Cross-Platform Will Dictate Content, Ad Strategies In 2013
As consumers divide their attention among multiple devices, media companies and other businesses will continue to play catch-up with offerings that seamlessly span the desktop, smartphones and other connected devices.
That’s one of the key predictions of comScore's 2013 Mobile Future inFocus report released Monday.
The report provides a look ahead at mobile consumer trends this year, as well as highlighting some of the main developments in 2012 related to smartphone adoption and mobile use more broadly. U.S. smartphone penetration last year, for instance, surpassed 50% -- and one in three minutes online is not spent beyond the desktop.
The mobile migration has already led companies such as Facebook and Pandora to prioritize mobile development and focus on advertising efforts on handheld devices. Nearly a quarter (23%) of Facebook's ad dollars in the fourth quarter came from mobile, compared to almost nothing at the start of 2012.
The comScore report argues that 2013 will be a critical year for the mobile ad industry as it seeks to gain a share of ad dollars more aligned with its share of media time.
When it comes to m-commerce, comScore projects that mobile will speed up its cannibalization of both e-commerce and traditional retail sales. Mobile currently accounts for only 1% of total retail spending and 10% of e-commerce dollars. But the firm notes even a modest acceleration in mobile buying could have a significant impact on a low margin-industry, such as retail.
A separate Forrester study last month predicts that m-commerce will increase from $12 billion in 2013 to $31 billion in 2017, but remain a small part of overall e-commerce dollars.
The expansion of 4G wireless services will help to bolster m-commerce and other types of mobile consumption. The number of 4G users in the last year has shot up 273% to 33 million. Verizon has almost a third (31%) of the market, followed by AT&T, at 27%. Growing adoption of 4G could help drive high-bandwidth services like video.
Recent Online Media Daily Articles
-
Coca-Cola Loses Bid To Dismiss Text-Spam Case May 24, 5:41 p.m.
Consumers can proceed with a lawsuit against Coca-Cola for allegedly sending them unwanted SMS messages, a ... -
Disaster Ready: Google Maps Model Quickly Adjusts To Events May 24, 5:29 p.m.
The four-lane bridge in Washington state that partially collapsed Thursday into the Skagit River was removed ... -
Pandora Beats Rev Estimates, Adds Subscribers May 24, 5:01 p.m.
Online radio service Pandora on Thursday reported that revenue rose 55% in the first quarter to $126 ... -
Real-Time Web Turns Consumers Into Impulse Buyers May 24, 4:37 p.m.
Video, mobile, social, and better search capabilities continue to make it easy for consumers to buy ... -
Mugnier Shares M&C Saatchi's Mobile Approach May 24, 4:32 p.m.
M&C Saatchi Mobile was formed three years ago through the acquisition of mobile marketing agency Inside ... -
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ...
1 comment on "Cross-Platform Will Dictate Content, Ad Strategies In 2013".
Leave a Comment