mobile content consumption research report

How IT Professionals Are Using Mobile Devices For Work Related Content

2014 UBM Tech Research

MOBILE CONTENT CONSUMPTION

UBM Tech 2014; All Rights Reserved. Pg. 1 | CreateYourNextCustomer.com

Source: UBM Tech Mobile Content Consumption Study, September 2014

Research: UBM Tech Mobile Content Consumption Study, September 2014


In September 2014, UBM Tech conducted an online survey to a random sampling of our audience of business technology professionals asking about content consumption via mobile devices such as mobile phones or tablets.

The total respondent base is comprised of about 65%/35% split of IT and corporate job titles, and skews toward larger companies, but does include those at companies of all sizes.

The margin of error for the total respondent base (N=403) is +/-4.8 percentage points.

MOBILE CONTENT UBM Tech Research

CONSUMPTION STUDY



MOBILE USAGE

» PC/Laptops for Survey Taking

How do you usually participate in online surveys?

PC/Laptop

Mobile phone

Tablet

87%

9% 4%



PC/laptop Tablet Print Mobile Phone

Generally, how do you prefer to consume or read work-related information or content like white papers, infographics, research reports, digital magazines, blogs, etc.? (Rank in order of preference)

» PC/Laptops Preferred by IT Pros

WORK RELATED CONTENT CONSUMPTION

1 2 3 4



Mobile phone Tablet PC/laptop Print No

preference

Single article 26% 21% 37% 11% 6%

Multiple articles (digital magazine/digest) 4% 24% 49% 22% 2%

In-depth whitepaper (3+ pages) 1% 15% 47% 35% 2%

Brief whitepaper (1 - 3 pages) 9% 32% 46% 9% 4%

Infographic 11% 25% 50% 5% 9%

Video 13% 24% 57% 0% 6%

Research report 2% 15% 56% 24% 4%

Webinar 1% 9% 86% 0% 4%

Slide show 3% 20% 72% 0% 5%

Blog 19% 23% 41% 0% 17%

PREFERRED PLATFORM BY CONTENT TYPE

For each of the following types of content, which is your preferred platform to read or watch? Select the best option for each.

» PC/Laptops Continue to Rank High with IT Pros

#1 #2

OF INTEREST IT Professionals

prefer print when it comes to reading white papers and research reports



OVERALL MOBILE CONTENT CONSUMPTION USAGE

» What percentage of the content that you read or look at is consumed on a mobile device?

28%

62%

None 10% 1% to 24% 40% 25% to 49% 22% 50% to 74% 19% 75% to 99% 8% 100% 1%

10%

22%

40%

19%

8%

1%

Less than 50% 50% or more



I am consuming significantly more content on my mobile devices (smartphone and/or tablet) as compared to a year ago 38%

I am consuming slightly more content on my mobile devices as compared to a year ago 33%

I am consuming about the same amount of content on my mobile devices as compared to a year ago 24%

I am consuming slightly less content on my mobile devices as compared to a year ago 2%

I am consuming significantly less content on my mobile devices as compared to a year ago 3%

MOBILE CONTENT CONSUMPTION HABITS

» More than 7 out of 10 IT Pros are consuming more content on mobile devices than they were a year ago

In terms of how you consume work-related information, we ask that you think about how you access the content, not the amount of content itself. Which of the following best describes how your mobile content consumption has changed in the last year?

OF INTEREST

71% are consuming

more content on mobile devices

vs. last year



REGISTRATION VIA MOBILE DEVICES » If the Content Fits…IT Pros Will Register

Do you register, provide contact information, and/or log in with an account in order to view or download content using your mobile device (phone or tablet)? Please select the choice that fits best.

41% 28% 14% 17%

Yes, frequently

Yes, but only if the content is

really relevant

I prefer not to

No, I don't register or provide information to download content from my mobile device

YES: 55% NO: 45%



MOBILE CONTENT CONSUMPTION PREFERENCES

» IT Pros want content in an easy to access, mobile format, but without having to download a dedicated app

I want content delivered in an easy to access, mobile format, but without having to download a dedicated app

Companies that provide information need to deliver it in a friendlier mobile format

It’s important to me to be able to access content when I am offline as well as when I am connected

I often search for work-related content on my mobile device, but read it on my PC

I don’t mind downloading an app for content delivered in a mobile format

84% 6%

75% 4%

68% 8%

39% 34%

24% 56%

Agree Disagree




Preferred devices for work-related content and information • PCs/Laptops are the #1 way that IT professionals consume content • In general, tablets are the second most used device for consuming

content

Preferred platform for different content types • #1 preferred platform for the total respondent base were PCs/laptops

for all content types • #2 preferred platform varied; in many cases a tablet was the next

most preferred platform, but for two content types (whitepapers and research reports) print was the #2 preferred platform

Overall usage • 62% said they read between 1% and 49% of work related content on

a mobile device • 10% said they do not read or consume any work related content via a

mobile device • More than 70% said they are consuming more content on mobile

devices than they were a year ago

Registration • 55% said they frequently or sometimes register to view or download

content using a mobile device (phone or tablet)

IT professionals want content delivered in an easy to access, mobile format, but without having to download a dedicated app

The majority of IT professionals said that companies that provide information need to deliver it in a friendlier mobile format. About two-thirds agree that it’s important to be able to access content when they are offline as well as online.

KEY TAKEAWAYS FOR MARKETERS

Mobile Content Consumption


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