How Mobile Is Changing The Marketing Game
Zenith Media just released its Media Consumption Forecast 2018. This is the fourth edition of the annual report which tracks media consumption across various platforms. Spoiler alert for this year’s report – Mobile is gaining at the expense of every other media platform out there. If you calculate the percent of time we spend by channel during our “media day”, mobile now commands an amazing 24% of all time spent. That’s up from just 5% in 2011! Over the same seven year stretch time spent reading printed publications (newspapers and magazines) dropped 50%, radio TSL declined 8%, and TV viewing time dropped 3%. Despite those declines our media days are actually getting longer – up 12% from 479 minutes/day in 2011 to 492 minutes/day now. This means mobile is taking time away from other media platforms while also driving an increase in overall media consumption.
Another interesting concept to come out of this research is the idea of marketing to a consumer mindset instead of a channel. This theory draws the distinction between mobile behavior, like actively searching for something vs. consuming content vs. connecting socially with friends/family. Understanding these different occasion purposes can allow brands to be present in the right moments without wasting impressions or even annoying potential customers in the wrong moments. Mindset-based marketing is a fascinating topic, but it’s lightly touched on in this report. I’m guessing Zenith has plenty more to share about this topic with curious CMOs. 🙂
Interesting read, regardless. Kudos Zenith!