The ABC Monday released the findings of the online survey, which polled newspaper, consumer magazine and trade publication executives.
More than a third of the executives surveyed said their publication already had “a well-developed plan for attacking and conquering the mobile market.” Forty-four percent said mobile devices had helped increase visits to their Web sites by up to 10%. Additionally, about 50% predict mobile traffic to their Web sites will increase 5% to 25% in the next two years.
“The results of ABC's survey demonstrate that publishers recognize the growing importance of mobile devices in consumers' daily lives and are actively embracing mobile as a new way to extend their brands,” Michael Lavery, ABC president-managing director, said in a statement.
ABC said that 375 executives completed the survey. The report, “Going Mobile: How Publishers Are Preparing for the Burgeoning Digital Market,” is available at the ABC Web site, www.accessabc.com.