Users of the iPad and iPhone
mobile devices, based on the iOS platform, tend to be younger and wealthier than typical mobile subscribers, according to a recent survey by The Nielsen Company
. Only about 15% of iPad users are more than 56 years old compared to 33% of all mobile subscribers. However, while more than 10% of both iPad and iPhone users are 18-24, compared to less than 10% of all mobile subscribers, the most substantial difference occurs in the 25-36 age bracket. About 40% of iPad users and 30% of iPhone users fall into the 25-36 category, compared to about 20% of all mobile subscribers.
How Engaged? Tips to Up iPad Ad Interactivity Even More
Early advertisers on the iPad – Target, Dove and Ford Lincoln – all sounded the same trumpet call: their iPad campaigns had higher levels of user engagement than their online campaign counterparts. Since then research firms have been scrambling to quantify just how much more engaged iPad users are with advertisers. New figures come from Mobclix, which just launched the Mobclix Index, a new monthly series of infographics that aims to shed more light on the constantly shifting mobile ecosystem. Platforms including Apple‘s iPhone and iPad, Google Android, Research In Motion‘s BlackBerry and Windows Mobile 7 will be highlighted. Based on advertising data resulting from the total number of iPad ads served by Mobclix (300 million impressions per month on average), the Index finds that, yes, there is increased engagement on gaming apps played on the iPad versus the iPhone.
Ah, Second Life
. Unfortunately, it ain’t what she used to be. The brands all left, there have been more than a few virtual scandals in recent years, user numbers have fallen off (as have staff numbers, after a 30% staff layoff) and the newest official Linden Labs
viewer software didn’t exactly get rave reviews. However, there is still a relatively large and loyal SL contingent that is eager to access their digitized world wherever and whenever they can. Enter the Pocket Metaverse iPad App for Second Life
. Some people have been begging and pleading for a reliable Second Life viewer for the iPhone
since day one. Those same people really began clamoring for something more mobile when the iPad came on the scene. Pocket Metaverse Pro ($2.99) is just that app. With versions for the iPad and iPhone (and free versions to boot), Pocket Metaverse is more than adequate for accessing Second Life and other similar Open Grid virtual worlds while on the go.
Not everyone’s a fan of SL though, notably the good people of Tameside, whose Council just scrapped a £36,000 virtual town hall in Second Life. Tameside Council, in Greater Manchester, ‘rented’ an island in the virtual world of Second Life and built a computerised town hall, hoping it would encourage users to access local authority services. But the project has been abandoned after council chiefs admitted they could not justify the cost.
IT council chiefs ditch Sadville after splurging £36k (go.theregister.com)
Council scraps £36,000 virtual town hall in Second Life (telegraph.co.uk)
Council’s £36,000 on ‘virtual’ HQ (thesun.co.uk)
Linden Lab guns for service-based Second Life viewers (massively.com)
Linden Lab Fail. (rcaston.com)
Second Life Owner Linden Lab to Lay Off 30% of Its Workers (dailyfinance.com)
Apple unveils iAd
Apple has revealed details of its new mobile advertising platform, allowing advertisers to run campaigns that “combine the emotion of TV with the interactivity of the web”, as the company targets delivering one billion ad impressions a day. The platform, called iAd, will be pre-installed in the new iPhone 4.0 operating system, set to be released this summer, and will give advertisers the ability to run full-screen video and interactive ad content without requiring the user to navigate away from an app.
What iAd Won’t Do For Marketers
For online marketers, there is a lot to like about Apple’s mobile ad platform, the iAd: an ad that stays inside the app doesn’t force the consumer to choose between the app or leaving the app to satisfy a passing curiosity about an ad (and guess who usually wins in that scenario).
announced this morning that it sold more than 300,000 iPads on opening day. The comprehensive number includes pre-order pickups, deliveries to channel partners and walk-in sales at Apple Stores. Additionally, customers went home and downloaded more than 1,000,000 apps (oh, it’s on) and 250,000 ebooks.
The underlying problems, things like the lack of multitasking, expandability, the anemic iBookstore
selection–all that stuff has been covered in the initial reviews. It’s something else entirely to actually have an Apple iPad in your hands, playing with it–you’ll discover quirks that only come from use, and the Internet community has been very vocal about them.
Here are some examples of the ways our Most Innovative Companies are taking advantage of Apple’s new tablet.
Even though the iPad looks like an iPhone built for the supersize inhabitants of Pandora
, its ambitions are as much about shrinking our laptops as about stretching our smartphones. Yes, the iPad is designed for reading, gaming, and media consumption. But it also represents an ambitious rethinking of how we use computers. No more files and folders, physical keyboards and mouses. Instead, the iPad offers a streamlined yet powerful intuitive experience that’s psychically in tune with our mobile, attention-challenged, super-connected new century. Instant-on power. Lightning-fast multitouch response. Native applications downloaded from a single source that simplifies purchases, organizes updates, and ensures security. Apple has even developed a custom chip, the A4, that both powers the machine and helps extend its battery life to 10 hours. The iPad’s price puts it in the zone of high-end netbooks: $500 for a basic 16-gig, Wi-Fi-only model.
Before the iPad was launched, most of the information we had about the device was provided by Apple and a few trusted partners. With it now in stores, consumers and business can see for themselves what there is to like about it – and what is missing. For the most part, marketers’ business case for the iPad – eventual large scale adoption because of the Apple name, the promise of iPad apps etc – appears to hold true, according to the numerous reviews that ran this weekend. That said, there are some missing features and functionality with the iPad that should give marketers pause.
