How mobile readership is changing final

The rise of mobile:The rise of mobile: A new era in B2B marketing

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Across the globe, individuals and businesses are rapidly adopting a wide range of mobile technologies, from smartphones to tablets.

Smartphones. Tablets. Mobile is booming.

Mobile growth is even surpassing population growth.

In January 2012, there were more iPhones sold each day than there were babies born in the world.1

1 “There are now more iPhones sold than babies born in the world every day,”

The Next WebPhoto by mokra

In the U.S., most of the population is using mobile devices.

Photo by woodleywonderworks

More than286 million American consumers are using mobile phones—92 percent of the population.1

1 “

Key Global Telecom Indicators for the World Telecommunication Service Sector,”

International Telecommunication Union

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• From December 2011 to January 2012, tablet and e-reader ownership in the U.S. has almost doubled.1

• Approximately19 percent of all American adults now own a tablet or e-reader.2

1,2 “Tablet and E-book reader Ownership Nearly Double Over the Holiday Gift-Giving Period

,” Pew Internet & American Life Project

Photo by The Intrepid Traveler

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How are these devices being used?

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But how are these devices being used?

of iPad owners consume news on their devices.1

53% of tablet news readers say their tablet replaces what they used to get from a print newspaper or magazine.2

59%

of tablet owners now consume news on the tablet that they used to access in other ways.3

90%

Consuming information is among the top activities on mobile devices.

1-3 “The Tablet Revolution,” Journalism.org

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of those who read long articles end up reading articles they were not initially seeking out.2

of all tablet users who consume news weekly consume more news than before they had a tablet.1

88% 77%

Mobile users are not just reading the news, they are collecting information that can affect their business decisions.

1,2 “The Tablet Revolution,” Journalism.orgPhoto by Miki Yoshihito

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Your competitors know this.

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People who now consume content on tablets typically consume more content than before.1

1 1 “The Tablet Revolution“The Tablet Revolution,” Journalism.org,” Journalism.orgPhoto by Johan LarssonPhoto by Johan Larsson

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Your competitors also know this.

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of tablet news users share news through e-mail or social networking.1

41%

of those who get news on tablets said they had talked with someone about a long article they had read there.2

85%

Once people have consumed information on a mobile device, they “like” it, “tweet” about it, and share it with friends and co-workers.

1,2 “The Tablet Revolution,” Journalism.org

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Your competitors know this, too. They’re probably tweeting about it.

Photo by Maryland GovPicsPhoto by Maryland GovPics

14Photo by Colin Dunn

What do these trends mean for your B2B communications?

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You need to place content where your customers will see it. 1

• Your content must be ready to be consumed on—and be optimized for—mobile platforms.

• Customers will expect mobile content that supplements existing print and Web materials.

Photo by Nitesh Bhundia

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The move to mobileenables you to deliver more and richer content.

2• If people are

consuming more information on mobile devices than other platforms, you should deliver.

Photo by Chris PurcellPhoto by Chris Purcell

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3 Moving content to mobile platforms can help you promote products and facilitate sharing.

Photo by Johan Larsson

• Capitalize on the rich multimedia capabilities of mobile platforms to provide a wealth of engaging content.

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Mobile-optimized content will reach more and more readers. If you don't have a mobile plan in place, get one started.

Photo by Paul Kroll

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By establishing the approach and process for porting content to mobile platforms today, your business can prepare itself for the future.

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As your competitors develop content for mobile technologies, you need to do the same—and better.

Don’t get left behind.

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Find out more. Talk tous today about getting your mobile marketing strategy moving.

Let our award-winning expertise help you make the move to mobile. Our broad portfolio spans media to engage buyers wherever they are.

We can help you develop and execute a mobile marketing strategy so you can make the most of this emerging era in business communications.

TDA can help.

[email protected]

Address:800 W. El Camino Real, Suite 101Mountain View, CA 94040

Phone: 650 919 1200Fax: 650 919 1210