Main Digital Media Trends from Reuters
The rapid growth of online video audiences, blocking advertising, and strengthening the role of smartphones that changed the media’s business strategies — these trends have been identified by the Reuters Digital Journalism Institute. The study is published in the Digital News Report 2015 report. It is based on a survey of 20,000 respondents from 12 countries. These are Australia, Germany, Denmark, Finland, Spain, Ireland, France, the United Kingdom, Japan, Italy, the USA, and the urban population of Brazil.
We bring to your attention some of the most important trends in digital media:
- Traffic from smartphones increases. This trend is evident in Japan, the United Kingdom, and the United States. Daily mobile traffic on the news increased from 27% to 46%. And 66% of respondents use a smartphone for regular news monitoring. A small number of trusted sources are read from the mobile phone. In general, these are 1.5 sources per person. 70 % of users have mobile applications for news viewing. Changing the source of traffic forces adapt the media business model to new realities. For example, since 2015, the Air Force has created an adaptive site (the result – 65% of traffic is from tablets and mobile phones).
- Increasing the role of social networks in the news industry. Facebook traffic on news materials reached 41%. Enhances positions and Twitter, which is used primarily to search for news.
- The popularity of online video is increasing. The number of online video views is growing in all countries under study. In Spain, by 20%, in Japan, the US and the UK by 5%, and Denmark by 8%. This influences the promotion strategy of social networks – more attention is paid to visual content. The news of the video departments expands in the news.
- Media monetization. Reuters research has shown that only 5-14% of the audience agrees to pay for news content. The highest rates are observed in Denmark and Finland. 59-75% of respondents reported that they would not pay for news. But if you change your mind in the future, the fee will not exceed $ 4.5 a year.
- Advertising models. The profits from online advertising are diminishing, and the banners have completely exhausted themselves. Users are actively protecting themselves from advertising attacks. Permanently in the United States, Adblock uses 47% of respondents, and in the UK – 39%. Online editions form creative teams who create new advertising approaches and work with branded content.