- Apple understates iPad demand (go.theregister.com)
- Apple Sold 300,000 iPads on Launch Day. Most Buyers Owned Macs (shoppingblog.com)
- Users experiencing iPad technical issues (infoworld.com)
- Apple sells 300,000 iPads on Saturday alone (network.nationalpost.com)
- Apple sells 300K iPads on first day (seattlepi.com)
- Apple sells 300,000 iPads on its first day in U.S. (mobile.venturebeat.com)
- Apple sells 300,000 iPads in first day (macworld.com)
- iPad Is A Hit: Over 300,000 iPads, Over 1 Million Apps, 250,000 iBooks Sold On First Day (lockergnome.com)
- Apple iPad’s real test still to come (financialpost.com)
- Only 300,000 iPads Sold On Day One, Apple Says (AAPL) (businessinsider.com)
- Weekend Box Office: iPad vs. the iPhone 3G (gigaom.com)
VW 2010 GTI
AKQA San Francisco did a good (if predictable) job avoiding TV spots for the 2010 GTI launch. You have to admire any digital agency that could pull this off – I couldn’t imagine many of the others doing it – even AKQA’s other offices.
They need to buff up their rationale for using the iPhone though – it comes across as tactic first (an iPhone app!) and post-rationalized strategy after. I wonder if the channel choice was a client mandate (in a Volvo S-60ish way) or an agency initiative? They also talk about “80% increases” in enquiries without showing a comparison, which makes it meaningless.
The app/ game itself was made by Aus-based Firemint.
Blah blah blah. All in all a good effort though, but more strategy please.
It’s clever of AKQA to promote the campaign within FB itself and encourage people to fan their brand through the video clip
Volkswagen ‘launches’ the 2010 GTI on the iPhone with Real Racing GTI game (mobilecrunch.com)
Volkswagen Launches New Car Through iPhone Game [IPhone] (kotaku.com)
Volkswagen Becomes First Auto Manufacturer To Launch a Car Exclusively on a Mobile Device (slumpedoverkeyboarddead.com)
VW 2010 GTI – mobile car launch through the itunes App store (nickburcher.com)
Blue Plate Special: Real Racing GTI For iPhone/Touch (geardiary.com)
Volkswagen launches free version of Real Racing to promote 2010 GTI (tuaw.com)
New VW GTI Launched With iPhone App, Mazda Diesels Could Come To U.S.: Today’s Car News (blogs.thecarconnection.com)
iPhone, Verizon Lead in Smartphone Satisfaction
Despite the traditionally high Blackberry penetration among business users, smartphones with more consumer-oriented functionality – such as the iPhone, Google’s Android and Palm Pre – score the highest in a customer satisfaction study (pdf) from CFI Group. The CFI Group Smartphone Satisfaction Study, based on surveys of more than 1,000 US smartphone users, also found little relationship between smartphone satisfaction and consumer satisfaction with network provider. Verizon and T-Mobile get top scores for satisfaction in this category, despite the fact that the iPhone is exclusive to AT&T.
MIT’s Media Lab has designed a way to help you understand the economic and ecological implications behind different products you buy–it’s an interactive map that displays where each component came from. Specifically designed to be a “collective tool for transparency and sustainability,” SourceMap’s intended to demonstrate how important supply chains are, and what the consequences of each part of the chain work out to be. It’s set up like a social network, so that anyone from producers to end-users can take part (as long as you’re a registered member). Check out the demonstration video to get a better insight:
The hype around the iTablet is reaching a fever pitch with the Kindle
increasingly looking like yet another example of Apple
roadkill. If Apple
can consume 32% of the profits in the mobile phone biz in less than three years, it should be no problem to swallow the nascent e-reader business in one quick bite. No sooner had Jeff Bezos
graced the cover of Fast Company than the Kindle was pronounced dead by the digiterati (actually, it was “Kindle in Danger of Becoming E-books’ Betamax
,” according to Brett Arends in the Wall Street Journal
). With competition for e-readers heating up, will Jeff be able to defend his walled garden from rivals inside and outside the category that he built?
Palm Pixi v iPhone
Palm‘s Pre was heralded as a potential iPhone-killer well ahead of its launch, but in the end it didn’t quite deliver. Its performance was slightly ahead of the iPhone 3G, but lagged behind Apple’s revamped iPhone 3GS (aided in part by Apple’s enhanced iPhone firmware which works on all its smartphones). Then we heard rumors that Palm was working on another webOS phone, but it had possibly been delayed due to poor Pre sales. That phone was codenamed Eos and Pixie, and it’s turned out to be the new Palm Pixi–a candybar phone with much simpler design than the Pre. So much simpler, in fact, that it’s probably fairer to compare the Pixi’s performance to the older iPhone 3G–which is still on sale, and is Pixi’s closest competitor. Pixi’s less capable than the Pre, and priced more cheaply, and it makes even more sense.
Report: Steve Jobs concentrating on tablet (news.cnet.com)
Steve Jobs is Hard at Work on Apple Tablet (shoppingblog.com)
Analyst: iPhone secure against competitors, AT&T not so much (venturebeat.com)
iPhones Overload AT&T’s Network, Angering Customers
“Slim and sleek as it is, the iPhone is really the Hummer of cellphones. It’s a data guzzler. Owners use them like minicomputers, which they are, and use them a lot. Not only do iPhone owners download applications, stream music and videos and browse the Web at higher rates than the average smartphone user, but the average iPhone owner can also use 10 times the network capacity used by the average smartphone user. “They don’t even realize how much data they’re using,” said Gene Munster, a senior securities analyst with Piper Jaffray. The result is dropped calls, spotty service, delayed text and voice messages and glacial download speeds as AT&T’s cellular network strains to meet the demand. Another result is outraged customers.”
Photo: Eric’s iPhone