Mobile, Dear Companion of Print

About ten days ago, the Interactive Advertising Bureau (IAB) released an in-depth research report (link to pdf) that reveals how receptiveness to advertising and media consumption varies by device, time of day, location and gender. Even if the results are US-based, I still think it's interesting to 'travel' outside Europe to look in which way 'older' (or younger!) mobile market are evolving.

Key roles

'Smartphones are mission-critical devices for life' while 'tablets are media consumptions hubs'.  70% of the smartphones users surveyed won't leave home without their phone. Tablet users insist on the 'entertainment' function of their gadget. Both types of devices are affecting 'traditional' media consumption. And that is a good news... and a bad news for the 'dinosaurs' in the industry (irony). 

Media companies must face one truth: two audiences are emerging – one that drives traditional media through mobile; another that detracts. This phenomenon goes beyond print with 24% of tablet users watching less traditional TV due to tablet based viewing. This is especially true for women. About one-quarter of smartphone users report that their device is changing their consumption of both print AND TV. 

Print Companion 

Many specialists tend to focus on the use of tablets and/or smartphones when watching TV, the so-called 'second-screen'. In this survey, the researchers were also curious about the use of mobile devices during the consumption of printed content (magazines and newspapers). 

Tablet users seem to multitask more with their devices when reading magazines or newspapers. Some 81% of the concerned respondents have indicated that their tablet is a companion of the 'Print Reading activity' (vs 48% for use of smartphone). Some 73% browses the internet and 63% is doing some shopping.

Click on pic for better view

Respondents who use their smartphone during the 'print reading activity' tend to browse the internet as primary multitasking activity (73%). Access social media ranks third (53% vs 65% for the use of tablets) and shopping fourth (63%).

So, take a look at the opportunities. Keep adding (smart) features in printed ads in order to access these devices more smoothly. Strategic print planners, it does make sense to repeat to advertisers and agencies to add this product/company URL in your print ad. Take all the advantages print can give you. But please be subtil and clear with
-sometimes ugly but sometimes useful-  QR-codes.