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Crafting A Winning Digital Content Strategy Across Mobile Platforms

Tailor Your Content By Platform To Meet Your Users’ Expectations

This report answers the following key questions:

• What kinds of content do consumers expect to encounter across mobile platforms? How do they want to consume and interact with this content on each platform?
• How should our content differ on the mobile phone and the touchscreen tablet? In which ways should it stay the same?
• How should the content in our app differ from our web experience on both the mobile phone and the touchscreen tablet?

This report will help digital content owners and digital marketers successfully tailor their content to every mobile platform by exposing users’ expectations for content across platforms.

 

Download the full report for free by submitting your information below. (PDF, 3.6MB)

 

 

 

Research Background
In May 2010, AnswerLab conducted 25 one-on-one user research sessions in a lab setting to study mobile behavior. The goal of the research was to better understand how users expect to interact with content through websites and applications on their mobile phones and on touchscreen tablet devices like the iPad. AnswerLab researchers interviewed users about their mobile habits, with a focus on how they buy and use mobile applications and websites. Researchers also observed the participants using both their mobile phones and an iPad. Researchers utilized a “think aloud” methodology, encouraging the participants to verbally express their thoughts, questions, and feelings while interacting with these devices. The users owned a mix of touchscreen mobile devices, including the Apple iPhone, BlackBerry Storm, and Android devices including the Motorola Droid, HTC Droid Eris, and Motorola Cliq.

 

Download a free 2 page Executive Summary of the report here