According to a survey published by the Audit Bureau of Circulations. 85% of the magazines and newspapers in the U.S. and Canada currently offer mobile content for e-readers, smartphones or tablets.
Just 76% of magazines and newspapers offered mobile content last year. “Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings,” found that 88% of newspapers, 83%
of consumer magazines and 79% of business publications offered mobile content.
According to the study, 21% of U.S. wireless subscribers owned a smartphone at the end of 2010. Sales of
smartphones increased 29% between September 2009 and March 2010 and 45% of Americans said a smartphone would be their next mobile device purchase. The report predicts that by the end of this
year, smartphones will overtake feature phones in the market.
The survey shows that the number of magazines and newspapers distributing their content on mobile devices continues to
increase but that the numbers may be reaching the point of saturation. Many of the publications with the inclination and resources to initiate a mobile presence have already launched
products or will do so in the next six months.
83% of magazines share their content on mobile devices, up 26% from last year. Business publications have also seen a large jump in
mobile distribution. In 2010, 58% of b-to-b survey respondents said they had mobile content. This year, that number increased to 79%. Newspapers show the highest percentage of
penetration.
Content on Mobile Devices (% of Publications) |
Publication | 2011 | 2010 | 2009 |
Magazines | 83% | 57% | 42% |
Business publications | 79 | 58 | 48 |
Newspapers | 88 | 88 | 56 |
Source: ABC 2011 Mobile Survey, November 2011 |
Despite the large year-over-year increases, there are still some
publishers that are not distributing mobile content and they cite many reasons for their decision. Cost is the most common reason.
Reason For Having NO Mobile Content (% of those with no content) |
Reason | % of Respondents |
Too many platforms to support | 26% |
Advertiser interest | 29 |
Reader interest | 36 |
Staffing resources | 57 |
Development and maintenance costs | 79 |
Source: ABC 2011
Mobile Survey, November 2011 |
With publishers most likely to invest in native apps and mobile websites, most publishers are repurposing at least some of
their print content, both editorial and advertising, in their mobile offerings. But nearly half are creating special products just for their mobile audiences.
Mobile Audience Offering by Publishers |
Offering | % of Respondents |
Exact replica of print with all
editorial and advertising | 45% |
Replica containing some print, editorial or advertising | 47 |
Non-replica curated for mobile audience | 48 |
Single-topic specialized content related to brand | 20 |
Source: ABC
2011 Mobile Survey, November 2011 |
Many industry analysts have heralded the burgeoning mobile market as the ideal opportunity to
replace some lost revenue, says the report. Publishers share that sentiment. In the U.S., 57% said they expect increases in mobile advertising revenue in the next two years. In Canada, 22% said
they expect revenue increases from both advertising and subscription sales.
Expect
Revenue Increases In Next 24 Months (% of Respondents) |
Revenue source | Expected US Increase | Expect Canada Increase |
Advertising | 57% | 49% |
Subscription | 49 | 22 |
Source: ABC 2011 Mobile Survey, November 2011 |
Publishers are divided on how to charge consumers to access their content on multiple platforms. Newspapers are split down the middle, with 41% saying that consumers
should pay one price to access stories on all platforms and 41% think consumers should pay for each additional platform. 46% of magazines favor charging for each platform while 57%
of business publications said they only charge consumers once.
Expected Charge
Method for Content Access (% of Respondents) |
| Media |
Charge Method | Magazines | Newspapers | Business Pubs |
Access to all platforms at once | 28% | 41% | 57% |
Extra for each platform | 46 | 41 | 24 |
Source: ABC 2011 Mobile Survey, November 2011 |
The Audit Bureau of Circulations and ABC Interactive summarized the survey of print publications, newspapers, magazines and b-to-b titles, with regard to how their mobile
initiatives are progressing. Highlights include:
- 85% of survey respondents said they currently have mobile content for smartphones, e-readers or tablet computers, up from 76%
last year
- Publishers are gaining confidence in their mobile strategies. 59% now say their company has a strategy for capitalizing on mobile platforms
- Many believe that
e-readers and tablets will be the biggest boon to their business. Seventy-three% said readers are most likely to consume their content on e-readers or tablets compared to 60% who said the
same thing about smartphones
- Respondents from the U.S. and Canada said mobile websites often account for up to 15% of their overall website impressions
- When it comes to
developing apps, most publishers are focusing their efforts on Apple products. Of those publishers with apps, 45% said they charge for their iPad apps, followed by 35%
collecting payment for iPhone apps and 34% earning revenue from Amazon’s Kindle
- Publishers believe mobile offers many potentially successful advertising opportunities,
including search (67%), store locators (65%), banners (64%), sponsorships (62%) and videos (62%)
- 40% of publishers said readers should pay one price and receive access to all
platforms:print, web, mobile, while another 40% said readers should pay more for each additional platform
- 74% of U.S. publishers said advertisers will demand more accountability as
they spend more money on mobile buys. Two-thirds of publishers said the industry needs to report more detailed mobile metrics, such as access rates and time spent
For additional information, access to the PDF report file, and additional charts and graphs, please visit the ABC here.