woodwing

And it offers publishers an opportunity to re-gain their media position.

Having a solid (and rapid growing) installed-base gives us the opportunity to analyze the traffic going to a large amount of iPads. It gives a good indication when tablets are being used for media consumption throughout the day and throughout the week.

We took 10 digital consumer magazines, titles which have been in the App Store for a while, from USA, Latin America, Europe and Asia Pacific, and we measured their data traffic every hour (and yes, we synchronised the time-zones). This is what a typical week looks like.

• Traffic peaks on weekdays from 8pm to 11pm
• Saturday is the most popular tablet day
• Sunday is the second most popular tablet day
• Saturday usage peaks twice, between 9am and 12pm and 8pm and 11pm

Comparing these findings to the media activity throughout the day, the opportunity becomes clear.

On the tablet, publishers can now offer an alternative for TV advertising during peak-time. Sure, to make this substantial business, it will require more tablets, but having an alternative for TV advertising at peak-time, with very measurable results, looks like a big win for publishers.