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Device Wars: What’s a Publisher to Do with Smartphones, E-Readers, and Tablets?

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Author: Ned May, Vice President & Lead Analyst

Smartphones, e-readers and the iPad are all devices that allow readers to connect with content in new ways. At Outsell we call this emerging experience on handheld devices "the untethered web." Digital content consumption habits for these new devices are not yet formed - experimentation is the norm and uncertainty still surrounds any revenue models that may take hold. This report explores how the handheld device markets are unfolding in unique ways, takes a close look at the devices themselves, and explores them in the context of the opportunities and challenges publishers face. It is based on Outsell’s recent web-based survey of 803 US consumers and interviews with senior executives across publishers and device manufacturers targeting this space. The report includes:

- Analysis of the landscape for handheld devices and a primer on classifying them;
- Outsell data on device ownership in the US, forecast market penetration, and reactions to the iPad;
- A table examining primary attributes of the different devices and analysis of why the opportunity presented by each is unique;
- How advertising is likely to unfold across untethered content;
- Implications and trends for untethered device markets;
- Essential actions for publishers and information providers as they approach this market.


We provide a link to download a PDF at the end of the purchase process.

Pub Date: March 15, 2010
Type: CEO Topic, Market Report
Segments: B2B CF E & T HR ITTRRS LTR MRRS NEWS STM SAS T & C
Keywords: Delivery Platforms and Technologies, Mobile content, Publishing Technology
Pages: 24
Format: PDF Application_pdf


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Download PDF table of contents

Table of Contents

  • Why This Topic?
    1. Methodology
  • The Device Landscape: Making Sense of the Hype
    1. Classifying the Devices: Distinguishing Smartphones, E-Readers, and Tablets
    2. Device Market Outlook: What Installed Base Should Publishers Expect?
  • The Content Opportunity Today
    1. Device Attributes: Why Each Opportunity Is Unique
    2. The iPhone’s Effect: What Changes to Users’ Habits Tablets Might Bring
    3. Advertising Across Untethered Content: How It Is Likely to Unfold
  • Implications for Untethered Device Markets
  • Essential Actions for Publishers
  • Related Research

    • Tables & Figures

  • Figure 1. Untethered Device Ownership in the US, 2010
  • Figure 2. Untethered Device Adoption Rates
  • Figure 3. iPad Reaction by Device Owned
  • Figure 4. Untethered Device Ownership in US by Gender and Age
  • Table 1. E-reader Device Ownership and Average Number of Books Bought Across Gender and Age
  • Figure 5. E-Reader Usage by Duration of Ownership
  • Table 2. Differences Across Primary Attributes of Untethered Devices
  • Figure 6. Handheld Device Task Usage
  • Figure 7. Types of Content Viewed on Handheld Devices
  • Figure 8. Use of New Media in Business to Consumer Advertising
  • Figure 9. Effectiveness of Marketing Tactics for Building or Strengthening Brand Image