What should traditional publishers keep in mind when e-publishing?

2 surveys from GfK and Lessius provide us with good data and insights on e-reading in the Flemish market. The data confirms international trends.

The GfK Retail & Technology (March 2011) survey tells us:

  • TV watching is growing again in hours per day
  • 53% is using another device while watching TV (Laptop, PC, Mobile Device, tablet,…)
  • 230.000 people will own a tablet device by the end of 2011
Full presentation (in Dutch):
http://www.tmabevents.be/assets/ereading%20presentaties%202011/Cindy-Van-Mulders.pdf/

 
The IWT research Memori, Lessius (IWT – ‘Van e-reader naar e-reading’ – 2010 /2012 ) did an online questionnaire with 2270 participants on e-reading in Flanders. Main focus points are:

– Biggest group of tablet users are male between 31-40 with a higher education
– main activities (= a lot) with tablet:
    • Surfing (89%)
    • Reading news (84%)
    • E-mailing (70%)
    • Social Networking (48%)
    • Reading Magazine (42%)

– The willingness to pay for content with iPad owners:

    • Unique content, not available with the paper version 61%
    • If no free alternative is available 59%
    • if extra service/content is provided 46%

– only 13% would pay the same amount for the digital version of  their paper subscription

 

Conclusions:
In general, people still prefer paper versions. On the other hand, tablet owners use their device to read news and magazines. They get used to it and do read digitally. There is a willingness to pay for content, if that content is ‘unique’ and if there is ‘no alternative available’. Publishers need to re-think and translate their content to add extra value before pushing it onto digital platforms.
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