Brands must reevaluate how they use media platforms to communicate with consumers, as a new study published today reports that mobile will account for 24% of global media consumption this year.
Zenith’s Media Consumption Forecasts 2018 is the company’s fourth annual study, surveying the changing patterns of media consumption since 2011 and forecasting how the time consumers allocate to different media will change globally between 2018 and 2020.
According to the study, just 5% of media was consumed on mobile in 2011; but by 2020 it is expected to hit 28%.
Print media has suffered the most as mobile has grown, with time spent reading physical newspapers dropping 45% and magazines 56% since 2011.
Time spent on their online platforms is not included, however, and Zenith is quick to point out that for many publications the time they have gained online through desktop and mobile more than makes up for the time lost in print.
It’s a similar story for TV and radio, having shrunk 3% and 8%, respectively, across their traditional platforms, yet demonstrating impressive digital growth.
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According to Jonathan Barnard, head of forecasting and director of global intelligence, Zenith, the rise of mobile should be seen as an opportunity for brands rather than an obstacle.
“The truth is that the distinctions between media are becoming less important, and mobile technology offers publishers and brands more opportunities to reach consumers than ever.”
The study argues that, through mobile, brands can build awareness, create direct responses or communicate one-to-one, depending on how the consumer is using the device and their ‘mind-set’ whilst using it – i.e. whether they are actively searching for content, sharing holiday photos, or watching a video.
“By using data, ad tech and now artificial intelligence, brands can co-ordinate their communications across media and mind-sets to move them along the consumer journey most effectively,” added Zenith’s global brand president, Vittorio Bonori.
Total media consumption is also expected to grow, with the study estimating that the average person will spend 479 minutes a day consuming media this year and 492 minutes a day in 2020.
