The Economist says the future of media’s in tablet form
Here is a great presentation via Piaras Kelly delivered (I assume) by the Economist’s CEO, Andrew Rashbass, in November last year on how media consumption habits are changing from print to PC to tablet form. The presentation focuses predominantly on how the Economist is adapting to tablet (iPad) use and has defined this phenomenon as ‘lean back media.’
Some interesting take-aways:
- A Conde Nast survey in 2010 found that print users spend an average of 45 minutes with an issue each month. Readers using an iPhone or iPad users spent 160 minutes.
- Around 70% of respondents to an Economist research piece with Pew use their tablets while watching TV. Around 58% use it while in bed.
- Tablet sales are forecast to reach 326m by 2015 and 104m at the end of 2012
- Over 50% of the Economist’s US readers own a tablet or e-reader or intend on buying one in the next 12 month
The Economist is quite clearly heavily invested in the tablet. A recent interview with its editor, John Micklethwait, in the London Evening Standard illustrates this where he says it’s a “game-changer.”
Lean back media: the shock of the old
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For additional reading my Slideshare presentation on why the Economist is bloody brilliant.
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Stephen Davies : Digital Comms Professional : Trainer : Consultant
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