Corporate Eye

Mobile Content Consumption Positioned to Surpass Online

Does your brand have a mobile strategy? Is your brand’s mobile strategy a top priority for your company? It should be.

Predictions say that mobile content consumption is expected to surpass online content consumption as more people purchase smartphone and tablet devices. With price points coming down on popular mobile devices, this prediction is poised to come true sooner rather than later.

At a recent ELEVATE conference panel session moderated by Will Richmond of VideoNuze, Major League Baseball Advanced Media’s executive vice president, Noah Garden, offered some statistics about branded mobile content consumption and demand that might surprise you.

  • Garden stated that Major League Baseball’s page views from mobile devices will exceed page views from online within the next 12-18 months.
  • For Major League Baseball, Garden revealed that mobile is a significant growth driver, increasing from just 8% of use in 2008 to 37% in 2010.
  • Major League Baseball expects to sell 2 million subscriptions to its and mobile services in 2011 — a 33% increase over the 1.5 million subscriptions sold in 2010.
  • With the increased demand for mobile content, Major League Baseball responded by offering 100 million streams of games in 2011, which is up 47% from 2010.

If a mobile branding strategy wasn’t a top priority for your company before you read the above statistics, I hope it is now. Your customers are using mobile devices more every day, and the growth rate is staggering. Your brand needs to be there, and you need to be offering the types of branded experiences and content in the mobile environment that your target audience wants and needs.

At the very least, you should be researching what those wants and needs are and evaluating what your competition is doing in the mobile space to develop your own mobile branding strategy. If you aren’t already doing that, you already need to catch up. Do it now before you fall so far behind that your brand becomes irrelevant.


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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.