We’ll never understand why there are studies that prove something seemingly obvious, but every day there is a new one, so there must be something to it. The latest: Bonnier Corporation and ad agency Crispin Porter and Bogusky, through a series of focus groups, have found that people reading iPad magazines are unfocused on the content.
Megan Miller, Research and Development Program Director at Bonnier, tells Ad Age:
We thought that of course there’s a lot of activity going on on an iPad, when there’s so many things you can be doing — between email, Netflix, playing games, reading magazines — but they’re actually bouncing around a lot more than we thought.
Well of course they are. It’s a computer portable enough that you can take it to the bathroom (oh like you haven’t done that).
But don’t start feeling bad for the magazines and their ads – the purpose of the study was to find ways to make iPad magazine advertising more effective, so we’re sure they’ll figure something out.