OPA Study Reveals Attitudes of Today’s Tablet User

In its Second Year, Study Finds Accessing Content Continues to be the Dominant Activity; Tablet Advertising Driving Strong Purchase

New York, NY − June 18, 2012 − The Online Publishers Association (OPA) has released “A Portrait of Today’s Tablet User – Wave II,” a study unveiling a range of trends on the attitudes and behaviors of tablet users. Accessing content and information was found to be the dominant activity on the device (94%), followed by accessing the internet (67%) and checking email (66%). The study also revealed that tablet users’ primary content-related activities include: watching video (54%), getting weather information (49%), and accessing national news (37%) and entertainment content (36%).

The OPA collaborated with Frank N. Magid Associates, Inc. to conduct the study. Magid fielded a nationally-representative online survey of 2,540 people, ages 8 to 64 years old between March 19 and March 26, 2012. The survey found that current U.S. tablet adoption is at 31% in 2012 (74MM tablet users), up from 12% in 2011 (28MM tablet users) and is expected to reach 47% (117MM tablet users) by Q2 2013.*


  • Tablets have become embedded in users’ lives with 74% using the device daily and 60% using it several times a day;
  • Tablet users spend an average of 13.9 hours per week with their tablets;
  • 92% of video watched on the tablet is short form news and entertainment — which includes sports, weather, news and TV show clips — followed by 64% viewing user generated content (e.g. YouTube);
  • Paid apps account for 23% of all tablet apps downloaded in the past year; and
  • The tablet app market has doubled with an estimated $2.6B spent in 2012, up from $1.4B in 2011*.

Original article in full at Online Publishers Association.

The localisation of e-readers

Dear reader,

I did a little snooping around over various websites, to find out what is considered the best e-reader for which purpose. The results were not very surprising (at least not for me). Basically it all depends on where you live combined with what you are looking for. There is no real ‘best e-reader’.

When you live in the United States, the selection of e-readers is largest (which is hardly surprising).  According to http://ebook-reader-review.toptenreviews.com/ the best choices are all based on Amazon’s Kindle equipment, with Barnes & Noble’s Nook in there as well. The Sony e-readers are among the least desirable e-readers, although they still score quite good. Interesting fact: Apple’s ipad is missing in their listing.

This is in bleak contrast with the Dutch site http://www.ereaderstore.nl/category/4863/top-10-ereaders.html, which lists the newest Sony PRS-T1 as the best buy, and the Kobo Touch as the runner-up . This for the simple reason that Kindles and Nooks are not (yet) available here. Also e-readers by BeBook and Archos are listed as good e-readers. Again, the ipad is not in the list.

And how are things in the land of the rising sun, Japan? According to http://blog.japantimes.co.jp/japan-pulse/which-e-reader-will-conquer-japan/, Fujitsu’s FLEPia e-reader has tried to make an impact, but still that has not proven to be a match for the mobile phones that people use everywhere to read and watch other content. Also Sony has not been able to get a strong foothold in their own country; most Sony readers are sold in the USA and Europe.


Bill Gates Doesn’t Believe Tablets Belong in the Classroom

from The Digital Reader by Nate Hoffelder

 Bill GatesLove him or hate him, Bill Gates has been a strong influence on tech, education, and many other fields. The Chronicle posted an interview of Bill Gates yesterday, and they talked with him about a wide variety of topics. The complete interview is well worth a read, but I’m mainly interested in what Bill had to say about tablets. He’d rather see laptops in the classroom. Rather funny that, considering Microsoft announced the Surface Tablet only last week.

Here’s an excerpt from this particular answer:

Just giving people devices has a really horrible track record. You really have to change the curriculum and the teacher. And it’s never going to work on a device where you don’t have a keyboard-type input. Students aren’t there just to read things. They’re actually supposed to be able to write and communicate. And so it’s going to be more in the PC realm—it’s going to be a low-cost PC that lets them be highly interactive.

Given that I don’t think I can get my blogging done without a keyboard, you might be surprised to find out that I think he’s wrong. It’s not just that you can add a wireless keyboard to a tablet, or that you can use the onscreen keyboard. Nor is it that the small size of many desks in the average high school classroom.

