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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