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10 MEDIA TRENDSFOR THE NEXT TEN YEARSA Guardian/SurveyMonkey Study
Jon CohenVice President, Survey ResearchSurveyMonkey
FRANCE
GERMANY
BRITAIN
U.S.A.
AUSTRALIA
PERCENTAGE OF CONSUMERS FOLLOWING THE NEWS AT LEAST ONCE A DAY:
85%
84%
81%
77%
73%
DEMAND FOR NEWS SHOWS NO SIGN OF SLOWING
NO EASY OPTION FOR REVENUE(DON’T EXPECT PEOPLE TO PAY)
1
3
4
ONLINE ADVERTISING
METERED PAYWALLS
STREAMING VIDEO
EVENTS
OTHER
PUBLISHERS’ PREDICTIONS FOR RELIABLE REVENUE:
29%
20%
13%
8%
15%
HARD PAYWALLS
15%
5
“I WOULDN’T PAY FOR ANY TYPE OF NEWS BECAUSE AS A CITIZEN IT’S MY RIGHT TO KNOW THE NEWS”
- Sam, 19yo
GREATER FOCUS ON ORGANISATIONAL
CAPACITY
2
6
7
ORGANISATIONS SLOW TO ADAPT
CONSUMERS EXPECTING FREE CONTENT
PACE OF TECHNOLOGICAL CHANGE
ADVERTISERS LOOKING ELSEWHERE
AGGREGATORS
BIGGEST CHALLENGES FACING PUBLISHERS:
60%
46%
45%
39%
15%
HUNG UPON MOBILE
3
8
9
45% OF PUBLISHERS ARE NOT CREATING CONTENT FOR MOBILE
37% OF U.K. CONSUMERS SAY MOBILE CONTENT IS “FAIR” OR “POOR”
45%
37%
ANYONE WEARING WEARABLES?ANYONE?
4
10
ONLY 4% OF PUBLISHERS ARE CREATING CONTENT FOR WEARABLES
11
4%
CONTINUED DECLINE FOR
ONCE KING BANNER ADS
5
12
13
29%
FEW PUBLISHERS SEE ONLINE BANNER ADS
AS MAJOR PART OF THE BUSINESS IN 10
YEARS
PRODUCTIVE BLEND OF CONSUMER DATA AND CREATIVITY
6
14
15
68%
MOST PUBLISHERS SAY ACCESS TO MORE
CONSUMER DATA WILL BOOST CREATIVITY
TECHNOLOGY GOVERNSBUT CREATIVITY REIGNS (HOPEFULLY)
7
16
17
CREATIVITY WILL BE MORE IMPORTANT THAN TECHNOLOGY
72%
HAVE YOU TWEETED THIS
YET?
8
18
19
CONSUMERS SAY SOCIAL MEDIA WILL OVERTAKE TV AS AN AD PLATFORM
TELEVISION 59%
COMPUTER 20%
RADIO 8%
MOBILE 6%
PRINT 5%
TABLET 5%
PLATFORM ON WHICH CONSUMERS LAST RECALL SEEING AN AD:
72%
HERE COME THE G-MEN
9
20
21
70%
PUBLISHERS SUPPORT GOVERNMENT
REGULATION OF THIRD-PARTY DATA SHARING
AGREEMENTS
STANDBY FOR EVEN MORE
DISRUPTION
10
22
23
76%
PUBLISHERS SEE MORE CHALLENGES AHEAD
Twitter: @SurveyMonkeyFacebook: www.facebook.com/SurveyMonkey
Thank you.
