EAN: 9781433128400

NEWS FOR A MOBILE-FIRST CONSUMER - PAULA M POIN...

The rapid adoption of mobile devices has created a new type of consumer  one who chooses
smartphones and tablets over laptops and desktops  TV and radio  print newspapers  magazines 
books  and landline phones. This new mobile consumer has not just forced businesses 
institutions  governments  and organizations to innovate with mobile solutions  this new mobile
consumer has upended the news media landscape  challenging news organizations and journalists
to produce news for consumers who have little resemblance to yesterday's newspaper readers  TV
news viewers  and online news consumers. Based on two national surveys  News for a Mobile-First
Consumer introduces a mobile consumer taxonomy comprised of three types of mobile consumers:
mobile-first  mobile specialists  and mobile laggards. The demographics of these mobile
consumers as well as their relationship to news and social media are explored in depth. Social
media as a competitor to and platform for mobile news are also examined  and special attention
is devoted to news apps from the perspective of consumers. News for a Mobile-First Consumer
also provides insight about millennials  racial and ethnic minorities  and women  who are at
the forefront of the mobile revolution but less engaged with news. To improve mobile journalism
and increase news engagement  «Essentials of Mobile Journalism» are proposed. As the first book
to explore news and consumers in the mobile sphere  this book is required reading for scholars
and professionals as well as undergraduate and graduate students enrolled in journalism 
communication  strategic communications  advertising  media and society  marketing  and
technology courses.

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