mobile marketing daily reporting: T-Commerce has been one of the new buzzwords around devices in recent
months, as early returns show that tablet browsers love to shop and buy
from retail sites when in this
lean-in/lean-back mode. But lest we forget, tablets are themselves media
consumption devices with loads of material to buy and use within the
confines of the multimedia touchscreen gadget. And
Nielsen’s latest research shows how willing we are to spend on content.
According
to the Nielsen Mobile Connected Device Report, music is the content
that U.S. tablet owners are most
willing to buy, with 62% having purchased downloadable tracks for this
device. Not far behind are books -- which 58% of users have bought --
followed by movies (51%).
Magazine publishers that
have been scrambling to build digital editions and business models on
the tablet are aiming for the right audience. Nielsen finds that 41% of
owners have paid for a magazine here. The same number have
acquired TV shows. Sports and news content have attracted 22% and 19% to
buy, respectively. Interestingly, streaming radio has been bought by
more than a quarter of tablet owners.
The U.S.
tablet user is, across the board, more willing to pony up cash for
content on these devices. Across almost every category, willingness to
pay is much higher than among tablet audiences in Italy, the
UK and Germany. Most telling, however, is the value placed on premium
news content elsewhere. While that category is among the least popular
in the U.S. as a paid service, it is the most popular in
the other countries. In fact, in Italy 44% of tablet users are paying
for news.
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