Tablet penetration in S.A. may be bigger than you think…
The Interactive Advertising Bureau (IAB) of South Africa has partnered with member, Automated Publishing Services, to release the findings of tablet penetration in the South African digital industry. Here Andrew Parrington, Head Of Sales, discusses their tablet penetration study and the findings …
The objective of the study was to gauge what the penetration of tablets is within the digital media industry. The survey took the form of a questionnaire, which investigated what individuals were using their tablets for; fashion fad or something to be taken more seriously? “We found that the biggest uptake of tablets has been within the publishing industry where many magazines are moving to a digital format – in line with global trends,” says Parrington. He discusses moving content from ink and paper to tablet and a digital platform,and savings and new advertising opportunities that the tablet brings.
Tablets saving publishers from the decline in print sales
Print sales are declining and digital offers the next best thing in replacement of print-style publications. Tablets are content consuming devices, so consuming magazines on the tablet is very much in line with what the devices were designed to do. Digital offers publishers the opportunity to update content in real time, interact with consumers and send push notifications. “To the publishing industry, tablets have offered some huge benefits and hopefully saved a lot of the publishers from the decline in print sales,” says Parrington. But there have been challenges; software and development costs were exceptionally high when tablets first came onto the scene (although the costs of this software is now decreasing rapidly). Adjusting content for digital as opposed to print requires an adjustment in resources, which may also yield additional costs.
Agencies now becoming app developers too?
Agencies are now developing apps for their clients; smartphone first, then web interface, followed by the tablet. This was an interesting finding, as the assumption was that smartphone and tablet apps would have taken priority over web interfaces. Overall, tablet penetration in South Africa is a lot bigger than initially thought. “If companies aren’t designing tools for the tablet, they are going to find themselves left behind going forward,” says Parrington.