Going foward, most content will be consumed on mobile devices and tablets are rapidly replacing PCs for most key activities, including online video, so your content better be optimized for those devices, says a new report from Frank N. Magid Associates.
More than half – 58 percent – of American consumers now use smartphones (even more, 76 percent among those younger than 44), while tablet use zoomed from zero to 34 percent in two years, says the June 2012 Mobile Content Study conducted by Magid Associates. Both types of devices will see strong growth through 2013, the report says.
By mid 2013, the smartphone audience will increase 53% from 99 million to 151 million users, and the tablet audiences will more than double, from 51 million to 106 million users, fueling the demand for even more mobile-optimized content.
Most content going foward will be consumed on a mobile device
This nationally representative annual consumer survey, which provides a large-scale look at key mobile trends, behaviors and activities that drive the market, shows that Americans have already shifted to the mobile platform to consume a wide array of content including social media, gaming, and video – including full length TV shows and movies. “There’s no such thing as distinct mobile content anymore,” said Tom Godfrey, Magid’s executive director of Mobile Strategy.
“What publishers and advertisers have to realize is that most content going forward will be consumed on a mobile device and that it must be accessible and optimized for that platform.”
In terms of operating systems, Android has extended its lead on the smartphone platform – 48% to 32% over iPhone – and is rapidly encroaching on the iPad in the Tablet arena as well. The iPad now makes up only 50% of the installed tablet base, down from 72% in 2011.
Among consumers planning to purchase mobile devices in the next 12 months, 51% and 75% are already tablet and smartphone owners, respectively, which demonstrates consumers’ desire to own the latest devices.
About the study: Magid surveyed a nationally representative sample of 4,734 cell or smartphone owners ages 12-64. Data was collected between May 26 – June 1, 2012. Magid has tracked key mobile trends, behaviors, and activities since 2009 and the study provides access to key longitudinal data related to mobile content and consumer behaviors.
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- Tablet & smartphones generating strong ad engagement
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