Majority of Top U.S. Media Outlets Reaching Mobile Consumers, According to Study by 2ergo

Eighty-four percent have a mobile website, smartphone application or both, but huge opportunity still exists through mobile channel
 
 
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May 24, 2011 - PRLog -- Arlington, VA – May 24, 2011 – 2ergo, an international provider of mobile business strategy and mobile marketing solutions, performed a study of the Top 100 media publications in the United States to understand how many are optimizing their content for mobile devices. The research found that the media industry is responding well to the enormous market demand for mobile access with 84% of the publications having a mobile website, a mobile application or both. Mobile sites were the most common, followed closely by iPhone applications, with Android and BlackBerry applications lagging.

2ergo investigated BurrellesLuce’s 2011 Top Media Outlets list of daily newspapers, popular blogs and consumer magazines. The highlights of the findings include:

-   Media outlets are embracing the notion that their readers are consuming content in a variety of ways, including mobile. Seventy percent of the top 100 publications have a mobile site and 71% of them have released an iPhone, Android or BlackBerry mobile application.

-   Of the media types researched, daily newspapers lead the way in providing mobile-friendly experiences with 86% of them having a mobile site. Bloggers followed with a healthy 64%, while the top consumer publications lag behind with only 44% having a mobile site.

-   Newspapers also lead the way in smartphone applications with 92% of them having released at least one app. Eighty-eight percent have an iPhone app, 38% have an Android app and 36% have a BlackBerry app. Twenty-eight percent have all three types of applications. Of the consumer publications, 64% have released at least one smartphone application, followed by bloggers at just 36%.

-   The majority of newspapers have chosen to monetize their mobile websites; 66% of them serve up mobile advertising.

-   Despite Android having a larger installed base than iPhone, there are more than double the number of iPhone apps than Android apps from the media outlets surveyed.

“The media industry is primed to take advantage of the massive shift to mobile browsing,” said Michael Scully, Market Director at 2ergo Americas. “The number of overall mobile subscribers accessing the mobile web continues to increase at a rapid pace, and one of the most popular categories is news. It is possible to create very unique and engaging experiences on the mobile web and through smartphone applications for content of this nature that is very dynamic and shareable.”

2ergo found that the media publications that offer readers exceptional mobile experiences focus squarely on providing up-to-the-minute news, leaving traditional items such as editorial and features to their print and online properties. Mobile sites that feature social media tie-ins and location-based weather are exploiting the benefits of mobile and encouraging readers to share content from anywhere.

“We found that many newspapers and consumer publications chose to launch a smartphone application before a mobile site, despite the fact that the mobile web has the potential to reach a wider audience at a lower cost while helping to inform larger app investment decisions,” Scully said. “Regardless of the channel, mobile can drive additional readership as well as support ad-funded, ‘freemium’ and subscription-based business models, helping generate revenues for an industry going through rapid transition.”

While the majority of top media publishers in the United States are embracing mobile, there are still thousands of media outlets that have yet to take advantage of the mobile market opportunity. To these publications, we recommend working with a trusted mobile partner like 2ergo who can guide you down the right path, simplify the mobilization of your content and reduce the time to market for those without in-house mobile resources.

2ergo also conducted a similar study of media publications in the United Kingdom. Of the 719 UK print media titles researched, only 80, or 11%, are using mobile websites to reach the widest audience possible.

If you would like a list of the media outlets surveyed or the raw data collected, please contact 2ergo at americas@2ergo.com. The full report called Mobilizing Media will be available for download at http://www.2ergo.com/blog.  The data used in this report is accurate as of March 2011.

About 2ergo
2ergo is the international mobile business and marketing solutions company. It combines innovative proprietary mobile technologies and professional services to help organizations of all sizes develop and execute their mobile strategies. Organizations such as ESPN, the Australian Broadcasting Corporation, Vodafone Hutchison Australia, Fox Sports, Fox News, Orange, Aviva, Fidelity, Transport for London, Ladbrokes, Times of India, Airtel, O2, Talk Mobile and Procter & Gamble have all benefited from 2ergo’s end-to-end mobile solutions to increase sales, mobilize business processes, reduce costs and enhance customer relationships. Headquartered in the UK, 2ergo has been a pioneer of enabling innovative mobile business solutions across multiple sectors and geographies since 1999. Its international presence spans North America, Latin America, India and Australia. 2ergo is AIM listed on the London Stock Exchange (AIM: RGO). For more information, visit www.2ergo.com.

Press Contacts
Lindsay Woodworth
Director of Marketing, 2ergo Americas
+1 703 822 7037
lindsay.woodworth@2ergo.com

# # #

2ergo is the international mobile business and marketing solutions company. It combines innovative proprietary mobile technologies and professional services to help organizations of all sizes develop and execute their mobile strategies. Organizations such as ESPN, the Australian Broadcasting Corporation, Vodafone Hutchison Australia, Fox Sports, Fox News, Orange, Aviva, Fidelity, Transport for London, Ladbrokes, Times of India, Airtel, O2, Talk Mobile and Procter & Gamble have all benefited from 2ergo’s end-to-end mobile solutions to increase sales, mobilize business processes, reduce costs and enhance customer relationships. Headquartered in the UK, 2ergo has been a pioneer of enabling innovative mobile business solutions across multiple sectors and geographies since 1999. Its international presence spans North America, Latin America, India and Australia. 2ergo is AIM listed on the London Stock Exchange (AIM: RGO). For more information, visit www.2ergo.com.
End
Source:Lindsay Woodworth, 2ergo
Email:***@2ergo.com Email Verified
Zip:22201
Tags:Mobile Sites, Mobile Media, Digital Media, Mobile Content, Mobile Publishing, Epublishing
Industry:Media, Wireless, Marketing
Location:Arlington - Virginia - United States
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