I simply don’t think you need a keyboard to create nor do you even need one to write. If it were necessary then schools would have issued typewriters or word processors to students decades ago. Most all the HS I attended had either typewriter labs (older schools) or computer labs (newer schools), and yet I did nearly all my schoolwork by hand, including writing papers.

What’s more, his position ignores the fact that there’s far more ways to create content that simply typing. I don’t believe I have the space to list them all, but it would start at drawing  and email and continue to scribbled notes and go on from there. About the only type of creation where a KB would clearly win out over a touchscreen would be long form typing. That’s not enough of a reason to require a laptop over a tablet.

And I think I already have proof that Bill is wrong.  The San Diego USD recently switched from issuing laptops to issuing iPads. They bought 27 thousand iPads this year and plan to pass them out next fall.  In past years they purchased netbooks. While battery life was likely a driving factor for the switch, I bet the SDUSD looked at how students would use the iPads (vs laptops) and realized keyboards weren’t that important.

via The Chronicle

Bill Gates Doesn’t Believe Tablets Belong in the Classroom (video) is post from The Digital Reader

Content Drives Tablet Use, Survey Says

from The Digital Reader by Nate Hoffelder

The Online Publisher’s Association has just released the results of a new survey into how people are using their tablets, and it’s a good one. A total of 2,540 Americans were polled in March of this year.  About 760 reported that they were tablet owners, and here are the highlights of how they’re using their tablets:

  • 31% of Americans own tablets
  • Nearly as many own an Android tablet as own an iPad (47% vs 52%)
  • Half spend more than 10 hours a week on the tablet
  • 60% use their tablet several times a day (or more)
  • 60% get content several times a day (or more)

The above details just scratch the surface of the survey results, which run to 47 pages. It’s well worth a read, but there were a couple points that caught my eye.

This survey confirmed something I’d long suspected. While mobile use is up, it turns out that the users aren’t mobile. A full two thirds of the time spent on tablets is now at home, not while the user is actually in motion.

I’m not at all surprised by this because I’ve been tracking how I use my tablets. For example, right now I have a couple tablets sitting next to me. They’re set to ping whenever I get an email or tweet. I also use them when I want to sit back to read and contemplate someone’s blog post (rather than reading it on my laptop, where I lean forward).

The other point which caught my eye was both a surprise and an explanation for the decline in sales of E-ink screens.

When considered as a reading device, the tablet won out over everything from PCs and smartphones to magazines. That’s not much of a surprise, assuming that the content is well formatted. The bombshell was that respondents preferred tablets over dedicated ereaders like the Kindle:

It’s going to suck to be E-ink this year; the ereader market was quite lucrative. Now it looks like it might be disappearing.

image by lejoe

Content Drives Tablet Use, Survey Says is post from The Digital Reader

Readability Now Available on the Nook Tablet

via The Digital Reader by Nate Hoffelder

This doesn’t seem to have gotten any attention, but B&N posted another app to the Nook App Store. Readability, one of the many read it later platforms, is now available as an app on the Nook Tablet. It’s free, of course.

You can use this app to read web pages and other content that you had previously saved, even when you’re offline. The app brings gorgeous typography and a wide array of styling options to bring an excellent reading experience to your Nook Tablet.

It’s going to make the NT or NC that much more useful to owners. But as great as having this app will be, I have to wonder where its competition is. Instapaper and Pocket aren’t listed, and neither is OverDrive or Wattpad.

And yes, those last 2 are competition. They’re competition for your reading time, and that makes them competition for B&N’s Nook Store. That’s why I always assumed we’d never see them in the Nook App Store, but today’s news could be a sign that either B&N changed their mind or I was wrong.

I’m hoping they changed their mind. One important way that tablets regularly beat dedicated ereaders is that they can more easily pull in content from multiple sources. That’s one of the reasons I think tablets are often a better buy. If B&N really is planning to take that advantage away from tablets, good for them.

Easons to Launch eReader This Year

May 23rd, 2012 by Nate Hoffelder · via The Digital Reader who in turn got it from Independent.ie.

