Mobile Content Marketing Strategy: Who’s Reading When?

Mobile Content Marketing Strategy: Who’s Reading When?


Ready to create your mobile content marketing strategy? Stop!

Before you start planning your editorial calendar, it’s helpful to carry out some audience analysis or you might be wasting your time. Audience analysis will help you to understand:

  • who uses mobile devices and which devices they use
  • when they use mobile devices
  • what kind of content they read on mobile devices

Luckily, you don’t have to reinvent the wheel. There are several studies to give you the information you need, including a couple of our own.

Mobile Device Usage

One of our recent pieces of research confirms Google’s view that it’s a multi-screen world. Most people use some sort of screen Who is using what whenbetween 7 AM and 11 PM and many of the screens used belong to mobile devices. Here are the findings in more detail:

  • First thing in the morning, people generally use their smartphones to check email. It’s a great way to catch up on what’s happening without having to get out of bed. By 7.30AM, the focus shifts to catching up on the days news (and checking email for the late risers) on a tablet. Commute time is all about using smartphones, keeping track of news and email on the move.
  • The pattern starts to shift during the working day. While more people use PCs as one of their primary screens. mobile devices are still in use as a second screen. There are a couple of mobile device usage spikes: people check social media as they get into work at 9AM, and again at coffee break time and the 12-2PM lunch period.
  • The evening commute home, between 6-7.30PM is another time for checking email, web browsing, reading news and updating social media.
  • Tablets are in heavy use during the 7.30-9PM period, where many people use them for watching online video, playing games, using social media, reading and shopping. Then there’s a late night news and email check between 10.30-11PM.

The findings show that if you’re not creating content for mobile device users, you are missing a large part of your potential audience.

The Mobile Publishing Landscape

There’s even more data to support that idea in our infographic on the mobile publishing landscape. Some of the interesting facts from that research include:

  • 112.5 million adults in the US are expected to own a tablet by 2016
  • 50% of people own both smart phones and tablets and use them for news reading
  • 54% of people watch online video on mobile devices
  • the key time for reading on a tablet is after 9 PM.

Google’s Mobile Playbook also supports the idea that smart phones and tablets are becoming primary devices for interacting with a wide range of media. In fact, 84% of multi-screen interactions use smartphones.

What This Means for Your Content Marketing Strategy

The changing pattern of mobile device usage means big changes for content marketers. If you don’t already have one, it’s time to put together a mobile content marketing strategy. By the time the holiday season has come and gone more people than ever will have mobile devices. Tablets could represent 50% of the PC market by next year, according to Canalys. The implications are:

  • Optimizing for mobile is no longer an option. It’s a must.
  • Having content that loads quickly and renders correctly on mobile devices is essential. Econsultancy says that page speed is the mobile time bomb that’s waiting to go off.
  • With social media a key activity for mobile device users (nearly 75% of Americans visit social media sites every day), content marketers must optimize content for social sharing on smart phones and tablets.

Mobile Device usageAnd there’s more. Since the research shows that people may be using multiple screens at any time of day or night, it will become more important to win the battle for attention with excellent cross-platform marketing strategies, targeting the couch potatoes and other mobile device users.

Responsive, mobile adapted digital content publishing solutions (check out the one Readz offers) will help content marketers to achieve all these aims. The right solution will marry great looking content with SEO and analytics to meet the needs of both readers and marketers.

The data is clear. Content marketers who have been sitting on the fence about mobile during 2013 will have to hop off the fence in 2014 and adopt a content marketing (web apps) solution that meets the needs of the growing audience of mobile device users.


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