Condé Nast has been carefully studying the use of its iPad apps, and will host 70 marketing and media execs today in New York to present its findings, according to the Wall Street Journal.
The publisher has dived headlong into the iPad market, getting Jason Schwartzman to shill for its New Yorker app upon its debut, and developing doodad-augmented apps for Wired and GQ. But one of the intriguing findings of Condé Nast's study is that many users aren't fully grasping the augmented features of the iPad apps.
Through a 5,000-person survey and extended interview process, Condé determined that since the iPad has appealed to people who are not typically early adopters of new technologies, ads might be more effective if they are very explicit about how to interact with them. It's an image that surely will cause gasps among marketers: a tech-challenged CEO flaunting his iPad as a status symbol on his next Acela ride,...
The publisher has dived headlong into the iPad market, getting Jason Schwartzman to shill for its New Yorker app upon its debut, and developing doodad-augmented apps for Wired and GQ. But one of the intriguing findings of Condé Nast's study is that many users aren't fully grasping the augmented features of the iPad apps.
Through a 5,000-person survey and extended interview process, Condé determined that since the iPad has appealed to people who are not typically early adopters of new technologies, ads might be more effective if they are very explicit about how to interact with them. It's an image that surely will cause gasps among marketers: a tech-challenged CEO flaunting his iPad as a status symbol on his next Acela ride,...
- 10/13/2010
- by David Zax
- Fast Company
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