It has been argued that 2014 is the year of content, but what about how your audience consumes your content?
According to EmailMonday.com, 61 per cent of consumers now read at least some of their emails on a mobile device yet only 12 per cent of newsletters use responsive design techniques to optimize their layouts for mobile devices. Add the fact that 48 per cent of users feel frustrated and annoyed when they land on a site that wasn't designed with mobile in mind, and its a recipe for business disaster.
Bottom line: if you aren't optimized for cross-platform usage, you're missing out. Key metrics such as engagement (measured by time on site, pages per visit, bounce rate, etc.) and conversion all take a hit when you don't cater to peoples' preferred device. And while this doesn't mean you need a mobile app, it does mean that all of your digital assets must be accessible on any device and any screen.
The other element to consider is the context in which people are using their mobile device, specifically the tendency to multitask. As the shown below, 60 per cent of Americans use at least one device while watching TV.
Check out the full infographic below, but in the meantime, here are a few key takeaways about marketing to cross-platform audiences in 2014:
- 90 per cent of Americans use multiple devices sequentially throughout the day, ranging from smartphones, TVs, PCs, eReaders, to tablets
- 88 per cent of Americans own at least two devices
- TV viewing is the top multi-screen activity. 60 per cent of consumers in the U.S. use more than one device while watching television
- Adults between 18-34 prefer smartphones over tablets. Tablets are the device of choice for adults 35-44
Planning to incorporate a responsive strategy in 2014? Would love to know how! Leave a comment below.
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