Commentary

Mobile Media Marketing

A study of the Top 100 media publications in the United States by 2ergo found that 84% of the publications have a mobile website, a mobile application or both. Mobile sites were the most common, followed closely by iPhone applications, with Android and BlackBerry applications lagging.

The study investigated Burrelles Luce's 2011 Top Media Outlets list of daily newspapers, popular blogs and consumer magazines, and found that:

  • Seventy percent of the top 100 publications have a mobile site and 71% of them have released an iPhone, Android or BlackBerry mobile application
  • Daily newspapers lead the way in providing mobile-friendly experiences with 86% of them having a mobile site. Bloggers followed with a healthy 64%, while the top consumer publications lag behind with only 44% having a mobile site.
  • Newspapers lead the way in smartphone applications with 92% of them having released at least one app. 88% have an iPhone app, 38% have an Android app and 36% have a BlackBerry app. 28% have all three types of applications.
  • Of the consumer publications, 64% have released at least one smartphone application, followed by bloggers at just 36%
  • The majority of newspapers have chosen to monetize their mobile websites with 66% of them doing mobile advertising
  • here are more than double the number of iPhone apps than Android apps from the media outlets surveyed

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Response to Mobile Access Demand (% of Selected Media)

Media

Mobile Site

Ad Supported Mobile Site

iPhone App

 Blackberry App

Android App

Newspapers

86%

66%

88%

36%

38%

Blogs

64

20

36

16

28

Consumer magazines

44

20

60

12

28

Resource: 2Ergo, May 2011

Michael Scully, Market Director at 2ergo Americas, says "... the number of overall mobile subscribers accessing the mobile web continues to increase at a rapid pace... one of the most popular categories is news... "

Scully continued "... many newspapers and consumer publications chose to launch a smartphone application before a mobile site, despite the fact that the mobile web has the potential to reach a wider audience at a lower cost..."

The study found media publications that offer readers exceptional mobile experiences focus squarely on providing up-to-the-minute news, leaving traditional items such as editorial and features to their print and online properties.

And, in the United Kingdom, says 2ergo, Of the 719 UK print media titles studied, only 11%, are using mobile websites to reach the widest audience possible.

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2 comments about "Mobile Media Marketing ".
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  1. Dan Verhaeghe from McLoughlin Promotions, June 16, 2011 at 10:04 a.m.

    Still, we should be thinking laterally, creatively with mobile marketing- http://www.business2community.com/mobile-apps/mobile-media-embrace-all-possibilities-think-laterally-038886

  2. Chris Benson from Me, October 3, 2012 at 7:05 p.m.

    Great info. Mobile marketing is extremely powerful. Cell phone users are the largest audience on the planet, and you can make a lot more money with much less time and effort than many other forms of marketing. This makes it super effective with very high ROI's. I have a lot more helpful info about mobile marketing on my site www.youaccomplish.com.

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