IDAOS

The agency Fullsix just revealed the results of its study on the iPad has two big advantages. It establishes a goal on the first barometer using this media in France and the sudden twists to conventional wisdom. Among them, the idea that it is a mobility tool or a tool used for business purposes. 400 000 people in France have purchased an iPad. Off-record, the optimistic scenario Apple provides up to 600 000 units sold in 2010. Globally, sales are estimated at 7.4 million .

The iPad is marginal and I think that it is too early to incorporate a media mix. It must be further processed independently as a true vector image. It renews the relationship of the user to the object. The implication is also stronger on the iPad on the computer. In its use, it fits very well in the consumer "media snacking" began 20 years ago by zapping television.

How brands might use the iPad?

So I see four main uses for brands and advertisers:

• Create its own consumer application: Nike, Coke, Vans. In e-commerce, Best Buy, Toys R Us (it comes out for Christmas), Gap. The customer experience is superior, but the offer "product" more limited. The client is returned to the website e-commerce when it seeks to obtain more choice "product."
• Create its own application vendor, a model B2B2C. Examples: BMW or Mercedes. It is a growing uses for presenting a product point of sale, for example a car auto show, furniture, etc. ... The iPad adds value to the customer experience and break down barriers between sales force and consumer. If the cost of the iPad may be important for an individual, it is much less when it comes to equipping the sales force.
• Optimize his own site: Suzuli, Acura, Gucci . This is to ease the Flash site and integrate more content "rich media".
• Make an advertising campaign in applications iPad: McDonald, Jeep, Ikea free books on design, layout.

The study responds to a waiting Fullsix advertisers

Objective data exist in the United States, see Business Insider or Resolve Market Research . In France, however it lacked a study - which I remind the methodology at the end of ticket - and that is this observation that Fullsix took matters into their hands. Browaeys Anne , its CEO told me:

Our customers always asked the question of use of the iPad and we could not respond other than by our intuitions. So we launched the first study on the subject in France.

Well done. What broad lessons can one draw?

Target iPad

The profile of users iPad is quite similar to that of Internet users from 2000-2001. This is an urban population belonging to the AB + 60%, 16% cons-CSP and 24% inactive. Men are the majority at 69% against 31% women. The use of the iPad homes is not restricted to the buyer 66% of iPad are used by more than one person. There are 2 users on average per household.

On average, these users spend two hours a day on the iPad and 64% use it between 1am and 3am. With a battery that can last up to 14h, this means leave it on the coffee table a week. The time spent on the iPad is taken away from other tools: the computer 56%, 39% press, television and mobile services 34% 31%.

Practice with the iPad

The primary use of the iPad is related to leisure, and is at home. Finally, its use is quite similar to that of newspapers and magazines: mainly in bed in her living room, or "elsewhere" in another room.

This is not a tool used mainly in mobility. Subscriptions offered by operators Orange, SFR and Bouygues, who waited patiently to see the evolution of this market are too high. We therefore expect the packages that will accelerate the take-off.

The use of the iPad is mainly oriented Internet: 91% of iPaders surf the Internet, 86% on social networks, 83% use the news and 82% of their emails. Users accessing services to 49% by the search engine Safari and 51% by applications.

Applications and returned with the iPad?

Nearly 40,000 applications are already available and among them the books and games. Some were made ​​specifically for the iPad, other applications are provided with an iPhone compatible version. 51 apps are loaded on average over the iPad for an installation cost of 46 € on the AppStore. 6% spend over 100 €.

Per month, IPAD spends an average of 27 €, an allocation of 12 € and 15 € on iTunes AppStore.

The top of the applications used in France: Facebook, iBook, Flipboard, Pages, The World, Angry Bird and Wired.

Asked what his users would not with the iPad, 1 in 2 responds "call", 1 in 4 "to work on digital tools, such as Word or Excel," 1 in 5 "read a book" or "watch TV". The averse eBook is probably due to lag in terms of maturity still present between the French and American targets.

Only 11% of users say they do not want to do online transaction which is positive in terms of opportunities for e-commerce.

The real issue: the advertising market on the iPad

In conclusion, the issue is not that the turnover generated by the tool, but also on the mobile advertising market.

We can anticipate two advertising models iPad: the first classic of the type "banner" takes the user out of the application. The second is a model InApp "within the application, which is my point of view that has the most potential.

The board of Apple, iad , took a bit late to rival that of Google ( Admob , bought by Google in November 2009). No doubt the two giants have not finished a fight, not to mention Microsoft.

Study Methodology Fullsix / Oto Research

The survey was conducted by OTO Research , Institute for the Study of Fullsix. 600 questionnaires were submitted via Facebook and Panel One, 270 proved to be relevant. The recruitment technique for the introduction of the sample was as follows: community "iPaders" on Facebook or banners and emails inviting them to participate in the study.