It’s no secret that in recent years there has been a significant decline in people consuming printed media. However, it’s not just print that has seen a decline. In the past 4 years mobile has overtaken desktop as primary method of consuming online content.
It’s no longer enough to just have your content available online; increasingly publishers are taking a mobile-first approach to how they produce their content.
Making your content accessible online
At the very minimum, your website should be easily accessible on both mobile and desktop devices. It doesn’t matter how well written and interesting your content is, if your website is slow or hard to navigate on a mobile device, people will not stick around.
Producing content for mobile
The way we consume media in print, on desktop devices and on mobile devices is very different.
Many publishers use the approach of taking their printed content and either replicating it or reformatting it for their website. This is then, again, reformatted for mobile. Inevitably, the content will end up looking far less impressive in its mobile form compared to print.
There’s no escaping from the fact that, if not now, in the near future, most of a publisher’s content is going to be viewed on a mobile device. Therefore, surely it makes sense for publishers to take the opposite approach and first produce their content for mobile and then adapt it for desktop and print?
Publications like The New York Times has seen a lot of success with this approach. Over 50% of their audience now comes from their mobile offerings, with that number expected to grow in the next few years.
People tend to spend about 92% of their time using apps on their phone, rather than a browser. Therefore, as a method of providing your content in a mobile format, apps are an undeniably useful thing to have.
However, how many times have you installed an app on your phone or tablet, used it once or twice and then completely forgotten about it?
Deloitte’s recent report on mobile usage patterns is a wake-up calls to businesses. We know from our enterprise, membership and publishing clients who use the Page Lizard customised mobile apps that the internal IT department is often the biggest resister to change. Their old-school thinking continues to put PCs and websites before mobile.
The real value of having an app is the opportunities it gives you to interact with your audience and keep them engaged.
Both Android and iOS have very powerful tools that can help make sure you don’t get forgotten. Utilizing these tools effectively is the key to success.
Keep an eye on our blog for my upcoming series where I’ll be exploring these themes in more depth.
With over 10 years of experience providing digital publishing solutions, contact Page Lizard to discuss how best to make your publications more accessible online.
Topics: member engagement