Two more research/usage reports providing hard evidence that our mobile lives are moving faster than we could have ever imagined.
First, it’s that eMarketer study that we reported on recently, showing that daily mobile usage continues to rise almost exponentially. In 2013, nearly 2½ hours a day are devoted to time spent with mobile devices – nearly an hour ahead of radio. (And you know that it will go up from here.)
Second, it’s a qualitative study by Ipsos OTX and Ipsos Global @dvisor that was recently released. It suggests that branded apps generate more consumer interest in purchases. And apps contribute to keeping people up to date about brands, products, stores, or companies. Others pointed out that apps are simply easier to use than mobile sites or social media platforms.
Now for radio, this data may not translate perfectly. How you might feel about Oreo or Nike may be different than how consumers perceive and interface with radio. But the app experience – common to more than 90% of smartphone owners – has become an expected way for brands to interface with customers. And radio stations are brands just like any other product, service, or store.
While mobile revenue is an ultimate goal – and it will come – the extra benefits that come from developing apps that reflect positively on brands are there for the taking. Being on consumers’ preferred devices is one of those assets that resonates. Being where consumers are at every key point in their lives is what radio has always tried to be about. When you consider their mobile phones are omnipresent at work, home, school and where they go, always “on,” and a growing part of their media usage, radio’s emersion is a key part of the medium’s ability to adapt to changing times and gadgetry.
I am more than aware of the many other pundits in the wilderness shouting about the importance of content and relevance. But even if your brand is stellar and your content is killer, consumers can’t listen to you (or experience your brand) if they can’t find you. And today, having a branded app is at the epicenter of basic media consumption.
For years, broadcast radio has not been able to participate in new media platforms and gadgets from iPods to DVRs. Today, the app has changed everything.
For the better.
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.
- Radio + Thanksgiving = Gratitude - November 27, 2024
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
Leave a Reply