 There’s news this week that some booksellers are going over to the dark side, but there’s also one Irish bookseller that is not. Earlier today Easons, a chain of 40 corporate and franchise bookstores, announced plans to release their own ereader.

Details are still scarce on the price, release date, specs, or even the color of the device, but an Easons spokesman did give some idea as to their plans. “We are not getting into bed with Amazon, that is for certain,” he said.

Easons has been working for some time now to add ereaders to their stores. Last November they completed a remodel of 25 stores which added both new ereader stock as well as a petting zoo where customers could try before they buy. And that’s not all they’re doing. “As part of a €20m plan to modernise our entire chain, we will be providing live wi-fi in our stores from this summer and dedicated e-book areas which will permit customers to download e-books from our website. The next phase of this process is to launch our own Easons branded e-reader.”

And when they do, Easons will have a lock on the market. Ireland has a population of 4.4 million, making it an ebook market which is too small to draw the interest of any of the major ebookstores.

One million e-books for Africa

From the press release:

Worldreader (worldreader.org), the non-profit transforming reading in developing countries by distributing digital books to children with limited access to literature, kicked off a campaign today with support from renowned soccer team FC Barcelona (Barça), asking people to help send 1 million e-books to students in sub-Saharan Africa. Using new technology and digital platforms, a $5.00 donation to Worldreader provides students in Africa with access to books that educate and inspire, so they can improve their lives.  Donations can be made through millionbooks.worldreader.org.

Having already put more than 100,000 e-books into the hands of 1,000 students in Africa, Worldreader is committed to further increase access to digital books in developing nations.  Children in the Worldreader program have access to materials ranging from hundreds of local African textbooks and story-books, world newspapers, and classic literature from around the world. For the first time, students in these areas can read books from African authors like Meshack Asare and Chika Unigwe, experience the imagination of Roald Dahl and the joy of the Magic Tree House stories, and learn from local Ghanaian and Kenyan textbooks.  With immediate access to books on health and science students are discovering how to better diagnose, treat and prevent diseases in their communities.

“Worldreader is committed to putting a digital library in the hands of all children throughout the world’s developing countries, and we’re thrilled with the support of FC Barcelona to send 1 million e-books to students in Africa,” said David Risher, CEO and Co-Founder of Worldreader. “Together Worldreader and Barça are connecting students with their heroes to awaken their passion for reading and improve their lives.”

Together Worldreader and Barça hope to use the popularity of the world’s most famous soccer club to inspire students to continue reading. Appealing to the students’ love of Barça, some of the team’s biggest names including Lionel Messi, Xavi Hernandez, Eric Abidal and Seydou Keita, send encouraging messages to students inspiring them to read more and “score big.” Students in the Worldreader program receive messages from their favorite soccer heroes beamed directly onto their e-readers.

With plans for continued expansion around the world, Worldreader is already operating throughout sub-Saharan Africa with projects in Ghana, Kenya, and Uganda, and soon Rwanda. Beyond granting student access to literature, Worldreader’s unprecedented work also helps provide local authors and publishers access to new markets. The organization works with African publishers and writers to help digitize books and bring their stories to a broader audience. By giving students access to a plethora of books by both local and international authors, Worldreader is changing the way students view the world.

“We’re so excited to be able to give our students the well-deserved opportunity to read a wide variety of classic and cutting edge literature by renowned authors,” said Jacqueline Abiso Dzifa, a teacher at Presbyterian Primary in Kade, Ghana. “Worldreader has not only given us unparalleled access to books, the program has motivated my students and instilled a joy for reading that never existed before.”

A U.S. and Europe-based non-profit social enterprise, Worldreader launched the first iREAD project in Ghana in November 2010. The project was the first pilot study to ever involve classroom use of e-readers in underprivileged areas. Independent monitoring and evaluation done by Worldreader and funded by USAID revealed that primary school students receiving e-readers as part of iREAD increased performance on standardized test scores from 12.9% to 15.7% (depending on whether they received any additional reading support).

Donations can be made at millionbooks.worldreader.org.  Donations starting at $5.00 are sufficient for Worldreader to send one e-book to students in Africa.  For more information, please visit www.worldreader.org.

