iPad: Primary Entertainment device - Tablet TV Apps opportunities

written by: Gianluigi Cuccureddu

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Published on Monday, 30 August 2010 20:55

Tablets are diffusing as media consumption devices researches are conducted where the tablets fit in, how they're used and for what kind of content.

eMarketer's research has shown that 24% of iPad owners in the UK uses their iPad as primary entertainment device.
The iPad/tablet is ahead of TV and only 9% behind the laptop/computer.

The other outcome is that iPads are used for content consumption, rather than content creation.
This is interesting news for advertisers, content creators and revenue models/streams in general, for having a device that is adopted this far by end-users.

What is the iPad used for? eMarketer reports:

The iPad was considered the No. 1 delivery method for newspapers and magazines, and its popularity for books was even greater: 41% of iPad owners preferred to read on the device, vs. 36% who liked hard copies better. iPads were also the top gaming device for owners of the tablets, beating out consoles by 2 percentage points.

These outcomes have several opportunities which can persued.

First, content creators need to be sure their content is compatible and optimized for a multitude of devices and screens.
In previous articles by AppMarket the abovementioned trend and tablet-usage are sustained.
From a content point of view, creators need to look at crossmedia and transmedia concepts, using the tablet as a viable entry-point in the story.

Research by Ericsson's ConsumerLab has shown that the tablet is also a potential candidate for users to function as the remote control.
37% of the respondents have shown interest in using it as a remote.
This could decrease the need of an extra and specific remote device, not having to worry about product- and market development.

A multi-functional device as the iPad/tablet has potential to accelerate (two-screen and Social) TV experiences, providing users a mean to consume and control TV.
Developers must start looking at the potential market for iPad/tablet TV apps, it's an early and rising market, yet to be conquered.

What is your preferred usage of the iPad/tablet?
Which of the two (TV screen or remote) do you think will have the most compelling proposition?