Monday, January 11, 2010 by Adrian

The future of media consumption is probably best summarised by the portability of content from device to device. With the market constantly changing due to an ever evolving electronics landscape and changing consumer preferences, device manufacturers, marketers and publishers alike are being consistently challenged to make content available where, when and how their end-users want to consume it.

"Even as the landscape evolves, the market for portable electronics is growing unabated," said Noah Elkin, eMarketer senior analyst and author of the new report, "Always-On Devices and Networks: New Opportunities to Reach Consumers."

It would appear that netbooks in particular have performed well in a year of financial scrutiny. Data shows that netbooks were the only portable PC segment to see year-over-year revenue growth worldwide rising 264% from Q2 2008 to Q2 2009. But smartphones, gaming devices e-readers and tablet PCs are also a big part of the ever changing world of content without walls.

"Multiple devices, numerous access modes and shifting consumer preferences mean marketers and content owners cannot afford to put all their eggs in one basket," cautioned Mr. Elkin. "Until formats and device platforms get more established, multimode, multidevice support remains a must."

The full report, "Always-On Devices and Networks: New Opportunities to Reach Consumers" also answers these key questions:

• What new portable Internet access device platforms are emerging and what is the outlook for each?
• What types of content, media and marketing messages are best suited for delivery on these devices?
• In what ways are these devices changing where, when and how consumers access content?
• How can marketers tap into networks and mobile devices such as e-readers and netbooks to deliver content and drive sales?

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