About Worldreader

Worldreader is a US- and European not-for-profit organization that aims to put a library of digital books within the hands of children across the planet. Founded in 2009 by former Microsoft and Amazon executive David Risher, and former Marketing Director at Barcelona’s ESADE Business School Colin McElwee, Worldreader works with device manufacturers, local and international publishers, governments, education officials, and local communities to bring books to all.

Nook Tops The Amazon Kindle, in Consumer Reports

This article was written on March 19, 2012, and found on www.bookereader.net:

When you hear the word “ereader”, chance are you automatically think of the Amazon Kindle. After that initial thought, your mind goes through the rest of the list – Nook, iPad, Sony, and Kobo.

It is no surprise that the Kindle has left such a lasting impression on you and the rest of the world. Amazon chose a winner when it made the decision to market the Kindle. The Kindle has been the top ebook reader of Consumer Reports since it first hit the market – until now.

According to the latest Consumer Reports review of Amazon’s Kindle compared to Barnes & Noble’s Nook Simple Touch, the new Nook takes the top position. It’s not like the new Nook won by a landslide – the Kindle put up a good fight, scoring equal points for battery life. Pricing was equal, too, since both offer Wi-Fi connectivity in the $140 price range. the new Nook placed first by ONE, that’s right, ONE point. if this were a race, it would definitely be a photo finish.

So, how did the new Nook do it? how did it finally score higher than its biggest rival, a rival that has always held the top spot and been the leader in the world of ereaders? It comes down to simplicity. the Nook Simple Touch is just that – simple. according to Consumer Reports, B&N followed Amazon’s lead by focusing on “reading with minimal fuss and extra features”.

The new Nook learned from its mistakes with the Nook Color. instead of giving users all the muss and fuss, B&N stripped the new Nook down to the bare essentials, allowing it to shine for what it really is – a reading device. It even comes equipped with a program that allows you to check out library books for free, another simple, but useful function that Amazon overlooked.

Don’t think that Amazon is going to take this beatin’ lying down! this slap-in-the-face could be just what Amazon needs to rock out some new features and enhancements. Consumer Reports will have future comparison tests and there is no doubt that Amazon will be ready. They already have a similar library program in the works. With a few other firmware updates, the Kindle could easily take its place back at the top. but for now, Barnes & Noble can bask in the glory of their coveted top Consumer Reports rating. That’s right, Grasshopper, you have finally surpassed the Master.

Sony PRS-T1 review


You don’t hear too much about the Sony Readers, but they are great units.  For anyone considering one, Chip Chick has a review:

In the e-reader world it seems like the Kindle and Nook have taken center stage, so it’s easy to forget that Sony was one of the first companies to jump on the e-reader bandwagon. One of their latest e-readers is the Sony Reader Wi-Fi PRS-T1WC. This 6″ e-reader sports a touchscreen display and Wi-Fi, and also claims to be the world’s lightest. Read on for our full review of the PRS-T1WC.

Overall, the Sony Reader Wi-Fi is an excellent top-of-the-line e-reader. It offers all of the “cutting-edge” features that you would want from an e-reader, including a touchscreen, built-in wireless, a web browser, and more. And all of this comes in a very lightweight and pretty stylish body. Unfortunately, the biggest challenge for Sony Reader Wi-Fi is that the Kindle and Nook brands have become household names, making it difficult to compete. But if you’re looking for an e-reader that is as lightweight as possible, yet packs in all the features you could want, there is no reason not to go with the Sony Reader Wi-Fi. The Sony Reader Wi-Fi is reasonably priced at $129.


Kobo CEO: tablets are for casual ebook readers

Screen shot 2011 06 20 at 9 45 59 AM

From Shelf Awareness:

There is a significant difference in usage patterns between owners of dedicated e-readers and tablets, Kobo CEO Michael Serbinis said during a panel held at the Financial Times Digital Media Conference in London last week, as reported by TabTimes.

“The people buying these devices (e-readers) are reading more frequently than those with tablets,” Serbinis observed. “They read for longer sessions and are more committed. We definitely see tablets as for casual readers. These readers are reading a book every other month, which is a lot less than the average for those using e-readers. Some romance readers are reading up to 30 books a month.”