{"id":560,"date":"2014-12-08T08:48:12","date_gmt":"2014-12-08T07:48:12","guid":{"rendered":"http:\/\/www.magazinemedia.be\/internet-mobile-des-possibilites-davenir-pour-le-media-magazine\/"},"modified":"2022-12-19T10:56:57","modified_gmt":"2022-12-19T09:56:57","slug":"internet-mobile-des-possibilites-davenir-pour-le-media-magazine","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/internet-mobile-des-possibilites-davenir-pour-le-media-magazine\/","title":{"rendered":"Internet mobile : des possibilit\u00e9s d&rsquo;avenir pour le m\u00e9dia magazine"},"content":{"rendered":"<p><span lang=\"FR-BE\">En Europe, la part du mobile dans l&rsquo;utilisation Internet totale a doubl\u00e9 <span lang=\"FR-BE\">en un an\u00a0<\/span>pour atteindre 16 %. Au niveau mondial, il s&rsquo;agit m\u00eame de 25 %. <span lang=\"FR-BE\">Bonne nouvelle\u00a0: cela ouvre des perspectives pour le m\u00e9dia magazine\u00a0!<\/span><\/span><\/p>\n<p>L&rsquo;Internet mobile explose\u00a0! Quelques constats marquants\u00a0:<\/p>\n<ul>\n<li>En 2014, Facebook en a tir\u00e9 deux tiers de son chiffre d&rsquo;affaires.<\/li>\n<li>Selon certaines sources, la publicit\u00e9 Internet (mobile + desktop) d\u00e9passera la publicit\u00e9 TV avant 2020, l&rsquo;Internet mobile, et notamment la publicit\u00e9 &lsquo;in-app&rsquo;, s&rsquo;adjugeant la plus grande part.<\/li>\n<\/ul>\n<p><b>Que faisons-nous exactement avec nos smartphones et tablettes\u00a0?<\/b><\/p>\n<p><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Top%20online%20activities%201_1.png\" alt=\"\" width=\"480\" height=\"435\" \/><\/p>\n<p><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Top%20online%20activities_1.png\" alt=\"\" width=\"480\" height=\"266\" \/><\/p>\n<p>La publicit\u00e9 via les appareils\u00a0mobiles, comme les tablettes et les smartphones, caracolent en t\u00eate au niveau mondial lorsqu&rsquo;il s&rsquo;agit de v\u00e9rifier son courrier \u00e9lectronique (&gt; 70 %) et la m\u00e9t\u00e9o, ou encore d&rsquo;utiliser les r\u00e9seaux sociaux. Pour visionner des vid\u00e9os et rechercher et acheter des produits et services, les ordinateurs de bureau et portables tiennent toujours la corde pour le moment.<\/p>\n<p>La publicit\u00e9 via les appareils mobiles continue \u00e0 poser probl\u00e8me \u00e0 cause du caract\u00e8re personnel et intime. Il existe toutefois diff\u00e9rents types de publicit\u00e9 pour l&rsquo;Internet mobile dont l&rsquo;utilisation et l&rsquo;acceptation varient fortement selon la r\u00e9gion. Ce qui frappe, c&rsquo;est le grand nombre d&rsquo;utilisateurs indiquant ne pas avoir vu de publicit\u00e9s pendant qu&rsquo;ils se servaient de leur smartphone. Il reste clairement une belle marge de progression. Entre-temps, les applis semblent rencontrer un franc succ\u00e8s dans la plupart des r\u00e9gions. Les services g\u00e9od\u00e9pendants et la vid\u00e9o\/TV mobile en sont \u00e0 leurs premiers balbutiements en 2013.<\/p>\n<p><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Mobile%20advertising_0.png\" alt=\"\" width=\"480\" height=\"279\" \/><\/p>\n<p>L&rsquo;Internet mobile ouvre beaucoup de perspectives aux \u00e9diteurs, surtout en mati\u00e8re de recherche de produits. Mondialement, les sites Web de magazines (et de journaux) constituent en effet la source primaire en mati\u00e8re de d\u00e9couverte produit. Dans le classement, ils devancent la recommandation personnelle, ainsi que les r\u00e9sultats de moteurs de recherche et les sites Web de marques.<\/p>\n<p><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Product%20discovery_0.png\" alt=\"\" width=\"381\" height=\"480\" \/><\/p>\n<p>Au regard de l&rsquo;e-commerce, il s&rsquo;agit l\u00e0 d&rsquo;une donn\u00e9e fort int\u00e9ressante. Les \u00e9diteurs peuvent lancer et g\u00e9rer l&rsquo;e-commerce en propre (comme le fait Hearst au Japon), mais les partenariats avec des marques sont bien plus \u00e9vidents. Voil\u00e0 donc une opportunit\u00e9 importante, tant pour les fabricants de marques que les marketeers.<\/p>\n<p>Dans ce contexte, l&rsquo;e-commerce glisse lentement vers le m-commerce, car ici aussi l&rsquo;Internet mobile prend une importance toujours plus grande. Une \u00e9tude d&rsquo;eMarketer r\u00e9v\u00e8le \u00e0 quel point l&rsquo;int\u00e9r\u00eat des consommateurs pour le m-commerce est grand.<\/p>\n<p><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/M-commerce_2.png\" alt=\"\" width=\"453\" height=\"480\" \/><\/p>\n<p>Dans tous ces d\u00e9veloppements, c&rsquo;est surtout la croissance des magazines num\u00e9riques (in-app ou non) qui pour les \u00e9diteurs est importante. Les tirages digitaux croissent d&rsquo;ann\u00e9e en ann\u00e9e, pour le moment surtout aux Etats-Unis et au Royaume-Uni. Entre-temps, certains titres \u00e0 succ\u00e8s sont parvenus \u00e0 compenser la baisse des tirages papier par une croissance dans l&rsquo;\u00e9dition digitale. Pour\u00a0les ann\u00e9es \u00e0 venir, PwC et Zenith projettent une hausse du chiffre d&rsquo;affaires du m\u00e9dia magazine, g\u00e9n\u00e9r\u00e9e principalement par la publicit\u00e9 num\u00e9rique.<\/p>\n<p>PwC d\u00e9montre qu&rsquo;il existe une forte corr\u00e9lation entre le chiffre d&rsquo;affaires provenant de magazines num\u00e9riques et le nombre de tablettes actives.<\/p>\n<p><img decoding=\"async\" class=\"media-image\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/Tablet%20ownership_1.png\" alt=\"\" width=\"480\" height=\"390\" \/><\/p>\n<p>Envie d&rsquo;en savoir plus\u00a0? D\u00e9couvrez <a href=\"http:\/\/www.fipp.com\/insight\/toolkit\/digital-toolkit\" target=\"_blank\" rel=\"noopener\">le webinar\u00a0sur le World Digital Media Factbook<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"\n<p><span lang=\"FR-BE\">L\u2019essor mondial de l\u2019Internet mobile est la tendance num\u00e9rique la plus en vue du moment.\u00a0<\/span><\/p>\n","protected":false},"author":1,"featured_media":561,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[450],"class_list":["post-560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-digital-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Internet mobile : des possibilit\u00e9s d&#039;avenir pour le m\u00e9dia magazine - WE MEDIA Magazine Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/mobiel-internet-heeft-toekomst-voor-magazine-media\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Internet mobile : des possibilit\u00e9s d&#039;avenir pour le m\u00e9dia magazine - 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