New report finds that business professionals are significantly more willing to pay for online mobile content than consumers
60 per cent of business professionals use their handsets to browse content on the mobile web
Over 40 per cent of business professionals use their handsets to access news and current affairs content
iPhone is dramatically changing the way business users consume content
LONDON: FT.com today announces the launch of its inaugural ‘Mobile in the Boardroom’ report, a global research project delving into all aspects of the use of mobile devices among business professionals. The full report is available at http://aboutus.ft.com/press-office/
The research highlights that while consumers are using their handsets to access the mobile web in increasing numbers, business professionals remain significantly ahead of consumers in terms of adoption and usage intensity. According to the research conducted on behalf of FT.com, business professionals are more than twice as likely to access general news and 1.6 times more likely to access social networking sites.
The report is based on the results of a quantative survey of over 1,000 business professionals commissioned by FT.com. Additional data from the Financial Times’ servers is also published in the report for the first time, which suggests that iPhone usage has a remarkable effect on users’ propensity to access newspaper content via the handset, with levels of engagement and time spent on such sites rapidly approaching the same levels as those experienced by general readers of national newspaper sites.
Steve Pinches, Group Product Manager, Emerging Technologies at FT.com, comments: “Much has been said about consumer adoption of the mobile web but relatively little has come from the business perspective. The iPhone effect is real and very significant and is having a dramatic impact on the way people consume content on the go. With dwell times higher than ever on the mobile, it’s highly likely that mobile access may grow to become the primary way some users consume online text-based news content.”
For more information and to download the report, go to http://aboutus.ft.com/press-office/
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About the Financial Times:
The Financial Times, one of the world’s leading business news organisations, is recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation of 579,249 (Deloitte assured, September 2010) and a combined print and online average daily readership of 1.9 million people worldwide (PwC assured, May 2010). FT.com has three million registered users and the FT has 189,022 paying digital subscribers. The newspaper, printed at 24 print sites across the globe, has a daily circulation of 401,898 (ABC figures October 2010).