A recent study from the UK Association of Online Publishers (AOP) shows the trends concerning mobile ad revenue and readership of mobile publications in the country. The survey I’m talking about has two graphs published below and reveals that mobile readers make up 20% of the traffic for 87% of the publishers. Meanwhile only 29% are getting mobile ads, which is a very low proportion.
Ad agencies and their attitudes towards mobile are blamed for this difference in percentage, according to 55% of the publishers, while 52% of the same segment say that there is too much dependency on mobile ad networks with low yields. Some of the publishers don’t want to reveal their ad sales to applications like Flipboard or Pulse, although software like that can bring readers to publications. New York Times has already partnered with Flipboard and getting more readers means getting more ads/cash, so it’s a smart move.
From the UK Association of Publishers 91% believe that tablet use are their best change of growing in the future, while 85% put that task on mobile. 62% of them would optimize their web site for mobile readers. In case you want numbers, 90% of the members of the AOP, meaning publishers of over 1,500 digital titles were the ones questions. So, it appears that the future of books and their growth lies in tablets…
