Pew Research, Ad Agencies and The Future of Mobile

mobile news ad agency new business

Is your agency mobile ready for new business?

Research has shown that the majority of businesses are still not ready to meet users’ mobile needs. This is an opportunity for new business for the agencies that are prepared for the growing shift to mobile. Are you clients’ sites mobile ready?

Mobile devices are rapidly changing our online experience. It is affecting how we search for and consume information, how we shop,  how we use navigation, how we watch TV or even listen to radio.  It impacts our interactions through social networks and how we engage with advertising.

This latest mobile user study, conducted by the Pew Research Center, shows the impact mobile is having on how we get our news and it provides a glimpse into the future of mobile marketing as adoption continues to accelerate.  The findings are based on a survey of 9,513 U.S. adults conducted from June-August 2012 (including 4,638 mobile device owners), probes mobile news habits of users, looks at smart phone and tablet use as well, and examines the financial implications of those habits for news organizations.

Highlights of this study of interest to ad agencies:

  • The survey shows continued resistance to paying for content on mobile devices.
  • The advent of the new lower-priced tablets in late 2011 brought in a new crop of tablet owners.
  • Half of all U.S. adults now have a mobile connection to the web through either a smartphone or tablet, significantly more than a year ago.
  • Rather than replacing old technology, the introduction of new devices and formats is creating a new kind of “multi-platform” news consumer.
  • A third of all U.S. adults now get news on a mobile device at least once a week.
  • There is growing evidence that mobile devices are adding to how much news people get.
  • People who get news on both a smartphone and a tablet may carry added appeal for news organizations.
  • More than four in ten mobile news consumers say they are getting more news now and nearly a third say they are adding new sources.
  • Similarly, those who get news throughout the day on their mobile devices are more engaged news consumers.
  • Two distinct news audiences have emerged on tablets-new-found digital customers and customers who also remain loyal to the print product.
  • Most people get news on these devices when they are at home and roughly half of mobile news users get news on their device just once a day.
  • Male mobile news consumers who employ both apps and browsers, have a wireless data plan, get news multiple times throughout the day, and across a wide variety of platforms.
  • The desktop computer remains an enduring part of people’s news consumption-perhaps because during weekdays it is a work tool. A post-PC era is overstated-at least when it comes to news.
  • Despite all of the convenience of mobile, the preference for receiving news is still the conventional computer. Tablets rank second at 25%, followed by print.
  • 73% of adults who consume news on their tablet read in-depth articles at least sometimes.
  • People notice ads on mobile devices and may be even more likely to click on them than they are to click on other digital ads.
  • There has been movement over the last year toward using the browser rather than apps for tablet news consumption.
  • There are suggestions that ads seeking to deliver a message or reinforce a brand may have more potential than those tied to e-commerce.

Read the full report, “The Future of Mobile News: The Explosion in Mobile Audiences and a Close Look at What It Means for News”, by Amy Mitchell, Tom Rosenstiel and Laura Houston Santhanam of PEJ and Leah Christian of the Pew Research Center. Also, you may be interested in reviewing and sharing the Pew Center’s Infographic of Findings.

The Future of Mobile News Infographic Challenge

The Economist Group and the Pew Research Center’s Project for Excellence in Journalism (PEJ) invite you to play with their data. Create your own infographic using data from this just-released report and email it in using the button below by October 31 for a chance to have it featured on PEJ’s website, The Economist’s Tumblr, Pinterest, and Facebook pages (over 1 million fans), and The Economist’s Graphic Detail blog.

Another interesting mobile study, “What Users Want from Mobile Sites” conducted by Google, may also be of interest.

About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.

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