The Ofcom 2015 Communications Market Report was released last week, and it revealed some interesting findings about the behaviours of people living in the UK. For example, can you believe sending and receiving email is the second most common internet activity after general web browsing? We would have thought it would be Candy Crush.
44% of adults in the UK now go online to use social networks at least once a week, compared to 25% in 2010, and just over half of these adults said they also frequently watch short video clips posted to social media networks. This is a trend that most online publishers have already caught on to, with video content marketing becoming the new must-have accessory for big brands.
There have been a whole lot of developments in online news in the last 12 months, and while the majority of Brits still get their news from television, four in ten adults now report they get news from websites and apps. However, people aged 16-24 were more likely to be using these online sources for news than the population as a whole. Overall, mobile traffic made up more than half of digital audience for all of the top 10 news services.
These figures further reinforce the prediction that all forms of publishing, but most notably consumer magazines and newspapers, are headed toward a digital future. The rate at which advertising revenue – particularly video ad spend – is currently increasing for digital display and publications adds extra weight to the gargantuan industry move.
Digital publications including embedded video and social elements in their pages, however? Now that’s ahead of the curve. By freeing publications from jurassic technologies such as Flash Player, and embracing HTML 5, designers, editors and users can begin to enjoy the next generation of reading on a digital platform, whether browser usage continues to dominate, or apps finally take over.