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
Activity	Subscribers (1000s)	Pct	Pct Change
Sent Text Message	36,240	84.3%	(0.5%)
Used Photo Messaging	12,877	29.9%	1.0%
Browsed News and Information	6,229	14.5%	(3.2%)
Used Personal E-Mail	2,721	6.3%	(4.4%)
Purchased Ringtone	2,343	5.4%	(4.2%)
Downloaded Mobile Game	1,737	4.0%	(6.8%)
Used Mobile Instant Messenger	1,585	3.7%	(9.0%)
Used Work E-Mail	1,298	3.0%	(5.6%)
Purchased Wallpaper or Screensaver	945	2.2%	(2.1%)

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