Communications professionals: Future is in mobile
A recent study has confirmed that communication professionals see that the future of their industry is definitely mobile. The survey from the European Communication Monitor asked 2,777 European corporate affairs experts what they saw as the future of communications between now and 2017. Of these, 91.1 per cent identified the growth of mobile technologies as being…
A recent study has confirmed that communication professionals see that the future of their industry is definitely mobile.
The survey from the European Communication Monitor asked 2,777 European corporate affairs experts what they saw as the future of communications between now and 2017.
Of these, 91.1 per cent identified the growth of mobile technologies as being an area of development within the next three years. A further 51 per cent of respondents also suggested that their companies are currently developing their own mobile communication channels.
When it came to designing communication channels for a mobile future, 61 per cent identified that they had developed websites specifically for mobile, while 37 per cent have smartphone apps. Slightly fewer (34 per cent) also reported developing apps for tablets.
When asked why they were pursuing these channels, a majority (60 per cent) suggested that it was in order to communicate with stakeholders at any time. Other important issues included presenting content in a user-friendly format (54 per cent) and reaching a younger audience (40 per cent).
While there was clearly some good signs when it came to how companies are integrating with mobile technology, the survey also found some important challenges moving forward. Integrating a mobile presence into the companies communication portfolio was identified as a major hazard by those surveyed.
Other challenges included finding content which can add value for the user and presenting complex information in a manner which is suitable for a small screen size.
Print media will become less important for companies over the next three years. Only 42 per cent predicted this would be an area of development over that timeframe, less than half the number pursuing mobile communications.
While these challenges suggest that the move to mobile will not be without its hiccups, it is clear that communications professionals see this as the future of the industry.
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