The arrival of Apple’s iPad tablet in 2010 was trumpeted as a pivotal, game-changing moment for the news business. But did the iPad’s initial news applications live up to the much-hyped promise of delivering a more immersive news experience? The author, using two iPads obtained through a university pilot program, assigned 28 digital journalism students to rate and analyze iPad news apps during the fall 2010 semester. The iPads were rotated among the students, who examined their chosen news app over a period of at least four days. This study, employing a uses-and-gratifications theoretical framework, asked students to evaluate each app based on four factors: immediacy/urgency, non-linear news presentation, multimedia news content, and reader interactivity. Students were most impressed with multimedia news offerings (awarding an average of 3.7 points on a 5-point scale), but were less enamored with the apps’ interactivity (3.3 points) and immediacy (3.1). While many students said they believe the iPad holds promise as a news platform, they generally preferred existing news websites and legacy news products to their iPad counterparts. With some 50 million U.S. millennials (age 18 to 29) now forming what could be lifelong news habits, the study provides early insight into how this crucial demographic is reacting and responding to the tablet as a news medium.

1. Intrigued, But Not Immersed:Millennials Analyze the iPad’sPerformance as a News Platform International Symposium on Online Journalism Austin, Texas – April 1, 2011 Jake Batsell, assistant professor Southern Methodist University @jbatsell

3. Two classes

4. 4-day checkouts

6. 27 in 20s, 1 in 40s

7. 27 U.S., 1 Bulgarian

8. 3 Hispanic

9. 1 Asian-American

10. 1 African-American

13. Surprisingly stale

14. “Old news”

17. ABC NewsImage credit: American Journalism Review

19. Passing grade

20. Good customization

21. Awkward navigation

24. Washington PostImage credit: Sports Illustrated

26. New York Times

27. Ebony’s 65thanniv.

34. Students said premium apps aren’t worth the extra money yet

35. Too many news apps resemble shovelware

37. Why important? 50 million millennials age 18-29 forming lifelong habits

38. Future research: 2nd wave of tablet apps (Xoom, Galaxy, Playbook, iPad 2)Image credit: Texas Monthly

39. Thanks!jbatsell@smu.eduTwitter: @jbatsell