Transcript
10 MEDIA TRENDS
FOR THE NEXT TEN YEARS
A Guardian/SurveyMonkey Study
Jon Cohen
Vice President, Survey Research
SurveyMonkey
FRANCE
GERMANY
BRITAIN
U.S.A.
AUSTRALIA
PERCENTAGE OF CONSUMERS FOLLOWING
THE NEWS AT LEAST ONCE A DAY:
85%
84%
81%
77%
73%
DEMAND FOR
NEWS SHOWS
NO SIGN OF
SLOWING
NO EASY OPTION FOR REVENUE(DON’T EXPECT PEOPLE TO PAY)
1
3
4
ONLINE ADVERTISING
METERED PAYWALLS
STREAMING VIDEO
EVENTS
OTHER
PUBLISHERS’ PREDICTIONS
FOR RELIABLE REVENUE:
29%
20%
13%
8%
15
%
HARD PAYWALLS
15%
5
“I WOULDN’T PAY FOR ANY TYPE OF NEWS BECAUSE AS
A CITIZEN IT’S MY RIGHT TO KNOW THE NEWS”
- Sam, 19yo
GREATER FOCUS ON
ORGANISATIONAL CAPACITY
2
6
7
ORGANISATIONS SLOW TO ADAPT
CONSUMERS EXPECTING FREE CONTENT
PACE OF TECHNOLOGICAL CHANGE
ADVERTISERS LOOKING ELSEWHERE
AGGREGATORS
BIGGEST CHALLENGES
FACING PUBLISHERS:
60%
46%
45%
39%
15
%
HUNG UP
ON MOBILE
3
8
9
45% OF PUBLISHERS
ARE NOT CREATING
CONTENT FOR
MOBILE
37% OF U.K.
CONSUMERS SAY
MOBILE CONTENT IS
“FAIR” OR “POOR”
45%
37%
ANYONE WEARING
WEARABLES?
ANYONE?
4
10
ONLY 4% OF
PUBLISHERS ARE
CREATING CONTENT
FOR WEARABLES
11
4%
CONTINUED DECLINE
FOR ONCE KING
BANNER ADS
5
12
13
29% FEW PUBLISHERS SEE
ONLINE BANNER ADS AS
MAJOR PART OF THE
BUSINESS IN 10 YEARS
PRODUCTIVE BLEND OF CONSUMER
DATA AND CREATIVITY
6
14
15
68%
MOST PUBLISHERS SAY
ACCESS TO MORE
CONSUMER DATA WILL
BOOST CREATIVITY
TECHNOLOGY GOVERNS
BUT CREATIVITY REIGNS (HOPEFULLY)
7
16
17
CREATIVITY WILL BE MORE
IMPORTANT THAN
TECHNOLOGY72%
HAVE YOU TWEETED
THIS YET?
8
18
19
CONSUMERS SAY
SOCIAL MEDIA WILL
OVERTAKE TV AS AN AD
PLATFORM
TELEVISION 59%
COMPUTER 20%
RADIO 8%
MOBILE 6%
PRINT 5%
TABLET 5%
PLATFORM ON WHICH CONSUMERS LAST
RECALL SEEING AN AD:
72%
HERE COME
THE G-MEN
9
20
21
70%
PUBLISHERS SUPPORT
GOVERNMENT REGULATION
OF THIRD-PARTY DATA
SHARING AGREEMENTS
STANDBY FOR EVEN
MORE DISRUPTION
10
22
23
76%
PUBLISHERS SEE MORE
CHALLENGES AHEAD
Twitter: @SurveyMonkey
Facebook: www.facebook.com/SurveyMonkey
Thank you.
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