Weekly Furniture World Media Note #51 from Lance Hanish-MobileFirst: Mobile Digital Technology Crosses New Threshold
Furniture Industry News Update -
Furniture World Magazine
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, and this has major implications for how news will be consumed and paid for, according to a detailed new survey of news use on mobile devices by the Pew Research Center's Project for Excellence in Journalism in collaboration with The Economist Group.
At the center of the recent growth in mobile is the rapid embrace by Americans of the tablet computer. Nearly a quarter of U.S. adults, 22%, now own a tablet device-double the number from a year earlier. Another 3% of adults regularly use a tablet owned by someone else in their home. And nearly a quarter of those who don't have a tablet, 23%, plan to get one in the next six months. Even more U.S. adults (44%) have smartphones, according to the survey, up from 31% in May 2011.
News remains an important part of what people do on their mobile devices. 64% of tablet owners and 62% of smartphone owners say they use the devices for news at least weekly, tying news statistically with other popular activities such email and playing games on tablets and behind only email on smartphones (not including talking on the phone). This means fully a third of all U.S. adults now get news on a mobile device at least once a week.
Mobile users, moreover, are not just checking headlines on their devices, although nearly all use the devices for the latest new updates. Many also are reading longer news stories - 73% of adults who consume news on their tablet read in-depth articles at least sometimes, including 19% who do so daily. Fully 61% of smartphone news consumers at least sometimes read longer stories, 11% regularly.
For many people, mobile devices are adding how much news they consume. 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.
Mobile technology allows people to get news anywhere, and any time.
Once news flows through a new stream of acceptability, entertainment follows. Then interactivity becomes commonplace.
We really do live in a new DNAge. The more you know, the better you will be able to engage with your target audience.
In planning your marketing communications plan…Think MOBILEFirst.
Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Innovation.
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