Smartphones and tablets break all records. In addition, mobile versions increasingly replace print versions for the readers, who buy iPad editions of newspapers and magazines instead of using printed editions; more and more TV viewers are reminded of TV shows by their mobile phones instead of reading TV guides. If you look at American advertising expenditures in comparison to media usage, you can see a massive imbalance in the dispersion of media budgets in print and mobile areas: 23% of media usage fall upon mobile channels, whereas it´s only 1% of the commercial money that is invested in mobile services. In comparison print only gets 6% of the attention in total, but 29% of the commercial money! The relation of TV and radio is the only one that is relatively even.
Mobile: A market with huge potential
Source: Flurry Analytics, 2012
Why is there such an imbalance in media expenditures?
The market researchers of Flurry base their data with a rapid technological progress: ‘Madison Avenue and brands have yet to adjust to an unprecedented adoption of apps by consumers.’ The growth of mobile channels develops rapidly, which means that companies have a hard time keeping up.
In addition, there is definitely a lack of familiarity in the commercial industry, because these channels are rather new on one hand, and users generally trust the TV channels on the other hand. Thus, a current Nielsen survey ‘The Digital Revolution: A Look Through the Market´s Lens’ divides the trust of users in different kinds of commercials: according to the survey, commercials on their own brands´ website (52%) and on TV (56%) enjoy most of the user´s trust – mobile commercials (27%) are trusted least of all. It is placed at the bottom. This means a prospective challenge for all marketers is going to be: In order to utilise all the potential of the market, the user´s trust in mobile services has to be strengthened.
The digital user´s trust in TV is much higher than in mobile commercials.
Source: Nielsen 2012, The Digital Revolution: A Look Through the Market´s Lens
Conclusion: The mobile channel has a lot of potential. But companies still invest far too often in other wrong channels. A redistribution of the budget in digital and especially mobile channels helps provably to increase the marketing efficiency. Thus, aquarius consulting has developed a method that identifies and implements the individual points of efficiency enhancement of a company in marketing and distribution. Contact us, we will support you to implement an individual, unique strategy.
