Digital Marketing - The iPad Experience

The idea of 'reading' has always been central to concepts for integrating technology with publishing. When it comes to Internet terms, we always mention words like browsing, reading or web pages, as if each HTML page was made of paper. However, Internet browsing has always been an arm's length activity, with a keyboard and mouse separating one from the material one is reading. Even if a person is using a laptop to read, they do not receive the same personal experience that comes with reading a book.

While many people browsed e-books on their computers, the real e-book revolution did not begin till the launch of Amazon's Kindle. While the Kindle did not really resemble a book, it was the same size as a paper-back, which allowed it to easily fit in the hand. Even though navigation required one to press buttons, the Kindle offered people an initial glimpse into how intimate digital media could get. The idea of personal digital content was finally realised when the iPad was launched. Unlike previous devices, the iPad has no wires or other barriers, allowing users to actually curl up with a movie or book.

According to a digital marketing study published by The Atlantic, about one-fourth of respondents had more than one iPad in their household. Another important digital marketing statistic is that 60 percent of iPad users feel that their usage has risen, since they first experimented with the iPad. While most people used their iPad primarily for surfing the Internet and sending email, the iPad is also being used for gaming, viewing videos and using other apps.

The most surprising statistic of this digital marketing survey was that 72 percent of respondents reported that they use their iPads for reading books. This is important because when you combine the number of people using the device for reading with those using it for web browsing, it is clear that the iPad offers a dream digital 'book-like' experience. The intimate nature of this experience offers a new digital marketing paradigm for interacting with potential consumers.

The growing popularity of the iPad means that consumers will have greater access to digital marketing content both today and in the future. This means that digital marketing professionals need to prepare to change their digital marketing strategies, to ensure that their clients benefit from the growing use of new technology.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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