1. 10 MEDIA TRENDS
FOR THE NEXT TEN YEARS
A Guardian/SurveyMonkey Study
Jon Cohen
Vice President, Survey Research
SurveyMonkey

2. FRANCE
GERMANY
BRITAIN
U.S.A.
AUSTRALIA
PERCENTAGE OF CONSUMERS FOLLOWING
THE NEWS AT LEAST ONCE A DAY:
85%
84%
81%
77%
73%
DEMAND FOR
NEWS SHOWS
NO SIGN OF
SLOWING

3. NO EASY OPTION FOR REVENUE
(DON’T EXPECT PEOPLE TO PAY)
1
3

4. 4
ONLINE ADVERTISING
METERED PAYWALLS
STREAMING VIDEO
EVENTS
OTHER
PUBLISHERS’ PREDICTIONS
FOR RELIABLE REVENUE:
29%
20%
13%
8%
15
%
HARD PAYWALLS
15%

5. 5
“I WOULDN’T PAY FOR ANY TYPE OF NEWS BECAUSE AS
A CITIZEN IT’S MY RIGHT TO KNOW THE NEWS”
- Sam, 19yo

6. GREATER FOCUS ON
ORGANISATIONAL CAPACITY
2
6

7. 7
ORGANISATIONS SLOW TO ADAPT
CONSUMERS EXPECTING FREE CONTENT
PACE OF TECHNOLOGICAL CHANGE
ADVERTISERS LOOKING ELSEWHERE
AGGREGATORS
BIGGEST CHALLENGES
FACING PUBLISHERS:
60%
46%
45%
39%
15
%

8. HUNG UP
ON MOBILE
3
8

9. 9
45% OF PUBLISHERS
ARE NOT CREATING
CONTENT FOR
MOBILE
37% OF U.K.
CONSUMERS SAY
MOBILE CONTENT IS
“FAIR” OR “POOR”
45%
37%

10. ANYONE WEARING
WEARABLES?
ANYONE?
4
10

11. ONLY 4% OF
PUBLISHERS ARE
CREATING CONTENT
FOR WEARABLES
11
4%

12. CONTINUED DECLINE
FOR ONCE KING
BANNER ADS
5
12

13. 13
29% FEW PUBLISHERS SEE
ONLINE BANNER ADS AS
MAJOR PART OF THE
BUSINESS IN 10 YEARS

14. PRODUCTIVE BLEND OF CONSUMER
DATA AND CREATIVITY
6
14

15. 15
68%
MOST PUBLISHERS SAY
ACCESS TO MORE
CONSUMER DATA WILL
BOOST CREATIVITY

16. TECHNOLOGY GOVERNS
BUT CREATIVITY REIGNS
(HOPEFULLY)
7
16

17. 17
CREATIVITY WILL BE MORE
IMPORTANT THAN
TECHNOLOGY
72%

18. HAVE YOU TWEETED
THIS YET?
8
18

19. 19
CONSUMERS SAY
SOCIAL MEDIA WILL
OVERTAKE TV AS AN AD
PLATFORM
TELEVISION 59%
COMPUTER 20%
RADIO 8%
MOBILE 6%
PRINT 5%
TABLET 5%
PLATFORM ON WHICH CONSUMERS LAST
RECALL SEEING AN AD:
72%

20. HERE COME
THE G-MEN
9
20

21. 21
70%
PUBLISHERS SUPPORT
GOVERNMENT REGULATION
OF THIRD-PARTY DATA
SHARING AGREEMENTS

22. STANDBY FOR EVEN
MORE DISRUPTION
10
22

23. 23
76%
PUBLISHERS SEE MORE
CHALLENGES AHEAD

24. Twitter: @SurveyMonkey
Facebook: www.facebook.com/SurveyMonkey
Thank
you.