A principal finding was evidence proving that 40 percent of users who download reader Apps opt-in to share their contact details with publishers. This finding illustrates that publishers are not at risk of losing all the valuable subscriber data by selling their publications through the AppStore, says YUDU.
Other key findings included:
• Magazine apps showed that 64 percent of readers returned to the App after their initial visit. On average readers returned to their magazine Apps 3.7 times, illustrating a high level of ongoing engagement with the publication.
• In-App purchasing has surged in recent months showing the revenue channel to be gaining significance both for publishers as well as for Apple.
• 33.7 percent of overall reader App downloads are software updates rather than downloads of new Apps. This indicates a high level of use from readers with their existing reader Apps. (One in four Apps downloaded are used only once).
• Overall volume of reader App downloads is increasing at a faster pace than Apple device sales, indicating that owners are downloading an increasing number of Apps for their devices.
“In the midst of on-going debate between Apple and the publishing industry, this research clearly indicates that the threat for publishers losing important data is not as bad as many are suggesting,” said Richard Stephenson, CEO of YUDU Media. “The proportion of users supplying opt-in data, the number of return views, and the average number of edition returns all indicate a healthy level of interaction from users.”
Stephenson continued, “The recent release of the iPad 2 is likely to fuel even faster growth of branded reader Apps and continue to narrow the gap between print and digital readership. Publishers who until now had been on the fence about whether or not to invest in the creation of a branded reader App for the iPad now have some hard proof about what to expect in terms of return on their investment.”
Those interested in more detail can download the full report at www.yudupro.com/yudureport. The report is also available within the YUDU Media App available at the App Store.
