior Analyst

Prepared for the MPAMay 22, 2012

© 2012 Forrester Research, Inc. Reproduction Prohibited2

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

© 2012 Forrester Research, Inc. Reproduction Prohibited4April 2012 “Tablets Will Rule The Future Personal Computing Landscape”

53% of tablets in 2016 will be iPads


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

Lenovo IdeaPad “Yoga”


To succeed, tablets need a great marketplace

Nook TabletAmazon Kindle Fire


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

Image source: play.google.com


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





Agenda


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


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

Source: Martha Stewart Living app for iPad


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

Source: Better Homes & Gardens app for iPad


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

Source: Atomix Mag, Gourmet Live apps for iPad


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





Agenda


Magazines’ future: Convergence with…

Commerce TV Productivity


Magazines already face competition from retailers


Magazines already face competition from retailers

Source: Net A Porter Magazine app for iPad


TV networks produce content that’s strikingly magazine-like

Source: Food Network Cupcakes! app for iPad


Magazines experiment with productivity apps

Source: IdeaFlight app for iPad


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

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you/Q&A

Sarah Rotman Epps+1 [email protected] @sreppswww.forrester.com

Tablet Market Update

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