Report: Media Chiefs Most Bullish On Mobile, Less So On Social

Asked what the biggest “drivers of growth” in media content consumption over the next three years will be, CEOs of the world’s biggest media companies unanimously cited mobile devices, including tablets, according to a new study from Ernst & Young.

The report, “Opportunity and Optimism: How CEOs Are Embracing Digital Growth,” distills the views of interviews with the CEOs of 34 major companies covering advertising, media and entertainment. Nearly four out of five (79%) of the media industry titans singled out tablets as the single most important driver of digital media growth.

Interestingly, the CEOs were less sanguine on the role of social media, with 84% indicating that it primarily serves the role of connecting with customers, but not significantly for “building audiences and brands.”

The top priority of the CEOs “remains the evolution of digital and online distribution” (56%), followed by “creatively differentiating content” (44%), per the report.

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