Merchants to Use Local Mobile Providers to Market to Connected Consumers

Marketers have long used local news content via traditional channels like TV and newspapers to reach consumers. But consumers are increasingly accessing their news on the go, especially via mobile phones or tablet computers. In one of yesterday’s blog posts, I highlighted figures from the NAA which showed that traditional newspaper, in both print and online formats, had lower penetration rates with younger age groups. However, some data shows that consumers who access local news via mobile devices are a good audience for media companies and marketers.

Pew Research data reveals that 47% of U.S. adults are getting some amount of news on their mobile phones or tablet computers.  For the most part, these consumers are younger than average and more likely than average to be Hispanic. The information most frequently being accessed includes weather (42%), general local news (30%),  local sports data (24%) and traffic/​transportation (22%).

Here are the opinions and platform use characteristics of the mobile local news consumers:

  • Feel they can impact their community: 35%
  • Feel it is easier to keep up with community information: 65%
  • Use 6 or more platforms month to access local news: 51%
  • Use social networks: 75%
  • Use Twitter: 15%

For now, only 1% of consumers pay for access to local content. Just under a quarter (23%) are willing to pay $5 a month to access local newspaper content while 18% say they would pay $10 a month.  These are dismal numbers but if consumers discover there is no other way to access the specific data they would like to have, more might be willing to pay. As platform providers improve the mobile offerings, they may be able to expand the influence of thought leaders and increase the number of paying subscribers which will attract more marketers.

[Source: Rosentiel, Tom. Mitchell, Amy. Rainie, Lee. Purcell, Kristen. Mobile News & Paying Online. State of the Media​.org. 2011. Web. 1 Apr. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.