Smartphones,  news  consumption  and  print  circulation   Platform  wars  and  news  

Benedict  Evans  /  benedict.evans@endersanalysis.com  /  @benedictevans  

March  2012  

The  opening  battleground  
Mobile  handset  volumes  (m),  Q4  2011   Combined  PC  &  tablet  volumes  (m),  Q4  2011  

Mac   5%   Apple   9%   Android   13%   iPad   13%  

Microsoft   0%   Symbian   5%   RIM   2%  

Android   tablets   6%  

Windows   PCs   76%  

Non-­‐smart   71%  

[Source:  Apple,  Google,  Nokia,  RIM,  Enders  Analysis]  

[Source:  Apple,  Gartner,  Enders  Analysis]   Smartphones,  news  consumption  and  print  circulation,  March  2012   2  

The  post-­‐PC  age?  
PC  versus  smartphone:  quarterly  unit  shipments  (m)  

140   120   100   80   60   40   20   0   Jun-­‐09   Sep-­‐09   Dec-­‐09   Mar-­‐10   Jun-­‐10   Sep-­‐10   Dec-­‐10   Mar-­‐11   Jun-­‐11   Sep-­‐11   Dec-­‐11  

Smartphones  

PCs  

Tablets  
[Source:  Enders  Analysis,  Gartner]   Smartphones,  news  consumption  and  print  circulation,  March  2012   3  

The  ecosystem  wars  
Global  quarterly  smartphone  unit  sales  (m)  

60   50   40   30   20   10   0   Mar-­‐09  

Jun-­‐09  

Sep-­‐09  

Dec-­‐09   iPhone  

Mar-­‐10  

Jun-­‐10   Android  (e)  

Sep-­‐10  

Dec-­‐10   RIM  

Mar-­‐11  

Jun-­‐11  

Sep-­‐11  

Dec-­‐11  

Nokia  smartphones  

[Source:  Apple,  Nokia,  RIM,  Enders  Analysis]   Smartphones,  news  consumption  and  print  circulation,  March  2012   4  

Apple  and  Android  are  selling  to  different  customers  
Q4  2011  global  smartphone  &  tablet  performance  

70   60   50   Units  sold  (m)   40   30   20   10   0   0   iPhone   100   Android   200   iPad   300   400   ASP  ($)   500   RIM   600   Nokia  smart   700   800   iPod  Touch  
5  

Android  tablets  (premium)  

*  October:  Bubble  size  =  revenue  [Source:  Companies,  Enders  Analysis]   Smartphones,  news  consumption  and  print  circulation,  March  2012  

Polarisation  of  the  broader  handset  market  
Q4  2011  global  mobile  handset  business   140   120   100   Units  shipped  (m)   80   60   40   20   0   0   Nokia   Samsung   100   Motorola   LG   200   HTC   300   iPhone   RIM   400   ASP  ($)   SonyEricsson   500   Other   600   700   800  

Bubble  size  =  revenue  [Source:  Companies,  Enders  Analysis]   6  

Smartphones,  news  consumption  and  print  circulation,  March  2012  

Tablets  power  ahead  
Quarterly  tablet  unit  sales  (m)  

30   25   20   15   10   5   0   Jun-­‐10   iPad   Sep-­‐10   Android  (premium)   Dec-­‐10   Mar-­‐11   Jun-­‐11   Kindle  Fire   Sep-­‐11   Dec-­‐11  

Android  (basic)  

[Source:  Apple,  Google,  Amazon,  Enders  Analysis]   7  

Smartphones,  news  consumption  and  print  circulation,  March  2012  

UK  press  circulation  
UK  press  circulation  (indexed)  

110   100   90   80   70   60   50   1986   1988   1990   1992   1994   1996   1998   2000   2002   2004   2006   2008   2010  

Daily  national  newspapers  

Sunday  national  newspapers  

Regional  newspapers  

B2C  magazines  

[Source:  Enders  Analysis,  ABC,  WARC]  
Smartphones,  news  consumption  and  print  circulation,  March  2012   8  

New  routes  to  market:  iOS  
Smartphones,  news  consumption  and  print  circulation,  March  2012   9  

New  routes  to  market:  Windows  8?  
Smartphones,  news  consumption  and  print  circulation,  March  2012   10  

Tablets  and  consumption  
Tablet  consumption  of  newspapers/magazines   Yes,  and  I  read  the  print   versions  less  frequently   as  a  consequence   21%  

Do  not  read   newspapers  or   magazines  on  tablet   55%  

Yes,  and  I  read  the  print     versions  the  same   amount  or  more  than   before   15%   Yes,  and  I  did  not  read   the  print  versions   previously   9%  

Base:  those  who  currently  own  a  tablet  [Source:  Enders  Analysis/TNS-­‐RI  survey  April  2011]    
Smartphones,  news  consumption  and  print  circulation,  March  2012   11  

Reading,  but  reading  what?  

Sofa   Books   Newspapers   Magazines   TV     Study   Web   The  iPad   effect  

Sofa   Books   Newspapers   Magazines   TV   Web   News  apps   Magazine  apps   Blogs   RSS   Twitter   Facebook   Ebooks  

Smartphones,  news  consumption  and  print  circulation,  March  2012  

12  

The  deeper  problem  
Average  annual  revenue  per  reader  (£)  

500   450   400   350   300   250   200   150   100   50   0   FT  Online   Sales   Advertising   WSJ  Online   Times  Online   UK  quality  daily   The  Daily   UK  popular  daily  

[Source:  Companies,  WARC,  Enders  Analysis]   Smartphones,  news  consumption  and  print  circulation,  March  2012   13  

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