Over the next six months, nearly an equivalent percentage of mobile app developers expect to build for tablets as for smartphones: 81.34 percent vs. 84 percent, respectively. Since 2010, the number of developers focusing on enterprise apps has jumped from 38 percent to 51 percent, and the figure is further expected to rise as high as 63 percent by the end of the year.
These latest numbers come from a study conducted in April 2013, in which Appcelerator and IDC surveyed 6,046 Appcelerator Titanium developers. The duo claims this is the world’s largest survey of mobile app developers to date.
Coming up on World Tech Update this week we’ll show you Amazon’s announcements including its Kindle Paperwhite and Kindle Fire HD. We’ll also continue our coverage from IFA with a look at the Samsung Galaxy Note II and more.
TAIPEI—Amazon.com Inc. is working with component suppliers in Asia to test a smartphone, people familiar with the situation said, suggesting that the Internet retail giant, which sells the Kindle Fire tablet computers, is considering broadening its mobile-device offerings. Officials at some of Amazon’s parts suppliers, who declined to be named, said the Seattle-based company is testing a smartphone and mass production of the new device may start late this year or early next year.
A smartphone from Amazon would spur more competition in the already crowded market. While Apple Inc.’s iPhone and Samsung Electronics Co.’s Galaxy handsets continue to dominate the lucrative high-end segment, the overall smartphone market is expanding rapidly with many players offering new models that are diverse in terms of sizes, technological features and prices.
When offered a choice of device, those seeking to browse the internet while on the go are likely to choose tablets over smartphones due to the larger screens offered by the former. But devices with larger screens do not necessarily result in a higher clickthrough rate (CTR) on ads, according to an analysis of data gathered on US users of mobile ad network Jumptap over Q1 2012.
The study examined the CTRs earned by eight mobile devices, the largest being the Samsung Galaxy Tab (10.1 inches), and the smallest being the Sony Xperia Mini (2.5 inches). The Kindle Fire, with a middle-of-the-pack, 7-inch screen, had the highest CTR—1.02%. The iPad, with a screen size of 9.7 inches, had a CTR of 0.90%. The iPhone, whose four-inch screen is less than half the size of an iPad, garnered a CTR of 0.84%. In fact, the device with the largest screen, the Samsung Galaxy Tab, had a middling CTR of 0.53%. It seems there is no clear correlation between device screen size and a user’s inclination to click on an ad.’
So you built a Web site and it seems to do everything you need. Then someone points out that it looks pretty terrible on a phone, so you build a mobile Web site. Then you realize that it isn’t optimized for touchscreens and doesn’t work on an iPad, so you build an iPad version. Then you get a memo from the chairman asking why it doesn’t work right on his wife’s new Kindle Fire, and then…well, you get the idea.
How to create for the multi-device world
The moral of the story is that the one thing you can count on in our technology-drenched world is change — which is why you need a better way to approach creating things for digital channels. That better way is called responsive Web design.
Earlier this week, Digiday highlighted a post from ComScore’s Kirby Winfield listing his top myths of online advertising. It inspired us to ask other industry leaders for their top myths. Judging from the replies, it’s time to stop calling banners and clicks worthless, start questioning how new “native advertising” is, and acting like digital is going to take over from traditional media. Please add your own myths in the comments.
Ian Schafer, CEO, Deep Focus @ischafer
Online advertising is filled with more myths than Thor’s Kindle. But the one that’s captured my fancy recently is the myth of the Newfront. The TV upfronts are meant to create a competitive marketplace for brands to synchronously reach large audiences with scarce, premium inventory. Online video is delivered asynchronously, with no track record of being able to produce “hits.” Most video ad dollars are spent placing ads around content which is neither scarce nor “premium.” The online video market has grown because of its ability to remove friction from the buying process. The industry is not mature enough for friction to result in premium pricing. Close, but not yet. We’ll need bigger distribution for that. I buy the concept of the Newfront as a content showcase. But not a competitive marketplace. For now, when there are “premium dollars” spent on online video, they will flow into real innovation where quality content (creators), reach (networks), and deep engagement (platforms) combine. That will scarcely happen, but when it does, it will have the potential to change the way advertisers look at their TV and online buys.
The latest analysis from market research firm IDC shows that Apple snagged nearly three-quarters of the tablet market during the fourth quarter of 2010. Though Samsung’s 7-inch Galaxy Tab offered some competition, Apple captured 83 percent of the market for 2010, and most analysts believe that with the iPad 2, Apple can maintain about 80 percent share for 2011 as well.
IDC’s research also showed that Amazon’s Kindle continues to be a market leader, grabbing almost half of the e-reader market in fourth quarter 2010. With Amazon representing the closest competition to Apple with respect to available content and e-commerce infrastructure, Forrester researcher Sarah Rotman believes Amazon is best poised to give Apple the most credible threat to its dominating market position, assuming it could assemble a more general-purpose tablet with a color screen.
Apple’s iPad may have captivated Madison Avenue, but it is a distant also-ran when it comes to consumer brand loyalty in the burgeoning marketplace of electronic readers, according to the 2011 edition of Brand Keys Customer Loyalty Engagement Index. Amazon.com’s Kindle dominates the market, according to the highly regarded brand research.
The study, which draws its insights and the drivers that influence brands directly from the consumers who use them, ranks Kindle No. 1, followed by Barnes & Noble’s Nook, and Sony’s and Kobo’s eBook readers, with the iPad ranking last.