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Survey: Web still a priority over tablets for b-to-b publishers

Trade publishers grapple
with tablet readiness
Tablet stat graphs

Source: ABM

March 23, 2012 - According to a new survey from the Software and Information Industry Association, 60 percent of publishers are going to focus on tablet, mobile publishing and web product development this year.

About 42 percent of the 85 publishers surveyed by the SIIA named licensing and syndication as a key area of focus, while 19 percent cited video.

In February, ABM conducted a survey with 45 of its members on the importance of tablets and the resources needed to carry out a tablet strategy. While 83 percent of respondents said they believed increased tablet usage was meaningful, only 43 percent said they had the understanding and the resources to charge ahead into tablets on their own. The survey concluded that the majority of ABM members surveyed planned on combining mobile apps with their print outlets in the hope that the digital aspects would enhance the print side, but not necessarily replace it.

The SIIA study gives the impression that the majority of b-to-b and b-to-consumer companies that they surveyed are leaning more towards mobile and digital outlets for product offerings. The study also found that b-to-c companies tend to prioritize tablet publishing above all else, while their b-to-b counterparts put the creation of new Web-based offerings slightly above mobile and tablet publishing.

Despite the passion for tablets and mobile devices, many publishers are still struggling with the revenue model. According to ABM’s survey, “many consumer-side media companies are willing to pony up for Apple’s 30 percent revenue share for iPad apps (while hedging their bets with more publisher-friendly Android revenue shares as well as HTML5 solutions), 63 percent of ABM respondents say it’s crucial for the publisher to have control over content, revenue shares and distribution, but aren’t sure how they can maintain control over all these aspects. Another 37 percent say having ownership over content, revenue shares and distribution is exactly how they plan to do it.”

By Risa Dixon