The future is mobile communication

Results of the most extensive European research in the field of public relations – “European Communication Monitor” have been published.

2 min to read
Written by: Viktorija Stukar

Eight year in a row, the largest international communication survey in the world ‘The European Communication Monitor’ has been organised by the European Public Relations Education & Research Association and the European Association of Communication Directors and sponsored by Ketchum. Survey has identified that communication experts believe mobile communication is one of the most important communication channels that will be developed by 2017th.

Marina Čulić Fischer, director of the Ketchum exclusive representative for Croatia, Dialog komunikacije PR agency said: ”The results of this year’s survey that was conducted at two thousand and seven hundred respondents in forty-two countries highlighted the emergence of mobile communications as the only area of ​​professional communication where opinions are near uniform across Europe. Half of the respondents said the organizations in which they work is already developing mobile communication channels, while 91% of respondentsanticipated that the scope for development in the next three years will be in mobile communications.”

The study also finds that the perceived importance of social media is declining. Between 2010 and 2012, “coping with the digital evolution and the social web” was the No. 1 issue amongst respondents, but has now dropped to third place behind linking business strategy with communication and building trust. Respondents cite interaction with customers (87 percent) and allowing consumers to comment on their experiences (73 percent) as the top uses for social media.


Some additional key findings from the survey are:

  • The main opportunities of mobile communication are seen to be communication with stakeholders at any time (60 percent), user-friendly content presentation (54 percent), and reaching younger publics (40 percent).
  • The main challenges of mobile communication are related to integrating mobile media with other channels and platforms (58 percent), finding conclusive concepts which create added value (47 percent), and presenting complex content on small screens (46 percent).
  • Although 61 percent of respondents work in organisations with mobile corporate or organisational websites, only 37 percent have implemented apps for smartphones and only 34 percent have created apps for tablets.
  • 84 percent of respondents stated that the latest forms of communication are enriching their jobs, 73 percent said that their daily work pressure is steadily increasing, and only 57 percent said they know how to handle the constant information flow.
  • Respondents cite interaction with customers (87 percent) and allowing consumers to comment on their experiences (73 percent) as the top uses for social media.



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