Smartphones Seen As Major Disrupting Influence To Media Industry: Survey

Smartphones Seen As Major Disrupting Influence To Media Industry: Survey

By James Quintana Pearce - Fri 06 Feb 2009 02:24 PM PST

Mobile are seen as a strong disrupting influence in the media industry, according to a survey by KPMG of 200 media and advertising executives at the AlwaysOn OnMedia conference. While the most people cited the ad downturn is the media industry's major trend (almost half), 40 percent thought the growing use of mobile phones for more than just talking was a significant trend and 17 percent thought smartphones' potential for location-targeted content, advertising and marketing was an important trend reports Online Media Daily. Location-based advertising was seen as having the most promise for mobile advertising, although I also think it has the most threats (people were talking about bluespamming practically before they were talking about SMS spam). Perhaps the most important result: "87 percent of those surveyed say media companies will shift more content to mobile devices in the next two years. Most say companies so far have adapted less than a quarter of their content for mobile".