2014 State of Digital & Content Marketing Survey – The Mobile Perspective

Greentarget, InsideCounsel and Zeughauser Group have released the results of their 2014 State of Digital & Content Marketing Survey. This is the fourth year of the survey, a survey that is one of the only sources of data to provide insight into in-house counsel’s use of social media and mobile devices.

Some of the mobile highlights from the report include:

For reading general business information,

  • 35% of in-house respondents use a smartphone (-18% from last year).
  • 42% of in-house respondents use a tablet (+3% from last year).
  • 20% of in-house respondents use mobile apps.

For reading legal industry trade publications,

  • 19% of in-house respondents use a smartphone  (-5% from last year).
  • 25% of in-house respondents use a tablet (+7% from last year).
  • 8% of in-house respondents use mobile apps.

For reading trade publications,

  • 15% of in-house respondents use a smartphone (-8% from last year).
  • 22% of in-house respondents use a tablet (+3% from last year).
  • 6% of in-house respondents use mobile apps.

The biggest change in the data from last year is a decrease in the percentage of in-house counsel using smartphones to access information (use of tablets went up modestly). The authors of the study suggest that the decrease is primarily due to in-house counsel substituting tablets for smartphones.

Even with the decrease in smartphone use, the data still demonstrates that in-house have significant experience in using mobile devices to access business, legal, and industry information. This data provides support for the extensive opportunity that exists for law firms to provide value-added mobile resources to their clients.