Social Media and Mobile Video Equal More Web Sharing; Death of Newspapers Greatly Exaggerated (For a Change)


Social Media Drives Mobile Video Discovery

Search engines are great tools for finding specific content, but when it comes to discovery, social media is leading the way. Or at least when it comes to video content on a mobile platform.

According to a recent survey conducted by Harris Interactive, 67% of more than 2000 respondents discover videos via social media sharing on their mobile device.

Conversely, only 41% of the respondents said that they discover video content through search engines. While 64% say they find videos are the dedicated apps themselves (e.g. YouTube and Hulu apps).

Mobile usage is proliferating quickly, however. Harris Interactive’s survey seems to suggest that user habits change when moving from a desktop to a mobile device.

Here are some other salient stats from the study:

• 35% of the mobile audiences are watching video on their devices; that roughly equates to more than 50 million people, meaning that around 35 million mobile users discover video through social media.

• Men are 10% more likely than women to watch mobile videos.

• Users between the age of 18-44 are three times more likely to watch video on a mobile device than users outside this demographic.

• Households with children are 48% more likely to watch video on a mobile device than households without children.

Source: Harris Interactive

Newspapers are Dead, Long Live Newspapers

It may come as a surprise, what with digital media all the rage, but most Americans still read newspaper content (content being the key word). According to a study conducted by Scarborough Research with the Newspaper Association of America, 69% of adult Americans (around 164 million people) access newspaper content in print or online during a typical week, or on a mobile device during a typical month.

While there have been several ominous forecasts sounding the newspaper industry’s future, the study shows some promising takeaways.

Specifically, the indication that newspaper content is still very much in demand, even within the rapidly growing mobile platform.

Also worth noting from the study:

• 17% of mobile users are classified as “mobile only,” meaning they access newspaper content exclusively on their mobile devices.

• 54% of adults 18-24 consume newspaper content in print or on a conventional computer.

• The median age for print-only consumers is 54, which is contrasted by the median age of online-only consumers at 43, and even more so by mobile-only consumers whose median age is 33. PRN

Sources: Scarborough Research and the Newspaper Association of America

Weber Shandwick’s “The Social CEO: Executives Tell All” study reveals that taking part in social media is a no-brainer for CEOs. As the chart (above) shows, blogging enhances each identified benefit in tandem.

This article appeared in the June 10 issue of PR News. Subscribe to PR News today to receive weekly comprehensive coverage of the most fundamental PR topics from visual storytelling to crisis management to media training.




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