2013 is the Year of Mobility in Government: Study Shows Media Landscape Shifting in Government Sector - (Archived)

Market Connections Releases 5th Anniversary Federal Media and Marketing Study

In 2013, government executives are embracing mobile solutions, with smartphones and tablets becoming key channels for reading news and information – signaling a major shift in the media landscape where government decision-makers want ubiquitous access to content.

Mobile Device Usage Trend 2012-2013

Smartphone usage has increased slightly among government decision-makers, while tablet usage has doubled since 2012.

In addition, print media still is not dead and marketers need to develop strategies that target a broad range of media channels and formats. Using a variety of dynamic media spread across digital, print and social media is en vogue – it’s all about accessing any type of information, anyplace and at anytime.

[pullquote]“The way government executives are consuming media is changing dramatically. The federal sector is catching up with global and national trends when it comes to mobility. As such, marketers should optimize all of their sites and content for mobile devices, as well as continue to focus on traditional channels for reaching government decision-makers.”

– Lisa Dezzutti, Market Connections[/pullquote]These are several of the findings of the 2013 Federal Media and Marketing Study (FMMS), released today by Market Connections, in conjunction with Sara Leiman, VP media director at TMP Government. Lisa Dezzutti, president and CEO of Market Connections, and Leiman presented highlights this morning at a sold-out breakfast at the Gannett Conference Center in McLean, VA.

“The way government executives are consuming media is changing dramatically,” said Dezzutti. “The federal sector is catching up with global and national trends when it comes to mobility. As such, marketers should optimize all of their sites and content for mobile devices, as well as continue to focus on traditional channels for reaching government decision-makers.”

With the theme of “Navigating a Changing Federal Landscape,” the panelists discussed key ways that government contractors can enhance their marketing efforts in a time when reaching government decision-makers has become increasingly challenging.  In addition to Dezzutti and Leiman, other panelists and speakers included Alan Boykin, Chief Learning Officer, National Contract Management Association; and Judy Quinlan, manager, advertising and creative services, Northrop Grumman.

In its fifth year, the study aggregates the use of print, television, radio, mobile, social media and Internet-based news media by senior federal employees. Dynamic content across multiple channels is the key to reaching decision-makers.

2013 Reading Preferences for Work-Related News and Information

Government decision-makers prefer a combination of print, online and e-newsletter formats for work-related news and information.

[pullquote]“Media habits inside the beltway are very different than outside the beltway. Government executives inside the beltway are consuming a diversified mix of media, which is being now delivered through multiple channels and platforms.”

– Sara Leiman, TMP Government[/pullquote]

More than 3,900 decision-makers—the largest response to-date—participated in the study, which allows marketers and communications professionals to better target their efforts and ensure they are reaching the right people in the right places.

“Media habits inside the beltway are very different than outside the beltway,” added Leiman. “Government executives inside the beltway are consuming a diversified mix of media, which is being now delivered through multiple channels and platforms. This gives marketers the opportunity to quickly influence the government buyer in ways where domain- and geo-targeting is possible.”

A free overview of the survey results is available for download at www.marketconnectionsinc.com/mediastudy. 

Highlights of this year’s results include:

  • Mobile device usage is up. Two-thirds (67%) of government decision-makers are now using smartphones, up from 58% in 2012.  In addition, tablet usage nearly doubled in the past year, from 31% in 2012 to 60% in 2013.
  • Print still is not dead. Federal decision-makers are still reading print publications, with 45% preferring print for work information, reinforcing that marketers need to consider a combination of print, digital and mobile when developing marketing strategies.
  • Trade show and conference attendance is down. More than half (52%) of federal decision-makers did not attend any trade shows or events last year, while those who attended 1-3 events (41%) and more than 4 events (8%) are down from 49% and 11% respectively.
  • Social media use has leveled off.  Survey respondents reported use of Facebook, LinkedIn and YouTube remaining about the same as in 2012:  57% use Facebook, 36% use LinkedIn and 46% use YouTube. New to the study is Google+, with 33% of respondents using the online social network.
  • Participants are active in the purchasing process.  Fifty-one percent of survey respondents are responsible for the identification of the need for products or services, 43% are responsible for determining the requirements for new projects, 29% are involved in proposal evaluation and 27% are responsible for identifying potential contractors and suppliers.

Market Connections makes the data available via a dynamic online tool,  which allows subscribers to create their own custom data views to inform marketing and public relations decisions. The tool allows users to cross-tabulate data from this study via job title and purchasing responsibility; job title and web site visits or publication readership; or product and service purchases and publication readership; or radio listenership.

The online tool is available for purchase through Market Connections.  More information is available at www.marketconnectionsinc.com/mediastudy.

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