Insights from the Future Foundation: Media and mobile trends

Joseph Clift

The fragmentation of media consumption - one of the biggest issues facing advertisers today - was discussed at a briefing from the Future Foundation, held in London in May 2010.

Globally, improvements to computing technology and networks have fostered increased use of high-speed unmetered web connections, allowing users to read, watch and listen to content at their leisure.

Presenters from the Future Foundation discussed two ways in which this general trend has changed the media landscape: firstly, the profound impact the proliferation of free online content has had on traditional media, and secondly the rapid growth of the mobile web.

The future of traditional media

To Meabh Quoirin, managing director of the Future Foundation, recent media trends have little to do with the macro-economic climate.