Archive for December, 2013

Mobile Apps are the Way Forward

The numbers don’t lie, and the statistics are incredible.

According to a recent IDC (International Data Corporation) report sponsored by IBM, more than half of Internet users use a mobile device to access it. That’s about 1.4 billion users worldwide. By 2017, nearly two-thirds of the global population will access the Internet using their mobile devices. That is almost two and a half BILLION people!

IDC estimates that mobile Internet users will have spent approximately 14 hours each month online in 2013, increasing to 27.7 hours per month by 2017. Mobile ecommerce also continues to expand. IDC estimates that 16% of mobile Internet users will buy products online in 2013, and up to 22% in 2017.

Absorb this…36% of the world’s population will use the Internet by 2017, and this will increase to 3.5 billion people, or 46% of the population on the planet, in short order.

Internet users are continuing to spend more of their time online. It’s currently about 99 hours each month, and IDC expects this to increase to 109 hours per month by 2017. Internet users will generate $13.6 trillion in ecommerce transactions in 2013 and $23.6 trillion in 2017, a compound annual growth rate (CAGR) of 14.8%.

Mobile apps are no longer a luxury or “extra” line item in a marketing strategy or digital publishing program. They are necessary tools. Digital magazine downloads are nearing 2 million per week, and readers of digital publications are also highly engaged with this content, spending more time with the digital content than with similar print publications.

The growth of audience share and engagement times bodes very well for the transition from print-only publishing to a digital option.  Consumers are eager to immerse themselves in the interactive experience provided by digital publications, and publishers must be ready to exceed their expectations with a digital print solution that delivers a fulfilling experience.

MobileApps

The Medium is the Message

The magazine publishing industry and the ads contained within these publications in this new digital age are evolving at a fast rate.

The global publishing industry is constantly undergoing major changes. People are rapidly migrating from the printed page to the Internet and smart devices for information and entertainment. Consumer behavior is shifting and publishers must respond in kind. But you know this.

Although most consumers still prefer to read hard copies of magazines, the percentages are rapidly flipping. Many are also interested in reading digital content exclusively on hand-held devices, and younger consumers would rather access content digitally.

Consumers still expect to pay more for printed content than for content distributed electronically, which is not always the case, with the recent trend of pay-wall type subscriptions. Many consumers have thus far seen digital-only content as a substitute for printed content, but that perception is also changing.

Marketing

The magazine publishers that have proved most successful in entering the digital space are those that have been able to leverage strong brands across multiple media platforms and generate revenues from online advertising, search-engine marketing and e-commerce. In short, they have recognized that digital media require different business models from those they have developed to support their traditional print operations.

Magazine publishers and media buyers are well aware that consumers are shifting towards digital media. Some publishers expect to generate at least 20% of their revenues from digital platforms in the near-term. Traditional consumer magazine publishers that want to capture a share of the booming digital market will have to make major operating changes and the pay model for its products. Moreover, to successfully transition into the digital media model, publishers must first understand what digitally enabled consumers really want.

Although consumers differ by age, gender and nationality in their attitudes towards digital publishing, they are almost unanimous on one point: their aversion to intrusive online advertisements. Recent research has found that most consumers, regardless of age, dislike pop-up ads. Young respondents are more tolerant of pop-up ads when the content is free, while older readers are more willing to pay to avoid them.

Content advertising is becoming the standard for digital publications as advertising evolves in response to the reactions of consumers. The opportunities for revenue generation are varied and numerous. There is a digital solution that is right for your market sector. Let’s discuss it.