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

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.