The audience in digital media such as the web is measurable and can
be analyzed far beyond the means of traditional media. It is this aspect
that should be emphasized when constructing revenue models for content
businesses. Instead of the old commodity model in which one audience
member is as valuable as the next, the Affinity Engagement Index (AEI)
model proposes to specifically show how valuable an audience segment is
to an advertiser, in a way that can form the basis for a negotiation
(much in the way that CPMs work now).
The model is based on two critical factors:
The model would create scores for each factor through various methods:
The November 2013 survey from Newsworks, carried out by YouGov, paints an unsurprising portrait. Nearly two-thirds of tablet users in the country said they used email on the devices, and general internet browsing was even more popular.
Playing games was the second-most-popular specific activity on tablets, followed by several other leisure pursuits. Just 6% of respondents said they did “other” things on a weekly basis or more often, suggesting that using tablets as work devices is generally unpopular.
An earlier survey, fielded by Kinetic Woldwide in February 2013, found that UK tablet users most commonly reported using their devices to search for information (89%) and email (80%), followed by playing games (69%) and reading the news (68%)—a similar selection of top activities, though more common overall. This is likely because Kinetic did not ask only about weekly behaviors.
eMarketer estimates that 20.0 million UK residents used a tablet at least monthly in 2013—including people who owned their own as well as those who regularly used a tablet belonging to someone else. By the end of this year, we expect 24.6 million UK tablet users.