Good article:
http://www.mediapost.com/publication...art_aid=126249
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Almost three years after its launch, the iPhone has 40% market share among AT&T users (impressive), but it is available only on one phone system, which brings down its actual market penetration to only about 14% share of cell phone users (not so impressive). If iPad has similar success, then in 2013 magazine publishers distributing iPad app versions of their content would still be unable to reach more than 85% of their potential market using that channel. Being iPad- or iPhone-dedicated as a distribution channel is like selling your magazine on the newsstand, but only in Safeway: big, but not big enough.
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