Friday, September 29, 2006

Mobile is the new newspaper

The pressure on the media to understand the news consumption habits in the real world is now pressing.

It is an argument one also has to put to the PR industry. Here are three simple questions:

'How many times was your story read on a mobile?'

'Was it more times that in print?'

'Do you really know?'

Well it is getting important.

I learn from M:Metrics that 14% of Brits Browsed News and Information on their Mobile in the three months to July, up 3% over the previous quarter (so expect that to double by next summer).

U.K. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: July 2006
ActivitySubscribers (1000s)PctPct Change
Sent Text Message36,24084.3%(0.5%)
Used Photo Messaging12,87729.9%1.0%
Browsed News and Information6,22914.5%(3.2%)
Used Personal E-Mail2,7216.3%(4.4%)
Purchased Ringtone2,3435.4%(4.2%)
Downloaded Mobile Game1,7374.0%(6.8%)
Used Mobile Instant Messenger1,5853.7%(9.0%)
Used Work E-Mail1,2983.0%(5.6%)
Purchased Wallpaper or Screensaver9452.2%(2.1%)

There is a further issue for PR. Are we pitching to the print editor or to the mobile editor?