Publisher members of the Audit Bureau of Circulations (ABC) and ABC Interactive (ABCi) are implementing plans for harnessing the mobile market's potential and focusing on strategies that increase revenue from the distribution channel. According to a new survey from ABC and ABCi, 'Going Mobile: How Publishers Are Solidifying Strategies and Adapting to the Mobile Market', publishers see digital distribution of their publication as an increasingly important element of their strategic future. The survey further notes that publishers are actively pursuing new dissemination methods offered by mobile websites, e-readers and tablets, and smart phones to reach a new generation of consumers.
This is the second annual mobile survey from ABC and ABCi. The 2009 survey offered an early stage snapshot of the activities taking place in and around the mobile market. The latest iteration of research provides an update on the extensive developments taking place in this rapidly changing market.
According to the survey, mobile continues to receive more attention at newspapers, consumer magazines and business publications this year than last. In 2009, 70 percent said mobile was receiving more attention at their publication. This year, the number increased to 87 percent. Sixty-five percent believe that digital delivery of their publication is important to their strategic future, up from 55 percent last year.
Despite the increased focus on the mobile market, publishers still believe that their print publication is valuable and will continue to exist. Seventy-eight percent of respondents overwhelmingly disagreed that their publications would be delivered in a digital-only format within the next five years. The survey noted that e-readers are clearly making their impact this year with the introduction of the Apple iPad and other tablet devices. In 2009, 42 percent of respondents believed that e-readers would become vital distribution channels for their publication. This year, that number jumped to 63 percent.
Survey respondents continue to list Apple as the number one e-reader manufacturer expected to impact the publishing market, but Google/Android makes a strong survey debut in second place, followed closely by Amazon.com. Despite Apple's high ranking, publishers are concerned about its app business model and the way it shares data. Only 11 percent of respondents indicated they were satisfied with the analytics and subscriber information they receive from Apple. Nineteen percent said they were satisfied with Apple's app business model.
All of ABC's publisher members are experimenting with charging for mobile content. Forty-three percent of consumer magazines said they currently charge for mobile apps, followed by 39 percent of business publications and 21 percent of newspapers. Publishers are optimistic about their ability to monetise mobile content. Thirty-seven percent expect mobile to significantly impact their revenue in just two years.
The research for 'Going Mobile: How Publishers Are Solidifying Strategies and Adapting to the Mobile Market' was conducted via a voluntary web-based survey held between July 19 and July 30, 2010.
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