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Are Premium iPad Experiences a Temporary Anomaly?

Are Premium iPad Experiences a Temporary Anomaly?. Research Done in Partnership with Hearst’s LMK. LMK connects people to their passions. The LMK Super App. Owned by The Hearst Corporation - Trusted name in News & Journalism News, pics, stats culled from Hearst and 1,500+ Sources

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Are Premium iPad Experiences a Temporary Anomaly?

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  1. Are Premium iPad Experiences a Temporary Anomaly?

  2. Research Done in Partnership with Hearst’s LMK LMK connects people to their passions

  3. The LMK Super App • Owned by The Hearst Corporation - Trusted name in News & Journalism • News, pics, stats culled from Hearst and 1,500+ Sources • Filtered, curated and edited by experts • Updated every few minutes • Each LMK mobile passion contains a customized News, Photo and Data River targeted for each passion

  4. LMK Audience • Fall 2010 launch with substantial marketing campaign and Charter Advertiser integration opportunities • Paid Mobile & Digital Advertising • Social & Guerrilla Media • Hearst-Owned Media (Local TV, Newspaper, Magazines and their websites) • 150m US Smart Phone Consumers • News-Hungry Users • Passionate users = multiple and extended daily engagement • 1st-To-Know & share creates ”Social Heroes” with other ‘Passionates’

  5. Marketing & Partnership Opportunities • Subsidize downloads • Sponsorship • Customer data mining and capture • Couponing • Combining with Hearst 360 programs FREE! from FREE! from FREE! from FREE! from

  6. Research Overview

  7. ''It's like a dopamine squirt to be connected,'' said Dr. Ratey, [Harvard Associate Professor]who compares the sensations created by constantly being wired to those of narcotics – a hit of pleasure, stimulation and escape. ''It takes the same pathway as our drugs of abuse and pleasure. It's an addiction,'' he said, adding that some people cannot deal with down time or quiet moments. Without it, we are in withdrawal.'' The Lure of Data – Is it Addictive; July 6, 2003 2010 Biggest Ideas of the Year #3: Boredom is Extinct

  8. IPad User have a Similar Profile of Content Grazing Get Passion Related Updates Over 10 Times per Day Q.36_1 How often do you get updates on your favorite topics (sports, music, celebrities, hobbies, etc.) on your computer and smartphone?

  9. All Groups Were Interested in a Universal App Interest in a Custom Multiple Passion App Q.28b How interested would you be in an app that allowed you to customize it to follow multiple topics of your choice?

  10. IPad Users Have More Active Apps Q.15 How many apps do you use at least once per month?

  11. IPad User have more Paid Apps 76% 35% 21% Q.15 How many apps do you use at least once per month? Q.16 How many of your apps, if any, do you pay for?

  12. IPad Users Buy More Apps in Almost Every Category

  13. iPad users are 5X more likely to use subscription apps # of Paid Subscription Apps Average # of Paid Subscription Apps 5.9 1.3 1.1 Q.19 How many of your paid apps are subscription based?

  14. IPad Users are Much More Likely to Stop Using a Paid App # of Paid Apps No Longer Used Q.23 How many paid apps have you stopped using?

  15. While IPad Users are Willing to Pay, they Expect Value or They are Gone Top Reasons for No Longer Using an App Q.26 What are the most common reasons why you’ve decided to stop using or paying for an app?

  16. iPad Users Report Fewer Ad-free Apps Q.22 How many of your paid apps contain some type of advertising?

  17. Ipad Users Are More Likely To Pay For Content

  18. The Multi Million Dollar Question:Is the willingness to pay for apps driven by the early adopter audience OR by the form factor?

  19. Thank you! Brian.Monahan@ipglab.com www.ipglab.com

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