Consumers ditch print media for mobile, advertisers take note


Advertisers have even more incentive to go mobile with the results of this year's IDG Global Mobile Survey pointing to an abandonment of traditional print media in favor of smartphones and tablets.

According to the survey results, 53 percent of millennials and 49 percent of Generation X--those 35 years and older--replaced newspapers with tablets. Smartphones had a high percentage too; 49 percent and 38 percent of millennials and Generation X, respectively, prefer using their smartphones to read the news.

The situation is similar for magazines. IDG found that 51 percent of millennials replaced print magazines with their tablet and 39 percent of them ditched magazines for their smartphones. The percentages are a little less for Generation X--45 percent use tablets and 30 percent use smartphones instead of using print magazines--but it is clear that print tops the list of media replaced by smartphones and tablets.

These findings add to the conversation about mobile advertisements and the need for marketers to adapt to a changing landscape. What with mobile ads spurring the highest U.S. ad spending jump in a decade and FierceMobileIT's recent coverage on the effectiveness of mobile video ads, perhaps advertisers will get that extra push they need to become mobile-first.

An eMarketer article cites recent research done by GfK MRI Starch Advertising Research that found that consumers recall magazine ads at the same rate--52 percent--on both tablets and print. This is pretty good, some advertisers may think, but when comparing the limits of print ads and the versatility of mobile ads--videos, graphics, animation, text--the latter has the potential to reach more customers and help grow enterprises.

For more:
- learn more about the IDG Global Mobile Survey
- read the eMarketer article

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