Mobile Content Consumption Research Report

How IT Professionals Are Using Mobile
Devices For Work Related Content
2014 UBM Tech Research
MOBILE
CONTENT
CONSUMPTION
UBM Tech 2014; All Rights Reserved. Pg. 1 | CreateYourNextCustomer.com Source: UBM Tech Mobile Content Consumption Study, September 2014

Research: UBM Tech Mobile Content Consumption Study, September 2014
UBM Tech 2014; All Rights Reserved. Pg. 2 | CreateYourNextCustomer.com
In September 2014, UBM Tech conducted an
online survey to a random sampling of our
audience of business technology professionals
asking about content consumption via mobile
devices such as mobile phones or tablets.
The total respondent base is comprised of
about 65%/35% split of IT and corporate job
titles, and skews toward larger companies, but
does include those at companies of all sizes.
The margin of error for the total respondent
base (N=403) is +/-4.8 percentage points.
MOBILE
CONTENT
UBM Tech Research
CONSUMPTION STUDY

MOBILE
USAGE
» PC/Laptops for Survey Taking
How do you usually participate in
online surveys?
PC/Laptop
Mobile phone
Tablet
87%
9%
4%

PC/laptop Tablet Print Mobile Phone
Generally, how do you prefer to consume or read work-related information or content like white papers,
infographics, research reports, digital magazines, blogs, etc.? (Rank in order of preference)
» PC/Laptops Preferred by IT Pros
WORK RELATED
CONTENT CONSUMPTION
1 2 3 4

Mobile
phone
Tablet PC/laptop Print
No
preference
Single article 26% 21% 37% 11% 6%
Multiple articles (digital
magazine/digest)
4% 24% 49% 22% 2%
In-depth whitepaper
(3+ pages)
1% 15% 47% 35% 2%
Brief whitepaper
(1 - 3 pages)
9% 32% 46% 9% 4%
Infographic 11% 25% 50% 5% 9%
Video 13% 24% 57% 0% 6%
Research report 2% 15% 56% 24% 4%
Webinar 1% 9% 86% 0% 4%
Slide show 3% 20% 72% 0% 5%
Blog 19% 23% 41% 0% 17%
PREFERRED PLATFORM BY
CONTENT TYPE
For each of the following types of content, which is your preferred
platform to read or watch? Select the best option for each.
» PC/Laptops Continue to Rank High with IT Pros
#1 #2
OF INTEREST
IT Professionals
prefer print when it
comes to reading
white papers and
research reports

OVERALL
MOBILE
CONTENT
CONSUMPTION
USAGE
» What percentage of the content that
you read or look at is consumed on a
mobile device?
28%62%
None 10%
1% to 24% 40%
25% to 49% 22%
50% to 74% 19%
75% to 99% 8%
100% 1%
10%
22%
40%
19%
8%
1%
Less than 50% 50% or more

I am consuming significantly more content on my mobile
devices (smartphone and/or tablet) as compared to a year ago 38%
I am consuming slightly more content on my mobile devices
as compared to a year ago 33%
I am consuming about the same amount of content on my
mobile devices as compared to a year ago 24%
I am consuming slightly less content on my mobile devices as
compared to a year ago 2%
I am consuming significantly less content on my mobile
devices as compared to a year ago 3%
MOBILE CONTENT
CONSUMPTION HABITS
» More than 7 out of 10 IT Pros are consuming more
content on mobile devices than they were a year ago
In terms of how you consume work-related information, we ask that
you think about how you access the content, not the amount of
content itself. Which of the following best describes how your mobile
content consumption has changed in the last year?
OF
INTEREST
71%
are consuming
more content on
mobile devices
vs. last year

REGISTRATION VIA MOBILE DEVICES
» If the Content Fits…IT Pros Will Register
Do you register, provide contact information, and/or log in with an account
in order to view or download content using your mobile device (phone or
tablet)? Please select the choice that fits best.
41% 28%14% 17%
Yes,
frequently
Yes, but only if
the content is
really relevant
I prefer not to
No, I don't
register or
provide
information to
download
content from
my mobile
device
YES: 55% NO: 45%

MOBILE
CONTENT
CONSUMPTION
PREFERENCES
» IT Pros want content in an easy to
access, mobile format, but without
having to download a dedicated
app
I want content delivered in an easy to
access, mobile format, but without having
to download a dedicated app
Companies that provide information need
to deliver it in a friendlier mobile format
It’s important to me to be able to access
content when I am offline as well as
when I am connected
I often search for work-related content on
my mobile device, but read it on my PC
I don’t mind downloading an app for
content delivered in a mobile format
84% 6%
75% 4%
68% 8%
39% 34%
24% 56%
Agree Disagree

Preferred devices for work-related content and information
• PCs/Laptops are the #1 way that IT professionals consume content
• In general, tablets are the second most used device for consuming
content
Preferred platform for different content types
• #1 preferred platform for the total respondent base were PCs/laptops
for all content types
• #2 preferred platform varied; in many cases a tablet was the next
most preferred platform, but for two content types (whitepapers and
research reports) print was the #2 preferred platform
Overall usage
• 62% said they read between 1% and 49% of work related content on
a mobile device
• 10% said they do not read or consume any work related content via a
mobile device
• More than 70% said they are consuming more content on mobile
devices than they were a year ago
Registration
• 55% said they frequently or sometimes register to view or download
content using a mobile device (phone or tablet)
IT professionals want content delivered in an easy to access,
mobile format, but without having to download a dedicated app
The majority of IT professionals said that companies that
provide information need to deliver it in a friendlier mobile
format. About two-thirds agree that it’s important to be able to
access content when they are offline as well as online.
KEY
TAKEAWAYS
FOR
MARKETERS
Mobile Content Consumption

For more tech marketing research
and insight, visit
CreateYourNextCustomer.com

Mobile Content Consumption Research Report

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