Mobile media again tops the eMarketer.com annual survey for major media usage.
It reinforces the recommendation that media decision-makers must immediately address mobile applications to match exactly what current and potential customers want.
Mobile usage this year is up a whopping 52% over last year.
It’s also three times higher than 2009.
ProVergent Media Predicts Mobile Usage Will Pass Radio Next Year
Radio listening continues its annual decline, just over an hour-and-half per day. Mobile use is just 10 minutes a day behind radio. It’s slide 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
The total usage per day is just 38 minutes, 22 minutes for newspapers, 16 minutes for magazines. Newsweek announced recently it will soon publish digital-only editions. Subscriptions are half what they were in 2008.
Death Predictions for Television Unfounded
TV usage continues to grow at the same rate of online usage – where newspapers have correctly been directing its attention for several years. The New Orleans-bases Times Picayune this fall cut their publishing to just Wednesday, Friday and Sunday.
The Mobile Dilemma in Advertising
Just under 2% of total digital advertising dollars are being spent to reach mobile 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.
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 – and 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 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 may not be a must just yet.
Mobile 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.