AnswerLab Uncovers User Expectations Across Web, Smartphone and iPad Platforms
SAN FRANCISCO—August 11, 2010, (PRWIRE)—Consumers see no value in iPad apps that merely mimic the website, according to a new report from AnswerLab, a firm specializing in user experience research. They have huge expectations for a differentiated experience that stands out as unique from other channels. The report provides digital content owners and marketers with insights on how consumers buy and use applications and websites on mobile phones and on the iPad.
According to the findings from twenty-five one-on-one user interviews, digital content owners and marketers need to think holistically not only about their content strategy across mobile devices – including phones and touchscreen tablets – but also platforms such as applications and websites. Crafting a comprehensive approach to a mobile digital content strategy, according to AnswerLab’s research, will best meet users’ needs. The first step to a successful digital content strategy across mobile platforms is understanding the user – then determining what content they want, and where and when they want to consume it.
“Consumers have very specific ideas about how they want content on their mobile phones – and it has a lot to do with the small form factor. With the emergence of touchscreen tablets, we’re seeing new and surprising user expectations for consuming and interacting with content,” says Sally Cohen, Research Lead at AnswerLab and author of the report. “Digital content owners and marketers who haphazardly place content across mobile platforms are taking a huge risk – it’s no longer enough to throw content into an app or website and hope that it works. Users’ ideas about how they think content should be displayed, how they want to navigate through it, and whether or not they want to customize or share it depend a lot on both the device and the platform. Successful content owners and marketers will plan for – and respond to – these expectations.”
AnswerLab continues to expand its business with the launch of published research reports. AnswerLab is a leader in user experience research, working with Fortune 1000 companies to provide custom user experience research solutions. AnswerLab brings this expertise to its newest report, “Crafting A Winning Digital Content Strategy Across Mobile Platforms,” now available at www.answerlab.com/reports.
About AnswerLab
AnswerLab (www.AnswerLab.com) conducts user experience research providing insight and recommendations about how people use websites, mobile and software applications. AnswerLab partners with clients at any phase of product development, from concept testing through implementation to ongoing benchmarking and tracking. AnswerLab's research provides clients with the confidence needed to make important design decisions and offers detailed insights into the thoughts and attitudes of target customers. Before the project starts, AnswerLab probes to find the meaningful questions that drive the project, then designs and implements the appropriate methodology, manages the project from start to finish and delivers the "a-ha" moments.
The company is a recognized leader in user experience research. In 2009 AnswerLab was the only research firm named to Inc Magazine's Inc 500 List of Fastest Growing Privately Held companies in America. AnswerLab was also the only research firm named to The San Francisco Business Times' list of 100 Fastest Growing Private companies in the Bay Area. AnswerLab's clients include industry-leaders such as FedEx, Yahoo!, eBay, Intuit, Wells Fargo, PayPal, Genentech, Cisco, Experian, ING direct and Microsoft.
If you would like more information on this topic or to schedule an interview please contact pr@answerlab.com, (415) 814-9916.
