Magid Research: Smartphones, Tablets Firmly Established As Mainstream Devices; Growth Remains Rapid

The latest large-scale national study from Frank N. Magid Associateslooks at key mobile trends, behaviors, and activities. It shows that a majority of all mobile consumers and 76% of those under 44 now own smartphones. More important, these devices are becoming the preferred way of accessing a wide variety of content including social media, news, weather, gaming, and video — including full-length TV and movies.

“There’s no such thing as distinct mobile content anymore,” said Tom Godfrey, Magid’s executive director of mobile strategy. “What publishers and advertisers have to realize is that a majority of all ‘Web’ content in the next 12 to 18 months will be consumed on a mobile device — and that it must be accessible and optimized.”
Tribune sponsored a robust section on consumer attitudes and behavior in local media and has made it available for free download to I-Facts subscribers. This section finds that local publishers are well positioned to gain tablet owners’ trust. Consumers prefer local news sources to national ones by a 2-to-1 margin overall, and local has a 3-to-1 advantage on specific criteria as credibility, reliability, and timeliness.

Andy Vogel, senior vice president for digital and mobile with Tribune Co., said: “When it comes to content, consumers trust local news sources, and that that trust rubs off to local advertisers as well.”

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The full report is $6500 and includes a customized in-person presentation.

For additional questions or to purchase, please contact Tom Godfrey at