Services6
Engagements6
News6
Author
Book
en
en
Buy book
contact
Back
NEWSROOM

Phone calls were yesterday!

MOBILE COMMUNICATION: Trends in mobile use of media content

The boom in smartphones and tablet computers appears to be turning global media usage on its head. More and more people watch TV on the go, read newspapers and magazines, play games on the Internet or do their banking transactions on their way to work. Companies of all types must adapt to mobile media use, while traditional media companies are wondering whether the new generations of devices offer a way out of the misery of their traditional business models. Four recent studies from nielsen Some provide amazing insights.

San Francisco/St. Moritz, 6.11.2010 - by Christian Gartmann

Smartphones from Apple, Blackberry and other manufacturers are booming. In the USA, use after the latest figures 28 percent of mobile phone owners already have a smartphone. Digital all-rounders are also becoming increasingly popular among young people, particularly low-cost devices with Google's Android operating system are booming.

You would think that mobile Internet is now also at the top of the popularity scale among young people. The study “US Teen Mobile Report” However, it shows that the mobile Internet is far from holding a leading position among US teenagers: Although the volume of data used is growing from year to year, if you ask teenagers about the most important reasons for buying a smartphone, mobile Internet does not even appear in the “top ten”. The killer application is called “Texting”, i.e. the good old SMS.

As a reason for the popularity of SMS, young people say in particular that writing a text message is easier and more practical than a telephone call. Compared to the previous year, the texting rage among US teenagers increased to an average of 3,339 SMS messages per month. That's more than six texts per hour in which they don't sleep. 13- to 17-year-old girls are even more active in texting: They make it to an incredible 4,050 texts per month. In the hands of teenagers, smartphones are therefore used for SMS instead of for the mobile Internet.

It is not just the behavior of young users of mobile media content that is being watched with argus eyes: Mobile game consoles, e-readers and smartphones are increasingly changing the media usage behavior of hundreds of millions of people of all ages worldwide. With the launch of Apple's iPad, however, users of the new tablets in particular have become the focus of interest.

Apple launched the iPad with the aim of helping a new class of computers and new media behavior make a breakthrough. The first goal seems realistic: The iPad is selling like fresh bread rolls and, in its slipstream, more and more manufacturers are launching their tablets. Whether tablets will actually shape the media behavior of the future is still questionable, a recent study on the use of “Connected Devices” gives initial insights.

Media companies in particular are asking themselves the anxious question of whether “iPad & Co.” will finally find a way out of the plight of traditional media and their old business models, which are being undermined by free offers on the Internet. Nielsen surveyed 5,000 users of “connected devices” about their behavior. The good news: Mobile users not only use a great deal of media, iPad users also spend significantly more time with news and other classic media content compared to iPhone users. Print and video content in particular win.

If you look at the use of movies, television, books, music, news and magazines, only magazines are used longer on the iPhone than on the iPad. In all other categories, users of larger screens sometimes spend significantly more time. The question is whether media companies can also implement the new popularity of their products commercially. It is true that users of mobile devices tend to be more willing to pay for content than traditional Internet users. However, plenty of media content is also available free of charge for mobile devices. Paid content is therefore at least questionable as a way out of the crisis.

Does advertising therefore still have to finance the media? And will she be able to do so? Fortunately, this shows that mobile users are interested in advertising. Around 60 percent say they are open to advertising if media content can be offered free of charge as a result. However, advertising must be attractive: iPad users are particularly open when it comes to being receptive to advertising when the forms of advertising offer video content and interactive functions that make particularly good use of the capabilities of the new devices.

Banking is one example of the rapid migration of service offerings to the Internet and to mobile use: Until the 1990s, if you had to do a lot of things at bank counters, more and more traditional bank branches are disappearing; modern customer centers are being created and standing in line in front of bulletproof glass is a thing of the past.

Internet or e-banking is part of everyday life and is becoming more and more mobile: In the USA, we are already doing business over 13 million bank customers banking on their mobile phones, an increase of 129 percent in two years. The development of next-generation mobile networks has now begun worldwide: The proven 2G (GSM) and 3G (UMTS) are not standing still and are constantly being upgraded.

There is also new LTE (Long Term Evolution). According to Swisscom/Ericsson Wireless bandwidths of 100 to 300 Mbps and more will also be offered very soon. In parallel, the fall in prices for mobile data transmission will continue. True broadband Internet will then not only reach mobile devices technically, it will also become established in very broad sections of the population.

sources

Back