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RAIN 8/23: Mobile media growth will even outpace Internet, predicts Nielsen

Posted on: 08/23/2010

EXPERTS SAY MOBILE PENETRATES LOWER INCOME STRATA, DEFIES CLASSIC ECONOMIC MODELS

Internet radio’s mobile presence is already quite considerable, thanks to Apple and Android devices, but mobile platforms may become even more important. According to a new study from Nielsen Wire, mobile media will outpace the Internet and other platforms over the next 5 years.

The study estimates that by 2015, mobile penetration will reach roughly 140 phones per 100 inhabitants. “Defying classic economic models, the demand for communication (cell phones) leads traditional media growth, signifying a global, disruptive phenomenon,” observers Nielsen.

This growth will be due, in part, to the lower-cost to access mobile media compared to other platforms. That means consumers “even in poorer economies” can access the content. Nielsen even expects mobile growth in developing economies to be higher than in the U.S. and other established economies.

Of course, not every cellphone is capable of streaming Internet radio. But studies like this indicate that mobile apps will only become more important and essential to webcasters and broadcasters alike in the future. MediaPost has more coverage here.

JACOBS: EDUCATE LISTENERS ABOUT YOUR STATION’S NET STREAM, MOBILE APP

Broadcasters should put more emphasis on educating listeners on all the ways they can tune in, writes Jacobs Media president Fred Jacobs in a recent blog post. “Too often, stations don’t ‘connect the dots’ so that listeners know that it’s easy to tune in at work on your computer,” he writes. For a good example of how to “connect the dots,” Jacobs recommends taking a look at Pandora. You can find his full post here.

DR. LAURA HINTS THE INTERNET IS IN HER FUTURE

In an interview with The Hollywood Reporter, Dr. Laura Schlessinger hinted that some form of Internet programming may be in her future.

“I own thousands of hours of my shows, so I’m looking to do something with that: Internet streaming, podcasting, searchable database, satellite radio. I’ve got a million things I can do with the hours of my show I own, much less be live,” she said. You can find the full interview here.

STUDY SHOWS BROADBAND ACCESS IN AFRICAN AMERICAN HOMES IS INCREASING

New data from Pew shows that high-speed Internet access is increasing in black households, with 56% of African-Americans now using broadband. Meanwhile, the gap between white and black Americans when it comes to Internet access is decreasing: the 19% gap in 2009 has shrunk to 11% in 2010. The New York Times has more coverage here.



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