*Why we must stop swimmingin the tar pits of print think *Or end up Tim Stephens like Florida Sports Topics Mgr. these Orlando Sentinel guys South Florida Sun Sentinel here
Let’s start with an important fact … April 2012 National Newspaper Association survey found that 72 percent of survey responders had read printed newspaper in past week. Print advertising still accounts for about 90 percent of newspaper advertising revenue nationally However, online advertising will surpass overall print advertising in the U.S. in 2012 for the first time * For now
65-over 35-64 Under 40• Clearly defined expectations for • Represents the dawn of digital age • The majority of news consumers in news products based on their life and has spent much of adult life on this group cannot fathom a world in experiences. computer. which immediate answers are not• Generally distrustful of technology • Now primarily digital news immediately at their fingertips. but growing more comfortable using consumers. • Print newspapers, as produced it. Grandma is on Facebook but • Uses multiple platforms for news now, hold no relevance to them at she’s not really sure why. consumption but print needs are all – and likely never will. changing. • This group expects to • Very likely to use digital means for PARTICIPATE. If they don’t find purchases what they want, they’ll make it themselves. One size does not fit all.
Think User Experience!Three questions to ask:1. Who is viewing this?2. When are they view it?3. What tool are they using to access it?The answers to these threequestions influencepresentation.
Mobile! Mobile! Mobile! *Mobile traffic doubled in 2011 over 2010 usage. *It is expected to double again in 2012. *it will grow by 18 times between now and 2016. *Mobile traffic is growing at a rate comparable to overall internet usage in the late 1990s. *Mobile smartphones in use will surpass human population in 2012. *There will be 10 billion mobile connections by 2016 Source: Cisco Visual Networking Index Global Mobile Data Traffic Forecast
Mobile users = prolific users *Smartphones make up only 12 percent of total mobile phones at this point but make up almost 82 percent of mobile traffic. *0.5 percent of mobile users consume 1 GB of data monthly in 2011. But by 2016, 60 percent of mobile users will consume that much. *By 2016, 25 percent of mobile users will operate at least two personal devices. Source: Cisco Visual Networking Index Global Mobile Data Traffic Forecast
More change coming … fast *Mobile cloud traffic will increase 28 times by 2016. *Speed. More complex data now can be consumed. The more complex the device, the more traffic it generates. Mobile download speed is expected to improve 9 times by 2016. *Mobile video is projected to make up 71 percent of mobile traffic by 2016. More than 600 billion tablets are expected to have been sold by 2016. Source: Cisco Visual Networking Index Global Mobile Data Traffic Forecast
What’s the secret to digital success?These game changers share some common threads