By Simon Ogus, Media Relations Specialist
The sight is so common now; it doesn’t even register with us anymore.
You see someone with a few minutes to kill, whether it be waiting for a bus or an appointment, and inevitably the smartphone comes out and the individual is immediately engaged with the apps and web that are so easily accessible.
This is media consumption in 2013 and there is no going back.
With web networks continually getting stronger and Wi-Fi becoming more readily available in public places, the public’s mobile consumption will continue on the meteoric rise that it’s on right now. Consider this graph below from Business Insider detailing the U.S. Consumer Media Consumption Share of Voice:
Source: Business Insider
The graph above shows consumption for all forms of major media. Television and print media are steadily declining with their users often simultaneously engaged with some second screen device, especially during valuable commercial time. Meanwhile, mobile use is steadily rising.
There are many reasons for this trend, but first and foremost is that when you are on the go, mobile has no competitors. It’s convenient, provides immediate gratification, and there isn’t as much opportunity for distraction as there is when you are watching television, reading a newspaper/magazine or even sitting down with your laptop at home or at a coffee shop.
There is considerable data to suggest that these trends will not only continue but continue in a dramatic fashion. Consider these facts in a recent Business Insider report on mobile media consumption.
- Consumers are spending as much time on mobile as they are in the traditional online category (which includes all activity on desktops and laptops).
- Mobile was the only media type to grow in total U.S. consumer minutes spent per day from 2010 to 2012.
- In the course of 2013, tablet shipments have grown 83% while PC shipments dropped 13%.
- Mobile video is already big, but it’s poised to become even bigger. Consumers are watching at almost unheard of rates. They’re also sticking to their mobile devices for longer periods of time while watching. This gives marketers more time and opportunity to place ads within streaming video content.
- The 219 million mobile-only users now make up close to 20% of Facebook’s total user base and Pinterest’s U.S. mobile-only user base grew 28% reaching 18.3 million in June 2013. Facebook in particular has made significant progress monetizing this growing audience: mobile advertisements now represent 41% of its ad revenue.
- Search is also becoming increasingly mobile. Tablets and smartphones now account for 26% of all local search traffic.
Business Insider’s reference to the development of mobile websites is particularly significant and shows that this trend is for real. As developers continue to make mobile websites quicker and more efficient, consumer usage of mobile search and mobile brand interaction will continue to grow.
Early versions of mobile websites were less user-friendly, but the newer interfaces are improving so rapidly that it is becoming less and less of an issue.
What does this mean going forward for today’s brands and organizations? It means that any information disseminated through the web needs to be easily accessed and consumed from a tablet or smartphone. Organizations can do this by first creating a fast, mobile-friendly website utilizing responsive design. This will ensure easier access to your content whether it is read on the desktop, smartphone or tablet.
The second step is serving up content directly of interest to mobile users. Mobile phones are lean-in devices, people do not pick them up without wanting to take an action. Use your Google Analytics to help you determine what content you should present first on your mobile website. For most brands it is contact information, including a phone number, then links to internal sections of the website including the About Us and newsroom.
Today’s mobile newsrooms and press releases also require mobile-ready formatting. Images, videos, press releases and PR contacts should be easy to both find and read on each device. Multimedia, a huge component of driving action on mobile and desktops alike, should render quickly on mobile phones, and any delays in rendering the image should be fixed quickly. Lastly, make sure your newswire vendor distributes your news in both standard and mobile-ready formats.
With many companies investing in user-friendly mobile layouts, and consumers’ mobile devices replacing desktops, the organizations that don’t make mobile websites and content priority will start to fall behind the pack. Mobile is the present and the future and businesses will need to acknowledge and adapt to this reality going forward.