Should the news that news consumption is overwhelmingly mobile matter to marketing pros and the market research industry? Should it matter to skiers whether there’s snow on the mountain?
For good reason, news organizations are scrambling to meet consumers on mobile, because that’s where news consumers have gone. Those who’ve been able to offer a great mobile product are gaining readership and revenue, while those who can’t seem to get mobile right continue to fade. Similarly, amid industry-wide malaise in market research caused by falling survey participation and crumbling data quality, it’s past time to go all-in with mobile data-collection and get it right. There’s simply no other way forward.
Pew Research Center’s most recent checkup on the state of news consumption underscores that it’s no longer news that mobile has taken over in nearly every phase of life. Skiers who are trying to stay upright during a downhill run may be among the few identifiable groups who are certain not to be using their smartphones at any moment. Or so one hopes.
As snow is to skiers, mobile is to the job of trying to understand consumers. It’s simply the medium in which information activity occurs. Without snow, there’s no skiing. Without mobile news publication, there’s no audience. Without mobile consumer data, there’s no way to understand consumers. And without a way to understand consumers, the news about market research and the businesses that depend on it for smart decision-making probably won’t be good.
Here are key data points from Pew’s study, which was conducted in 2017.
- 58% of U.S. adults often consume news on mobile, compared to 39% on personal computers.
- Mobile news consumption rose 176% from 2013 to 2017, compared to an 11% increase over the four years in news access via laptops and desktops.
- Younger news audiences are even more heavily invested in mobile: 71% of 18- to 29-year-olds say they often get news on mobile, as do 67% of 30- to 49-year-olds.
- In fact, among 17 demographic segments Pew focused on in its summary, spanning age, gender, race, income, education and political party, just one group, respondents over 65, said they most often used PCs rather than mobile to get the news.
To make a long story short, consumer insights pros and the decision-makers who depend on them for data they can trust need to focus on three key words: “GET MOBILE RIGHT.”Start with that as your motivation, and we’ll help you get where you need to go. To set up a productive conversation about how to get mobile right as you seek solutions to your projects’ specific needs (including adding mobile to trackers), just click here.