Is a mobile phone a media platform

Media Consumption Forecasts 2018:
The mobile internet is changing media usage

The mood of the consumer counts

The widespread use of mobile internet has blurred the boundaries between the individual media channels: mobile internet can be used for entertainment, news, information, research, socializing and communication. Brands can use it to increase their awareness, to receive direct responses, for one-to-one communication or to generate earned content, depending on how the consumer uses the device and, in particular, what mood they are in.

If a consumer is actively looking for certain information, he is in a completely different state than when he shares vacation photos with friends or while watching a video in a relaxed manner. Zenith's advice: "Brands need to learn to understand the signals a consumer is sending out with their activity in order to identify their state of mind and choose the right form of communication."

This blurs the distinction between conventional and digital media: it is more important that a consumer reads the news and less important whether this is done on paper or online. People who watch video content on TV, on laptops or smartphones have a lot in common, while people who watch long entertainment programs find themselves in a completely different mood than people who scroll short content on social media. Brands would have to decide what role each media platform plays in their communication strategies, regardless of how the consumer uses them.

Media consumption continues to rise

The rapid spread of Internet use has resulted in the average media consumption of the individual rising sharply. Because consumers now have access to an unlimited range of content almost everywhere and at all times of the day. In 2018, media consumed an average of around 479 minutes per day - that is 12 percent more than in 2011. Zenith forecasts an increase in daily media consumption to 492 minutes by 2020.

Between 2011 and 2018, the time spent in cinemas increased by 3 percent as cinema operators invested in bigger screens and thus in a better experience for visitors and the film studios were able to better market their films to an international audience. On average, however, people spend significantly less time in the cinema than with any other media - namely only 1.7 minutes per day in 2018. Zenith expects this to increase to 1.9 minutes by 2020.

Opportunities for the customer journey

"According to traditional definitions, all other media lose to mobile Internet," saysJonathan Barnard, Head of Forecasting and Director of Global Intelligence at Zenith. "But the truth is that the lines between media are becoming blurred and that mobile technology is giving publishers and brands more opportunities to reach consumers than ever before."

"Mobile technologies make it necessary that brands have to rethink their communication with consumers," says Dirk Lux, CEO Zenith. "Brands need to know both the basic mood of consumers and their own place on the consumer journey in order to decide how they want to communicate with consumers. Brands can communicate through the use of data, technical advertising solutions and now also artificial intelligence coordinate for different media and mindsets and use them optimally for the consumer journey. "