Currently, Spain is in first place in the index of Smartphone penetration in Europe and is also experiencing the highest growth in the region. Each user is connected for an average of 90 minutes per day. And what do we do during that time? The following graph, belonging to the IV IAB Spain Study about Mobile Marketing, details the use of those significant ninety minutes.
Consulting the press, as can be seen, is the fourth most performed action. Reading the news from the mobile phone has revolutionized the current newspaper industry because, while the number of readers of printed newspapers is decreasing, the number of readers in the mobile medium is on the rise.
If we think in terms of applications, in the lower table, also included in the IV IAB Spain Study about Mobile Marketing, we can see that 42% of the apps downloaded on Smartphone and 52% of those downloaded on tablets, belong to the communications media sector. Of these, the news readers are the ones that have become most popular. Applications such as Newscover offer news from a great number of media, allowing for a constant update and advanced functions.
What does the mobile press offer compared to the printed press? Other than the credibility inherent to the paper format, the increase in the number of readers through the Smartphone probably indicates a change in the paradigm in which a particular medium is on the decline, while another has not yet reached its maximum projection.
Reading the news on the mobile phone is quick, easy and comfortable. It also offers, from the same device, very attractive possibilities to promote the social debate which surrounds the Reading of a newspaper: interacting with the social networks and accessing related content, among others.
The traditional newspapers have already adapted to the mobile medium, with most of them having their own applications. The same brand and value which are found on the newspaper stands have been transferred to the app stores, creating an ecosystem of popularity and audiences marked by the struggle to achieve the greatest diffusion among the Smartphone users. How does one renounce an objective public who, in fact, has already put the newspaper away?
