Mobile media again tops the eMarketer.com annual survey for major media usage and will surpass radio in 2013 for the average time spent by users.
It reinforces the recommendation media decision-makers must address mobile media applications to match what current and future customers want and need.
Mobile media usage in 2012 was up a whopping 52% over 2011 and three times higher than 2009.
Mobile Media Usage Will Pass Radio in 2013
Radio listening continues its annual decline, just over an hour-and-half per day. Mobile media use is just 10 minutes a day behind radio.
Radio listening declines will not be as fast as newspaper and magazine because car listening will support the sector – until new technology cuts into that asset.
Newspaper and Magazine Printing About To End
People read just 38 minutes a day; 22 minutes for newspapers, 16 minutes for magazines.
The New Orleans-bases Times Picayune cut their publishing to just Wednesday, Friday and Sunday.
Newsweek dropped it’s printed magazine to publish digital mobile media-only editions. Subscriptions are half what they were in 2008.
Some newspapers are making the subsciption revenue drive to digital mobile media. The Kansas City Star in late 2012 began an online firewall for exclusive content following what several other papers have done in recent years, including the New York Times.
Death Predictions for Television Unfounded
TV usage continues to grow at the same rate of online usage. Television correctly directed its attention to digital mobile media for many years because video is a primary mobile media attraction for users.
Advertising Dilemma for Mobile Media
Just under 2% of total digital advertising dollars are being spent to reach mobile media users. Decision makers learned quickly the small display format is a negative.
It’s not much better for online advertising applications. Facebook’s all-in focus for advertising has been a failure with users and they’re experiencing the fallout with its sub-performing stock.
Mobile media usage must be convergent, for users and publishers. Not everyone gets everything from one source. Not everyone can reach everyone from one source. A balance of usage between the many standard and new media uses must be targeted. It may take some trial-and-error to reach a successful strategy.
A do-nothing approach is a slippery-slide to fast failure. The competition sees survey’s like eMarketing and take immediate action.
All you need to do is remember this: How many times have you seen news stories and advertising for the latest mobile media devices such as iPad’s and Smartphones? They wouldn’t be advertising them if sales were weak. News organizations wouldn’t be reporting stories if people weren’t reading and commenting on them.
Mobile media may not be a must just yet. Mobile media will be a must in 3-5 years.
Scott Simon is the Executive Producer for ProVergent Media and web publisher of Winning Web Video which highlights the power of video for standard and online marketing. For answers to your questions about Convergent Media and Marketing, contact Scott at BeSeen@provergent.com.