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iPhone Owners Ready Customers for Newspapers on iPad


By
E&P Staff



Published: March 23, 2010

CHICAGO Owning an iPhone turns out to be a pretty good predictor of someone’s willingness to pay for a newspaper delivered on an iPad, according to a new study.

The survey of 2,176 Internet users by comScore Inc. found that people who already own an iPhone or iPod Touch — so-called “iOwners” — are much more willing to pay for digital content than people who don’t own the mobile devices.

Specifically, 52% of iOwners said they were willing or very wiling to pay for newspaper and magazine subscriptions formatted for e-readers. That contrasts with just 22% of “non-iOwners.”

The iOwners have a record of spending, according to the survey: 50% of iOwners who also own an e-reader said they had spent at least $60 on e-books in the past three months compared to only 24% of non-iOwners.

“These findings suggest that those who are already familiar and comfortable with making digital content purchases via iTunes may have a relatively higher receptivity to making similar purchases for the iPad,” comScore said.

The comScore survey found the hype around e-readers such as the Kindle and, especially, the iPad, which is to be delivered next week, is working among consumers.

Between 58%t and 69% of consumers have already conducted online research of the top five devices, comScore said.

“These devices have the potential to be incredibly disruptive to the way consumers currently access digital content, said Serge Matta, comScore executive vice president. ”While only time will tell exactly how consumer behavior will change, our research suggests that not only will a variety of markets be impacted by the introduction of these devices but also that there are substantial opportunities for those in the digital content ecosystem.”

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