Thursday, October 20, 2011

Content for Mobile Consumption

It stands to reason that consumers will interact differently with content when on a PC, a tablet or a smart phone. When consumers use different devices, the user experience dictates the types of words that are searched, for example.

It now is obvious that people do different things on smart phones than they do on PCs, and also behave differently when using tablets. That means content consumption patterns will be different as well. Smart phone content tends to be more frequently localized, more often related to some immediate purpose or activity. Sessions tend to be shorter. 

Content requests on a smart phone will tend to have a higher contextual angle as well. What people want to know more often hinges on where they are, what they are doing and what is around them. 

Having access to an actual keyboard makes it much easier to type longer keywords, in addition to not having GPS functionality to localize the search.

Tablets show to have the shortest keyword queries entered. With no keyboard, and it being slightly more difficult to type, "Google Instant" or voice search comes into play, and steers consumers towards shorter queries.

Mobile-specific landing pages are a good idea, when an organization has time and resources to create them, but these days a more-precise term would be "smart phone" landing pages, as a tablet landing page is virtually indistinguishable from a PC page, at least on a 10-inch screen. Whether it will make sense to format content in three ways, for small smart phone screens, seven-inch screens and then full-size PC and tablet screens remains to be seen. 


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