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FIPP Insight

Chart of the week: Mobile first for the news industry Smartphones are the main motor for growth in web traffic across all industries. Overall, there has been a 68 per cent increase in traffic from smartphones in the United States since 2015. Data compiled by Adobe Analytics (https://www.slideshare.net/adobe/adobe-mobile-trends-refresh-q2-2017?ref=http://www.cmo.com/adobe-digital-insights/articles/2017/9/8/media-and-entertainment-study-on-consumer-behavior-adi-.html) also holds a clear message for all publishers involved in distributing news: mobile first all the way! Although this isn't a radically new insight, the pace at which this transformation seems to be taking place still is astounding. For large US companies in the news segment Adobe has measured a 52 per cent increase in smartphone visits year-over-year for Q2 2017. National news also shows the biggest growth for traffic from tablets. Media and entertainment shows below than average growth, with an increase of eight per cent for mobiles. This is also due to the fact that this sector already stands at an overall 58 per cent mobile share for Q2 2017, the highest share for all industries. Adobe tracked more than 150 billion visits to or launches of 400 large company sites and apps since January 2015.
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