FYI Friday: Mobile Matters

In last week's FYI Friday, we shared some tips about the power of images. This week, we explore how the demographic of cellphone users evolved over the past few years,;the rise of "dual screen viewing" and how to motivate these viewers to be more engaged; and why mobile matters.

Compiled by Brionne Griffin

Picture this: You’re on the couch watching the latest installment of your favorite show, when your favorite character tells a whopper that leaves you aghast. Outraged, and curious if everyone else feels the same, you pull out your cellphone, open up Facebook, Twitter, or GetGlue, and jump into the conversation. Tagged as “dual screen viewing,” this phenomenon of watching television while using social apps on mobile devices to interact with friends and other fans, is growing by the day.

A Viacom survey entitled "Social TV: Viewers C's the Moment" found that, "viewers engage in an average of seven different types of social TV activities–online or offline–on at least a weekly basis."

Of these, the most common were: watching TV with others (85%), searching for supplemental content (61%) and viewing TV show clips on social networks (58%). The study found that consumers engaged in social TV activities primarily by communicating, consuming content and checking comments. Viewers commented that they want to feel like they're part of the experience, and having features like check-ins to specific shows, episode teasers, behind the scenes snapshots and extras, and live interaction with the stars and creators will motivate them to be more engaged.

5 Years Later: A Look Back at the Rise of the iPhone by Sarah Radwanick, comScore

Compiled by Barry Blitch

Remember when smartphones weren’t the norm? Of course you do, it was only five years ago. Think back to yesteryear...2007...when the iPhone was first released by Apple. It has since transformed the landscape of the mobile phone industry and arguably leaving a mark as a cultural phenomenon. Chances are, you or someone you know wields an iPhone or a competitor device, seeing how smartphones surpassed feature phones in usage earlier this year.

This article from comScore examines the proliferation of the iPhone, which created the “foundation for the rise of the mobile media consumer.” Five years ago, barely 9 million Americans owned smartphones–now 110 million do. 

Though the early adopters skewed toward younger, wealthier males, today the iPhone has expanded its demographic reach. The iPhone’s iOS (operating system) is currently in a heated rivalry with Android, which is now the most popular in terms of platform. This battle is important in terms of how mobile media consumers receive their digital digest of content.

Want to learn more about the mobile landscape? Stay tuned to the SPI blog to see our release of the new mobile deck on the Station Guide, coming soon!

Why Mobile Matters by Steve Mulder and Keith Hopper, 

Compiled by Paul Lopez       

According to, approximately 44 percent of all Americans use smartphones. Having a presence on the mobile platform is essential for any station. With such a huge audience literally at your fingertips, it is important to engage with them in different ways using the mobile platform.

For many public media stations, mobile means one thing: apps. 
We all know mobile is important, and many stations have launched successful 
mobile apps that engage your audience with audio,  news, and more.

But here’s the truth: If your app is the only component of your mobile strategy,  
you’re missing the boat.

Read More on for more insight and information on mobile usage.

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