Clearly, the iPad is disrupting the traditional market definitions of
hardware manufacturers. Arguably, however, tablet computing poses
even bigger challenges for media owners.
We asked respondents how iPad ownership had affected their
propensity to buy newspapers, books and DVDs. Nearly threequarters
say that owning an iPad has reduced the frequency with
which they purchase newspapers and books. Half say that owning an
iPad means they are less likely to purchase films on DVD.
These markets for physical media are already in decline. On this
evidence, tablet computing will hasten their demise. For advertising funded
media (newspapers and magazines), the challenges are
particularly substantial. Readers who can afford iPads tend to be more
demographically desirable than those who cannot. The danger for
media owners is that migration to tablet consumption will “top-slice”
their audiences, denying them the opportunity to monetize their
most valuable readers via print advertising, which remains relatively
Here, too, the regional variations are significant. IT and business
professionals in Asia, Africa, the Middle East and South America are
least likely to continue buying newspapers once they acquire an iPad.
In the US and Europe, owning an iPad results in less of a negative
effect on newspaper purchasing – perhaps because professionals in
these regions have already shifted much of their reading from print to
The pattern is similar for printed books and – to an extent – for DVD
purchasing. iPad-owning IT professionals in Asia and the Middle East
have an above-average propensity to stop buying printed books. The
proportion of iPad-owning professionals who cease buying DVDs is
highest in South America (67%), Asia (60%) and Europe (57%).