Study shows ‘The Daily’ is cool, but not that cool

Many iPad users truly like Rupert Murdoch’s digitally delivered content—just not enough to pay for it.

KnowDigital, which conducts brand research for digital media, tapped into the habits and opinions of “real” iPad owners who used the app over a two-week period.

You can find the entire study here. The findings are summarized:

“Most interestingly, our results suggest that reaction to The Daily is divided into two camps: one camp comprised of heavy news consumers who are tech savvy and a second camp made up of light news consumers who are less tech savvy. As this report will illuminate, our findings indicate that in its current state The Daily may more easily find an audience with the latter of these two camps and that it is falling a bit short with the former group of more tech savvy and heavier news consumers.”

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