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New Study Looks at How Mobile Fits Into Daily News Consumption

Recently, News Corp announced that they were pulling the plug on their subscription based, mobile only newspaper The Daily. It was a grand attempt to get readers to pay for quality content but it fell far short of expectations. Did News Corp do something wrong, or is it the concept as a whole that is at fault?

Mojiva has some data that could help answer that question. They’re a mobile ad network site that reaches 1.1 billion mobile devices around the world. They just published a new report covering the US and the UK titled “The State of Mobile News Consumption“.  Talk about spot on!

Amy Vale, VP, Global Research and Strategic Communications of Mojiva, Inc. begins with this:

Viggle Jumps into the Holiday Stats Pool With a Cheery Infographic

My favorite social TV app, Viggle has decided to use their great power for the good of online marketers everywhere. They’ve put their vast, TV addicted audience to work on a survey about their holiday shopping intentions, then they packed the results into a jolly infographic just for you. . . and you. . . and you over there sucking on that candy cane.

The mad scientist in me will now dissect said infographic, for your edification and enjoyment.

We start with some good news:

That average spend isn’t too bad. Retailers would like to see more, of course, but $505 is a number most of us can live with.

News Corp Pulls the Virtual Plug on their iPad Newspaper

Falling just short of their two-year anniversary, News Corp is shutting down their iPad newspaper The Daily.

On the surface, this doesn’t sound like big news, but it’s a terrible blow for content producers. You see, The Daily was News Corp’s attempt to show that a digital / mobile was a viable substitute for the printed newspaper. With subscriptions and ad dollars falling, news publishers know they have to go virtual to remain in the game but it’s just not working — not in terms of ad sales or subscriptions.

In 22 months, The Daily acquired 100,000 paying subscribers. The prices varied slightly by device but in general we’re talking $19.99 a year for Kindle, $39.99 for iPad and other tablets. Initially, a lot of subscribers came on board for the novelty, drawn in by the promise of quality journalism in an interactive format.

What Were Consumers Doing for 121 Billion Minutes This Past July?

According to stats-meister Nielsen, in July 2012, US consumers spent 121 billion minutes navigating the shark-infested waters of social media. Facebook, Twitter, Pinterest and the rest — up 37% from July 2011 and that’s quite a feat.

The majority of the time was spent using a traditional computer, but look at mobile. The larger square represents Apps, the smaller, cell phone looking icon represents browser use through a mobile device. Together, they show a 63% increase over last year.

Breaking the numbers down, Nielsen found that women were responsible for most of the social media usage both on the PCA and through mobile. Ages 18-24 ate up the most minutes on the PC but Ages 25-34 snuck ahead on the mobile site, but not by much. Ethnically, speaking Hispanics were way out in front on mobile usage with PC usage being fairly evenly divided.

More Holiday Stats: Tablets Beat Traditional for Conversions on Cyber Monday

As the Thanksgiving weekend fades away in the rear-view mirror, I’d like to offer up one more set of stats. These come from Monetate and one line in particular is so amazing, I’m not sure I’m interpreting it correctly.

Overall, tablet conversion rates exceeded conversion rates on the traditional web for the first time on Cyber Monday (5.84% to 5.51%). In 2011, the numbers were 5.48% (tablets) and 5.98% (traditional web).

This is saying that on Cyber Monday more people who shopped the web by tablet followed through and bought things than people who used their computer (traditional). Right? Is there any other way to interpret this chart?

More facts:

– Conversion rates on the iPad on Cyber Monday were over 6%, more than 2 percent higher than any other day during the Thanksgiving – Cyber Monday period.

Mobile Ads Among Least Liked Ad Forms

People apparently like a clean mobile experience. If the findings of a MillwardBrown AdReaction Study 2012 are accurate mobile ads are among the least liked of all ad formats. The following chart comes from Marketing Charts which repackaged the MillwardBrown findings shows that mobile ads keep company with the likes of some forms of spam email with regard to being liked. Ouch.

So why are people more tolerant of ads elsewhere? It’s could be that they simply accept the ideas of ads on TV and in other media. We are used to it and it is expected. Mobile is a relatively new player and it emboldens consumers to call for a cleaner and less cluttered experience or at least the ability to create an experience of their choice.

November Mobile Mix: Android Captures 52 Percent of Ad Impressions

Another Millennial Media Mobile Mix is here and it’s like finding the first gift of the holiday season. You know how I love their inventive covers and this month they went with something classical. Here’s just a snippet. I’ll have a link for the whole image and the download at the end of this post.

Smartphones

Apple is still the leading device manufacturer but Android picked up 52% of the ad impressions on their network. Just two years ago, iOS owned 50% of the ad impressions and Android got only half that, so it’s quite a change in just a short time. Blackberry is hanging in but their numbers are rapidly dropping.

Non-Phone Devices