10 MEDIA TRENDS

FOR THE NEXT TEN YEARS

A Guardian/SurveyMonkey Study

Jon Cohen

Vice President, Survey Research

SurveyMonkey

FRANCE

GERMANY

BRITAIN

U.S.A.

AUSTRALIA

PERCENTAGE OF CONSUMERS FOLLOWING

THE NEWS AT LEAST ONCE A DAY:

85%

84%

81%

77%

73%

DEMAND FOR

NEWS SHOWS

NO SIGN OF

SLOWING

NO EASY OPTION FOR REVENUE(DON’T EXPECT PEOPLE TO PAY)

1

3

4

ONLINE ADVERTISING

METERED PAYWALLS

STREAMING VIDEO

EVENTS

OTHER

PUBLISHERS’ PREDICTIONS

FOR RELIABLE REVENUE:

29%

20%

13%

8%

15

%

HARD PAYWALLS

15%

5

“I WOULDN’T PAY FOR ANY TYPE OF NEWS BECAUSE AS

A CITIZEN IT’S MY RIGHT TO KNOW THE NEWS”

- Sam, 19yo

GREATER FOCUS ON

ORGANISATIONAL CAPACITY

2

6

7

ORGANISATIONS SLOW TO ADAPT

CONSUMERS EXPECTING FREE CONTENT

PACE OF TECHNOLOGICAL CHANGE

ADVERTISERS LOOKING ELSEWHERE

AGGREGATORS

BIGGEST CHALLENGES

FACING PUBLISHERS:

60%

46%

45%

39%

15

%

HUNG UP

ON MOBILE

3

8

9

45% OF PUBLISHERS

ARE NOT CREATING

CONTENT FOR

MOBILE

37% OF U.K.

CONSUMERS SAY

MOBILE CONTENT IS

“FAIR” OR “POOR”

45%

37%

ANYONE WEARING

WEARABLES?

ANYONE?

4

10

ONLY 4% OF

PUBLISHERS ARE

CREATING CONTENT

FOR WEARABLES

11

4%

CONTINUED DECLINE

FOR ONCE KING

BANNER ADS

5

12

13

29% FEW PUBLISHERS SEE

ONLINE BANNER ADS AS

MAJOR PART OF THE

BUSINESS IN 10 YEARS

PRODUCTIVE BLEND OF CONSUMER

DATA AND CREATIVITY

6

14

15

68%

MOST PUBLISHERS SAY

ACCESS TO MORE

CONSUMER DATA WILL

BOOST CREATIVITY

TECHNOLOGY GOVERNS

BUT CREATIVITY REIGNS (HOPEFULLY)

7

16

17

CREATIVITY WILL BE MORE

IMPORTANT THAN

TECHNOLOGY72%

HAVE YOU TWEETED

THIS YET?

8

18

19

CONSUMERS SAY

SOCIAL MEDIA WILL

OVERTAKE TV AS AN AD

PLATFORM

TELEVISION 59%

COMPUTER 20%

RADIO 8%

MOBILE 6%

PRINT 5%

TABLET 5%

PLATFORM ON WHICH CONSUMERS LAST

RECALL SEEING AN AD:

72%

HERE COME

THE G-MEN

9

20

21

70%

PUBLISHERS SUPPORT

GOVERNMENT REGULATION

OF THIRD-PARTY DATA

SHARING AGREEMENTS

STANDBY FOR EVEN

MORE DISRUPTION

10

22

23

76%

PUBLISHERS SEE MORE

CHALLENGES AHEAD

Twitter: @SurveyMonkey

Facebook: www.facebook.com/SurveyMonkey

Thank you.