I read from the phone. How to write text for mobile users?
Mobile content is snack content. Long texts are dead. Now people do not read, they watch pictures and videos. And the farther into the forest, the more clip-like the youth’s thinking becomes – they don’t fix their attention on anything longer than 7 seconds.
This was the TOP misconception of Internet marketers regarding mobile users. Mobile users choose different content, they consume it at a different time, while consuming it in a completely different way – this is clear to all Internet marketers. But with regard to what exactly this “consists of”, there are a dozen opinions, most of which are misconceptions. It’s time to dispel a couple of myths.
Here are the TNS Web Index data for January-March 2015:
of the 80 million users of the Russian Internet, 50 million periodically access the Internet from a mobile device;
over the year, the share of exclusive mobile users increased by 90%;
the desktop sector is no longer growing;
14% of users (a total of more than 11 million people) access the Internet only from a mobile device.
What conclusions follow from this?
All new users will be mobile. This applies to children who are barely matured to the “Internet age”, and people in the 50+ group who are first developing the network.
The mass transition of users from a computer to a telephone is gaining momentum.
If site statistics show a high percentage of mobile users, it makes sense to consciously follow them in everything. And in the texts too.
In other words, if you want to continue to bite off your piece of the pie from the total number of users, adjust the content marketing approach for mobile users. And in the texts too.
What is the difference between mobile users? [according to old-school marketers]
Mobile users view pages on a smaller screen, so they don’t want to read texts that are several phone screens long.
A mobile user is not so hot a reader, because he has a very dispersed focus. He needs to get an answer to a question on the go and run on.
We turn to mobile content from time to time when the phone is in our hands, and at any moment we will be torn off reading from a call or push notification.
It turns out that the best content for mobile is pictures, infographics and videos.
What is the difference between mobile users? [in fact]
Everything is really simple. Mobile users view pages on a smaller screen, most of the day their attention is not focused on reading text several screens long, and if they read, they will be interrupted at any time by a call, push-notification or a shout from a colleague at a nearby table.
But there is something internet marketers forget about.
Firstly, this small screen is always with us. This means that situations when we turn to mobile content arise several dozen times more than in the case of a laptop or tablet.
If you create truly valuable content, the user will return to it, even if it is distracted.
Secondly, despite the alleged dispersion of the user, the phone is an anchor of attention. We all have a mobile test reflex, when the desire to grab the phone and check if something came in is drawn into any empty attention.
According to neurophysiologists, this is a kind of dopamine addiction. Dopamine is a hormone promising pleasure. It is produced when we are going to buy, eat, play computer games or see confirmation of our significance by receiving a message on social networks. That feeling, similar to the curiosity that we experience when we see the phone on the table and think “if something has come ?!” is the moment of dopamine production.
Where else would you find a user whose consumption of [good] content is an almost physiological necessity?
By the way, about the lack of concentration. Just in comparison with the desktop user, the attention of the mobile Internet user is more focused: text content occupies 100% of the phone’s screen, and he does not see neighboring tabs with distracting headers.
Thirdly, there are large lengths of time when the user is focused on content. At this time, he purposefully, with all concentration, consumes content. Metro – morning and evening. Lonely lunch break. Waiting in line at the post office or at the doctor’s appointment. Bus, plane or train. All waiting situations are the time of concentrated consumption of mobile content. If a user interested in your topic is provided with convenient and long enough text for such a length of time, he will read your blog again and again.
Fourth, a mobile phone with us where there are no other gadgets – neither laptops nor tablets. Remember: where do you not go without first grabbing the phone? Yes, even in the chair to the dentist. In situations in which people used to have a book or newspaper in their hands, the telephone now appears. The phone is all the more convenient because it can be used when only one hand is free.