IPad Drives 90% of Mobile Revenues in March, Becomes a ‘Family Device’

The iPad drove 90% of mobile revenues in March, according to a new study by personalization vendor RichRelevance.Moreover, conversion rates averaged 1.5%, nearly triple

The iPad drove 90% of mobile revenues in March, according to a new study by personalization vendor RichRelevance.Moreover, conversion rates averaged 1.5%, nearly triple the usual rate for mobile devices. And while these conversion rates were for general e-commerce, not just subscription revenues, paid content sites may want to start paying attention. IPad users tend to have longer page views and spend more money, not only compared to other mobile viewers, but compared to desktop users as well.In addition, the iPad is becoming a “family device,” much like the first personal computers, with approximately one in four kids having access to an iPad. Some subscription sites have been able to take care of this family-sharing feature by developing content that involves parents and kids.For example, Ruckus reader just launched an iPad app for books for 3- to 8-year-olds (with popular titles like My Little Pony, Curious George and the Transformers). Parents can either access the whole library (25 titles) for six months for $24.99, or pay for one title for $3.99, or two for $5.99 (see our previous post about the growing popularity of one-off billing options for subscription sites). The app also sends parents a weekly email detailing their child’s reading level (each parent can have four separate accounts for children).The combination of growing revenue options and family-sharing means that subscription sites better start mapping out a winning strategy for iPad content and not simply follow the aimless herd. That means knowing how much of your target market is on the iPad (see your Web analytics), how many share their device with others (and if others access your content), and how to increase your bottom line with exciting content.

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