Published on: August 27, 2015
This commentary is available as both text and video; enjoy both or either ... they are similar, but not exactly the same. To see past FaceTime commentaries, go to the MNB Channel on YouTube.
Hi, Kevin Coupe here and this is FaceTime with the Content Guy.
There was a fascinating story the other day in the Wall Street Journal to which I'd like to draw your attention ... all about changing consumer consumption habits.
In this case, the thing they are consuming is words. More and more, they'e reading them on smart phones.
The Journal writes that "in a Nielsen survey of 2,000 people this past December, about 54% of e-book buyers said they used smartphones to read their books at least some of the time. That’s up from 24% in 2012, according to a separate study commissioned by Nielsen." And, "the number of people who read primarily on phones has risen to 14% in the first quarter of 2015 from 9% in 2012."
I don't know about you, but I find myself reading on my iPhone a lot - often on airport lines, or when sitting in an office somewhere with a few minutes to kill, and my iPhone is close at hand ... and I know that however far I get in the book, it'll synch up with my iPad's Kindle app so I'll go right to that spot in the book when I pick up the larger format reader. And I read newspaper and magazine articles on my iPhone all the time.
It may even get more convenient in the future. The Journal writes that "the rise of phone reading is pushing publishers to rethink the way books are designed, marketed and sold with smaller screens in mind ... To engage readers, publishers are now experimenting with ways to make the mobile-reading experience better ... They are customizing their marketing materials—email blasts, Facebook posts and websites—to be read on phones. And some are trying to catch people on the go, offering free access to e-books in airports, hotels and trains.
No wonder. The number of smartphone users is growing. A lot. "Some 64% of American adults now own a smartphone, up from 35% in the spring of 2011, according to the Pew Research Center," the Journal writes. And Forrester Research "projects that smartphone subscribers will number 80.8% of the U.S. population by 2019."
There are some who rail against this trend, suggesting that the move away from the printed word is somehow the end of western civilization as we know it. But words are words, sentences are sentences, thoughts are thoughts, and a book is no less a book if it appears on a iPhone or iPad screen.
And to answer your next question ... yes, we're working on a way to make MNB even more friendly for people who want to read it on a small screen. Because words are words, thoughts are thoughts, and we're rethinking the consumption experience, too.
That's what is on my mind this Thursday morning. As always, I want to hear what is on your mind.
- KC's View: