Distribution matters
Fascinating piece of research shared by Seven (www.seven.co.uk) at the recent Digital Media Europe (#DME) event on who iPad owners are and what they actually do with the devices.
Three things struck me particularly:
High earners over 45 form the majority of owners, the most common use time is 7-9 in the evening and its most common uses are accessing the web and emailing.
Why did I find these significant? Because they point in the opposite direction to a lot of the hype surrounding the device. It is not the salvation for all content creators that some had hoped, but a great opportunity to reach a very defined niche.
All of which reinforces one of the things we believe is very important - the need to match your distribution channel to your target customer. It’s just as true whether you wish to distribute digital content, enterprise software, clean tech hardware or sliced bread.
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