All media consumption is declining - with one exception
Source: Andrew Meola
This story was delivered to BI Intelligence "Digital Media Briefing" subscribers. To learn more and subscribe, please click here.
Worldwide media consumption is dropping, but there's one silver lining.
Zenith Optimedia has issued its newest Media Consumption Forecast, which predicts that all non-mobile media consumption, including traditional media and desktop Internet, will decline by 3.4% this year.
But mobile media consumetion will climb by approximately 28%. Because of this, the forecast predicts that overall media consumption will still increase this year.
Despite the declines, TV media consumption still dominates. Consumers spent 177 minutes per day watching TV in 2015, compared to 110 minutes per day on the Internet (both desktop and mobile). TV accounted for 41% of media consumption in 2015, but that figure is expected to decline to 38% by 2018. Internet media, meanwhile, will account for 31% in that year.
Last year, mobile overtook desktop as the primary means of accessing the Internet. But now, mobile is racing past desktop, as people are expected to spend 86 minutes on average on mobile media, compared to just 36 minutes on desktop. This means that approximately 71% of global internet consumption will occur on mobile in 2016.
This data is crucial for businesses to understand how to effectively market themselves to consumers. Many companies spend quite a bit to establish and grow a strong presence on both mobile and desktop. But as mobile overtakes desktop, businesses would need to shift their dollars toward app development, mobile web, mobile SEO, and mobile ads.
Jessica Smith, a research analyst at BI Intelligence, Business Insider's premium research service, has compiled a detailed report on mobile marketing that takes a close look at the different tactics being used today, spanning legacy mobile technologies like SMS to emerging capabilities like beacon-aided location-based marketing. The report also identifies some of the most useful mobile marketing technologies that mobile marketers are putting to good use as parts of larger strategies.
Here are some key takeaways from the report:
As consumers spend more time on their mobile devices, marketing campaigns are following suit. Mobile ad spend continues to lag mobile time spent, providing an opportunity for creative marketers.
Marketers should leverage different mobile tactics depending on the size and demographics of the audience they want to reach and the type of message they want to send. With all tactics, marketers need to respect the personal nature of the mobile device and pay attention to the potential for communication overload.
Mobile messaging — particularly SMS and email — has the broadest reach and highest adoption among mobile users. Messaging apps, relative newcomers but gaining fast in popularity, offer more innovative and engaging outreach options.
Emerging technology, such as dynamic creative optimization, is breathing new life into mobile browser-based ad campaigns, but marketers should keep an eye on consumer adoption of mobile ad blockers.
In-app advertising can generate high engagement rates, especially with video. Location-based apps and beacons offer additional data that can enhance targeting capabilities.
In full, the report:
Identifies the major mobile technologies being used to reach consumers.
Sizes up the potential reach and potential of each of these mobile technologies.
Presents an example of a company or brand that has successfully leveraged that mobile technology to reach consumers.
Assesses the efficacy of each approach.
Examines the potential pitfalls and other shortcomings of each mobile technology.
To get your copy of this invaluable guide to the world of mobile marketing, choose one of these options:
Subscribe to an ALL-ACCESS Membership with BI Intelligence and gain immediate access to this report AND over 100 other expertly researched deep-dive reports, subscriptions to all of our daily newsletters, and much more. >> START A MEMBERSHIP
Purchase the report and download it immediately from our research store.
The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of how mobile marketing is rapidly evolving.
| }
|