mahisaislam1234
Dołączył: 09 Gru 2023
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 Wysłany: Sob Gru 09, 2023 07:33 Temat postu: Functional content on mobile phones, to apps |
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The fifth wave of the IAB Spain (Interactive Advertising Bureau in Spain ) study on marketing on mobile devices makes it clear: if the content is informative, its support has to be the website; If it allows or leads the user to do something, its support is the app.
The study, made public this morning, is aimed at identifying the best advertising media on mobile devices, but does not overlook the evolution of consumers and allows extracting some data that allows the strategic selection of channels for content on mobile devices. .
(41%) and equating to the use of a phone or tablet browser (72%).sers consider that navigation through the app is easier and faster , without distractions and maintaining the user's preferences. These are all advantages that oppose web pages.
When they were asked to find more specific and additional information on their topics of interest, the results showed a tie between apps and web pages.
The decline of search engines on mobile devices
If the authors of the study had d WhatsApp Number List elved into the growing preferences of users for apps over web pages, they would have obtained other conclusions that allow defining a content strategy more appropriate for consumption on mobile devices.
Functional Content vs. Query Content
The IAB Spain surveyors have differentiated two types of content that offer different profiles of the use of mobile devices: consultative and functional.
Each of these types corresponds to different user activities. The consultancy deals with guides, travel and transportation, consultations on trademarks, restaurants, health issues, books or professional training.
Functional content refers to banking, purchasing products, and redeeming commercial coupons.
That is, the consultative content focuses on the web pages and the functional content, on the apps. And in this way we will articulate our content strategy.
For example, by completing the IAB data with Poynter 's media consumption and eyetracking data on tablets and Google's multi-screen usage report , other conclusions can be drawn:
Feeling of security . The app is considered more secure than the website. The user is in the store, not in a store post. It's in the bank, not in a bank publication. The connection feels direct, private and secure.
Brief learning . The apps are functional. They are designed so that users act, do things. And they are organized into short, simple routes that are easy to remember. Any additional information can be a hindrance to those who follow the planned path. And that route is chosen by the user voluntarily.
External support . The information is transferred to the website, where there are practically no extension limits and where it can be complemented. The link from the website to the application is practically non-existent due to technical difficulties, but in the opposite direction it can enrich the user experience of the app without disturbing its objectives.
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