Only half of media firms deliver mobile content

Only 50 per cent of media organisations are creating content specifically designed for mobile, while over a third of UK consumers rate the current mobile experience as "fair" or "poor", according to study by SurveyMonkey.

The poll, conducted by SurveyMonkey in conjunction with The Guardian, analysed the key media trends for the next 10 years.

The research found that 80 per cent of those surveyed read the news at least once a day. However, respondents rated the quality of print media over that delivered digitally.

Despite the recent media frenzy around the Apple Watch, 69 per cent of those surveyed did not plan to consume content on a smartwatch, with the majority saying the only content they would view on a wearable device was the time.

Publishers share a similar approach towards wearable tech, as only four per cent of organisations said they were currently creating content for these products.

When asked to recall the last time they had seen an advert, 59 per cent of respondents said it was on TV, compared with only 20 per cent who said it was on a computer.

While TV remains most important for consumers in terms of advertising, respondents said they expected this to change, with 72 per cent predicting social media would overtake TV as an ad platform over the next 10 years.

Only six per cent of media companies thought online banner ads would be a major part of the media business in 10 years’ time, demonstrating the declining popularity of this type of advertising.

Equally, 57 per cent of consumers rated the quality of online ads as "fair" or "poor".

The research showed that publishers prize creativity over technology, with 69 per cent supporting this view. However, 68 per cent said that more access to consumer data would help them deliver more creative content.

Jon Cohen, VP of survey research at SurveyMonkey, said: "It is clear that media brands need to redouble their efforts on providing a quality mobile content experience, or risk becoming obsolete as consumers look elsewhere.

"It is also telling that, despite all the buzz, wearables are still not a focus area for consumers or media brands alike. It underlines the value for brands to hear from real consumers to cut through all the noise before committing to a strategy that could ultimately prove to be a dead end."

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