According to comScore’s newly released 2017 U.S. Mobile Apps Report, 57 percent of consumers’ time spent using digital media is now taking place in mobile apps.
    Of that, 50 percent is occurring in smartphone apps versus only 7 percent for apps on tablets.
    Desktop is trailing further behind, accounting for 34 percent of time spent, while mobile web is another 9 percent.
    The use of mobile apps to engage with digital media is even higher among younger users.
    comScore found that among those aged 18 to 24 years old, two-thirds of their digital media time is spent using smartphone apps alone. They spend more than 3 hours per day in apps, compared with 2.6 hours for 25 to 34-year olds and 2.3 hours for 35 to 44-year olds, for example.

    What does this have to do with your marketing?

    Obviously phones are becoming an increasingly important way your content is being consumed, whether it’s your website or your email newsletter. According to this report, there’s a good chance that 60% of your content is being read on a phone – most of that in apps, and 9% in a browser. What you write and how you present it, needs to be focused more and more on the phone as the medium – in other words, keep it short, sharp and engaging. Grab their attention in the first line. Keep their attention once you have it. Use narrative devices (ie story telling) to engage them emotionally, rather than long lists of features and functions. These principles of creating great content isn’t new, of course – it’s as old as Homer. But when two-thirds of your content is being read on a device the size of your hand, they are more important than ever.

    And, of course, if you think your content needs re-working to make it more engaging, just give us a call. That’s one of the services we provide.

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