Posted by Jeff Adelson-Yan (@jeffadelsonyan)
With the rise of digital and mobile, it only makes sense that publishing trends must shift towards these mediums to meet the needs of consumers. In a study performed by the Software & Information Industry Association, about 60% of business-to-business and business-to-consumer publishers reported that tablet publishing, mobile publishing and new web products are now considered “high priority” for publishing marketing pros. Of those surveyed, 4 out of 10 indicated licensing and syndication as key areas to focus on this year as well.
Interestingly, SIIA found contradicting priorities among different types of publishers and employee levels. B2C publishing companies tended to prioritize tablet publishing above all else, whereas B2B publishing companies prioritized building new web-based offerings slightly higher over tablet and mobile publishing. C-level and VP-level executives were more focused on tablets than were Director-level officers. This may indicate the more senior-level employees are thinking further into the future than others.
There was an even bigger difference between sales and marketing employees within publishing companies. Only a quarter of sales employees found tablet publishing to be a high priority for the industry, preferring web-based publishing at a whopping 75%. On the other hand, 70% of marketing employees prefer tablet publishing instead.
As for tablet and mobile publishing platforms, iPad and iPhone have a strong lead within the industry, with 68% and 58%, respectively. Android-based smartphones only make up 38% of mobile publishing, and other tablets make up 58%. Additionally, only 17% of the publishers surveyed have created apps using Facebook’s Open Graph, and 16% have created content for Kindle. Though this number is shockingly low, it is probably based on Open Graph’s only recent expansion and Kindle Fire’s recent launch. These numbers are expected to increase.
Overall, there is no denying mobile adoption is growing in popularity. A study by Chitika found iPhones and iPads now drive more traffic than Mac PCs and laptops. As the rest of society is jumping on the tablet bandwagon, it looks like the publishing industry is following suit.