{"id":7175,"date":"2012-07-20T14:55:20","date_gmt":"2012-07-20T14:55:20","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/2012\/07\/20\/the-additive-effect-of-tablet-reading\/"},"modified":"2012-07-20T14:55:20","modified_gmt":"2012-07-20T14:55:20","slug":"the-additive-effect-of-tablet-reading","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2012\/07\/20\/the-additive-effect-of-tablet-reading\/","title":{"rendered":"The additive effect of tablet reading"},"content":{"rendered":"<p>In little more than two years, the tablet has gone from an early adopter\u2019s \u201cmust-have\u201d to an increasingly common device for consumers, even for those who consider themselves less tech-savvy. Think about it: it was only in 2010 that Apple launched the first iPad, essentially marking the birth of the tablet for the mainstream consumer. There are now variants from dozens of manufacturers available in the global marketplace, and the number of devices continues to grow as products evolve. According to recent Nielsen surveys, a significant percentage of Americans and Europeans now own tablets.<br \/>\nBefore owning a tablet, I was reasonably content using a combination of mobile phone and laptop, and reading books the traditional way. Today, I go from board meetings where everyone is using a tablet, to planes where everyone must turn off their \u201cbooks\u201d for take-off \u2013 isn\u2019t that ironic?<br \/>\nI now graciously accept my appointment to the list of people who truly <em>can\u2019t imagine living without their tablet<\/em>. The convenience alone speaks for itself. I am constantly watching video, reading the news, looking up recipes and sending emails \u2013 all on my tablet. I love nothing better than curling up on the couch on a rainy weekend and doing a little digital exploration. Tablets enable discovery, they let me look for new content, new ideas and new experiences\u2026and they let me share them with others in environments that don\u2019t require desks, suits and office chairs. My tablet is rarely far from my side \u2013 and that\u2019s just the point. It enhances my interaction with family, friends and colleagues. I also love that it happens to be home to my somewhat scattered taste in music!<br \/>\n<a href=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/children-tablet.png\"><img loading=\"lazy\" decoding=\"async\" title=\"children tablet\" src=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/children-tablet-269x300.png\" alt=\"\" width=\"269\" height=\"300\" \/><\/a>And it\u2019s not just adults using tablets for themselves: seven out of 10 tablet owning adults with children say their kids use the devices as well.<br \/>\nIn my case, the kids seem to delight in adding applications, movies and TV shows to my tablet! They so naturally interact with it, it\u2019s remarkable. They\u2019re the embodiment of the now common notion that people will gravitate towards the best available screen. If we\u2019re travelling, the best available screen is often my tablet, so sometimes it\u2019s a battle to retain control!<br \/>\nThe rapid of adoption of tablets in the US and Europe portends well for other parts of the world. Globally, tablet ownership stands at just 12 per cent, suggesting tremendous growth opportunities for the devices in the years ahead, especially in places such as China, where mobile devices are already the preferred vehicles for accessing the Internet.<br \/>\nWill usage patterns be similar? That remains to be seen. But the US and some European countries already present similar patterns, particularly when it comes to simultaneous usage, that is, using tablets at the same time as using other media, such as watching TV.<br \/>\n<a href=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/second-screen.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"second screen\" src=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/second-screen.jpg\" alt=\"\" width=\"571\" height=\"421\" \/><\/a><br \/>\nThe big question some analysts pose is what platform will lose users with the rise of tablets. At this point, the answer is \u201cnone.\u201d Thus far, research has found that new devices generally have an additive effect on media usage, i.e., consumers have an insatiable appetite for content and use different devices when and where they are most convenient. A study Nielsen conducted late last year in Hong Kong clearly illustrates how mobile phones and tablets fill different roles for users there. Mobile phones are for communication and information on the go, while tablets also fill those roles but also provide a vehicle for gaming and e-commerce.<br \/>\n<a href=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/usage.png\"><img loading=\"lazy\" decoding=\"async\" title=\"usage\" src=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/usage.png\" alt=\"\" width=\"564\" height=\"378\" \/><\/a><br \/>\n<strong>Why the tablet is significant<\/strong><br \/>\nPart of the ongoing discussion about online and mobile content has been the challenge of monetizing it. How can content developers make money on their products which were in many cases previously available to consumers for free? Here\u2019s where tablets provide an answer: most US tablet owners have already paid for downloaded music (62%) and books (58%) to use on their device. Approximately half have paid for movies (51%). Among European countries, Italians are the most willing to pay for media content for their tablet. News is the top content category among the European tablet owners surveyed: 44 per cent of tablet owners in Italy, 19 per cent of tablet owners in the UK, and 15 per cent of tablet owners in Germany say they have paid for tablet news content.<br \/>\n<a href=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/paid-content-tablet.png\"><img loading=\"lazy\" decoding=\"async\" title=\"paid content tablet\" src=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/paid-content-tablet.png\" alt=\"\" width=\"441\" height=\"542\" \/><\/a><br \/>\nTablets also are playing an increasingly important role in e-commerce. While smartphones tend to be used by consumers to locate physical stores and for mobile coupons, tablets are the preferred vehicle for doing research about products and making actual online purchases.<br \/>\nThe secret of the tablet\u2019s success is that it is successfully bridging the gap between the laptop and the smartphone. It has much of the power and larger screen of the former in a form that is closer to the latter. That combination of form and function has created an ideal platform for delivering and consuming content at home and on the go in a way that increasing numbers of people are willing to pay for.<br \/>\n<a href=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/shopping.png\"><img loading=\"lazy\" decoding=\"async\" title=\"shopping\" src=\"http:\/\/cdn.economistgroup.com\/leanback\/wp-content\/uploads\/2012\/07\/shopping.png\" alt=\"\" width=\"514\" height=\"542\" \/><\/a><br \/>\n<strong>Where do tablets go from here?<\/strong><br \/>\nWill tablets continue to be all the rage five years from now? Beyond personal usage, tablets are showing up in numerous commercial environments, from restaurants and shops, to schools and hospitals. To me, it is that level of adoption and ubiquity that defines a real game changer, and leads me to consider getting more tablets in my house, as I now need to pry mine back from my kids!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In little more than two years, the tablet has gone from an early adopter\u2019s \u201cmust-have\u201d to an increasingly common device for consumers, even for those who consider themselves less tech-savvy. Think about it: it was&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-7175","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The additive effect of tablet reading - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2012\/07\/20\/the-additive-effect-of-tablet-reading\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The additive effect of tablet reading - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"In little more than two years, the tablet has gone from an early adopter\u2019s \u201cmust-have\u201d to an increasingly common device for consumers, even for those who consider themselves less tech-savvy. 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Farkl\u0131 \u00fcniversitelerin farkl\u0131 fak\u00fcltelerinde \u00f6\u011fretim g\u00f6revlisi olarak bulunmu\u015f olan \u00dcnald\u0131; \u015fu an teknoloji ve pazarlama konular\u0131 ba\u015fta olmak \u00fczere bir\u00e7ok alanda hizmet veren Unaldi Consultancy\u2019nin kurucusudur. \u2028Selin \u00dcnald\u0131 ile evlidir. Su ve Toprak isminde iki \u00e7ocu\u011fu vard\u0131r.","sameAs":["http:\/\/atif.unaldi.org\/blog","https:\/\/www.facebook.com\/atifunaldi","https:\/\/www.instagram.com\/atifunaldi\/","https:\/\/www.linkedin.com\/in\/atifunaldi","https:\/\/x.com\/https:\/\/twitter.com\/atifunaldi","https:\/\/www.youtube.com\/c\/atifunaldi","https:\/\/soundcloud.com\/atif-unaldi","https:\/\/atifunaldi.tumblr.com"],"url":"http:\/\/atif.unaldi.org\/blog\/author\/atifunaldi\/"}]}},"jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/7175","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/comments?post=7175"}],"version-history":[{"count":0,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/posts\/7175\/revisions"}],"wp:attachment":[{"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/media?parent=7175"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/categories?post=7175"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/atif.unaldi.org\/blog\/wp-json\/wp\/v2\/tags?post=7175"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}