iPad
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Prime time for iPad may be prime time
Just as video recorders let consumers time-shift their television viewing, the iPad may be encouraging users to do the same with news and other content, according to an intriguing – but unfortunately limited – new study. The study was conducted by the company that makes an app called Read It Later , which lets users electronically earmark content for consumption at a more convenient time in the future. After looking at when its users consumed 100 million earmarked articles, the company found that iPad use was heavily concentrated between 7 and 11 p.m. As illustrated in the first graph below, users get a steady flow of news, information and other content from 8 a.m. until bedtime. But, as shown in the second chart, the users of this particular app tend to concentrate their reading in the after-dinner hours.
Advertisement Condé Nast yesterday released “best practice” guidelines for iPad advertising, based on research of users who downloaded one of Condé’s iPad magazine apps. The research, comprising more than 5,000 in-app surveys and more than 100 hours of interviews, provides some preliminary insights into how users are interacting with Conde’s iPad apps. Brands included in the study were GQ, Vanity Fair, Wired and Glamour . The advertising guidelines (below) are fairly predictable. Scott McDonald, Condé Nast’s SVP of research, admits that the company is still in the early stages of learning about what works and what doesn’t on the iPad and other mobile devices.