Almost 20% of press release views on PR Newswire’s web site originate on a mobile device.
Summary: Mary Meeker’s most recent presentation on internet trends (given yesterday at the Re/Code Code Conference) emphasized the powerful growth of the mobile web. In this post we summarize key points from Meeker’s discussion in terms of impact for marketing and PR pros.
As we approach the mid-year point for 2014, it’s worth taking a minute to consider trends in internet usage as we develop our PR and content marketing plans for the upcoming months. Internet sage Mary Meeker gave a wide ranging view of internet trends yesterday at Re/Code’s Code Conference, and within her data are some findings that demand communicators’ attention.
The mobile web gathers strength
Growth in use of mobile devices – and thus, mobile internet use – is still extremely strong worldwide, but with just 30% of mobile users using smartphones, a lot of upside remains, which means the mobile web will only grow more pervasive – and important – in the months and years to come.
Even more stunning is the spectacular growth rate of tablet sales, which are growing far more quickly than PCs or laptops ever did. The portability and intuitive design of tablets are fueling the demand for these devices.
The net effect of these trends in hardware sales is pretty profound: more and more individuals are accessing web-based content from smart phones and tablets. Meeker reported that 25% of web traffic originates from mobile devices today, up from 14% a year ago.
Changes in audience behavior
However, folks are not simply laying laptops aside and picking up their phablets instead. Mobile devices have ushered in new behaviors, enabling people to use time on a train platform, bus or grocery store checkout line to continue following the news stories, researching the products or engaging in the conversations they were having at their desks. Certainly, there’s more competition for attention than ever, however, audiences are devoting hours of their days to online information and interaction, offering marketers new opportunities to connect.
Imperatives for communicators
Ensuring your organizations’ communications are clear and render well across a range of mobile devices is of indisputable importance today. Rest assured, your audiences are reading your brand’s blog posts, perusing press releases and viewing videos from their phones and tablets. If the content your organization has published isn’t mobile friendly, audiences will go find content that is, taking with them valuable opportunities for your brand to inform, engage and connect with them. Here’s a simple checklist to help ensure the content your brand is creating will resonate on the mobile web:
- Use short, tight headlines (100 characters or so) to capture fast-moving reader attention.
- When selecting visuals, be sure to use some that are simple and render well on small screens. I.e. in addition to a large infographic, also include a snippet highlighting a key fact that will be easy to read on a smaller screen.
- Have a chat with your vendors about their mobile capabilities. PR Newswire’s MediaRoom product, for example, is designed to deliver a consistent user experience for web site visitors, whether or not the client web site employs responsive design. For sites that aren’t responsive, we’ll create a mobile-optimized MediaRoom, ensuring your PR content is usable on mobile devices (even if the brand web site isn’t.)
“Even if your organization’s website is not optimized for mobile or responsively designed, you still have options for creating an online newsroom that provides your growing mobile visitor audience with the best possible user experience,” noted Chris Antoline, our director of customer engagement and an expert in developing online press rooms.
- Edit large files. Create shorter (a minute or two) video clips, pull out excerpts from white papers, and break long PDFs into pieces to make it easy for mobile users to get to specific information.
So the next time you plan a campaign, think about your mobile audiences, and build content that works for them, too. And don’t forget to include a discussion of reaching mobile audience when talking to various vendors, such as design firms, email providers or commercial newswire services, and when you prepare your 2015 budgets. Developing communications that resonate with mobile audiences is fast becoming a cornerstone of successful communication strategies.