It seems like everyone’s obsession these days is to determine how the consumer’s media usage share is being divvied up, thanks to the proliferation of gadgets and content options.
Problem is, everyone’s research studies look a little different, from Edison’s “Share of Ear” study to Nielsen’s new “Let’s Total It Up” report.
So when I across this rather startling chart below that BI Intelligence ran last week based on eMarketer data, it seemed like one more of the same. Except it was different.
It clearly shows that in the U.S., every medium is declining in overall consumption – except mobile. TV, radio, print, and even online are all headed down during these past five years, while mobile is up.
But is mobile a medium? Or is it a gadget? (Or gadgets?) Or is it both?
And as consultant Tomi Ahonen reminded us in “Mobile As 7th of the Mass Media,” mobile encompasses everything that has come before it. From movies to music to radio to TV to print to web sites, it’s all on our mobile devices.
That’s why mobile is such a potent concept. And it’s also why research like this is deceiving.
When we see mobile going up, does this mean that radio (or TV or print) consumption is going down? Or does it suggest there are declines in usage of this content on traditional television sets, good old AM/FM radios, and those pieces of paper delivered to our front porches? Because mobile is now delivering more and more broadcast content.
And if that’s the case, the only thing radio operators should be worried about is whether their content is easy to find, access, and use on mobile devices.
For some of you, that’s a clear-cut “yes.”
But for others, maybe a New Year’s Resolution might be to do what Benjamin Braddock didn’t do in The Graduate – and that was take Mr. McGuire’s advice.
One word: mobile.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Since way back when, I always thought mobile was “taking it with you”…..aka car radio, transistor radio, walkie talkie. Does anyone think handles are confusing? Seems EASY DELIVERY and GREAT CONTENT are what Media’s always has and always will be about. Just sayin’. Thanks, Fred! Clark
Clark, mobile is today’s portability path for radio. And in that context, the data is pretty darn clear. Thanks for the comment.
Unfortunately, mobile isn’t also radio’s profitability path. Right now, every listener that radio migrates from terrestrial to mobile costs them money. Until that can be fixed, radio will have to make the Hobson’s choice of either giving its fans what they want where they want it and making money. And no, NextRadio isn’t the fix – it isn’t even a band aid. ALmost all radio stations stream now and while that uses data (that the chip wouldn’t), mobile users seem to have no problem using their data on Pandora/Spotify etc. If they wanted to listen to terrestrial radio on their phones, they’d be doing it already.
Radio’s done only a so-so job of marketing its mobile apps due in part to ratings crediting fears. But a chart like the one in the post should convince broadcasters that there’s no choice but to embrace mobile. Thanks for commenting.
Hi Fred –
The catchall term is mobile. To me it will always be about access. The gadgets of the moment will continue to evolve but we must be able to access everything you want to access without restriction whenever and wherever. And if you have kids in their 20’s (I have two), you have seen the present and immediate future. They access everything on their smart phones.
I also think its always a good idea to study and listen to people who are building hundred million dollar media businesses on the Internet to see what we can learn.
Let me share some quotes on mobile from VICE Founder and CEO Shane Smith and his conversation with author Jeff Jarvis that I referenced the other day.
https://www.youtube.com/watch?v=3qHjln3yZFs&curator=MediaREDEF
Quotes –
– As goes India so goes the world –
– Young people watch everything on their phones. Don’t even carry a computer.
– The scale is mobile but the problem is how to monetize.
So there is no question about mobile usage (smart phones) or that broadcasters need to have presence and relevant content accessible where your users are. The real challenge for everyone is monetization.
Here are quotes about monetization…
– Probably not ad supported because ads suck. Display and pre-roll really suck on mobile.
– The answer? Maybe – brand partnerships, producer partnerships.
– Ads on mobile is a bad experience for the user. 50-60% of mobile users have ad blockers also.
– Ads don’t work on mobile.
– Smith: “Everyone will tell you that they have figured mobile out. I’m here to tell you that they haven’t; they’re liars – because I’m the furthest ahead of everybody and I still don’t know what the f*#% I’m doing.”
Accessibility should be a given. It is for Millennials. Your content needs to be platform and gadget agnostic. Again the real challenge for everyone is how do we make money on this content because accessible content isn’t free.
We’re beginning to see some creative and smart ways to monetize mobile in our jacapps division, Mike. Shane is correct about the space being wide open to ideas and innovations. Thanks as always for adding to our blog with your observations.