Examining Mobile User Engagement

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Customer Experience
Customer Experience
By exploring and understanding how iOS and Android users share content via mobile, publishers can cultivate effective, targeted engagement strategies that take advantage of each platform's strengths.

Mobile will always be everywhere the consumer happens to go. From sitting in an office, to lying on the couch, the average user's mobile device is always within reach. But, in many instances, companies have yet to determine precisely how and when their customers consume content. Brands and publishers understand the importance of this emerging channel, yet few have the insight necessary to drive an effective engagement strategy.

Rumble's "Mobile User Engagement Study for Publishers" reveals how users typically interact with mobile content applications, examining more than 300,000 real-time interactions across 40 different publishers to gauge pertinent behaviors. While the study highlights usage and sharing trends, the report also focuses on the importance of understanding how mobile audiences consume content to not only drive more traffic, but also empower these users to support and organically grow the publisher's brand.

The following statistics highlight the primary trends driving the mobile sphere forward and where companies should focus their attention in order to generate loyalty and engagement:

  • Overall, 52 percent of those observed are Android smartphone subscribers, while 38 percent own an iOS device, highlighting the growing popularity of the Android platform.
  • Of those who read articles on their smartphones, 1.8 percent of those articles read via Android are shared with social networks, while only .8 percent of those read via iOS are shared.
  • Smartphone users primarily prefer to share articles via email (76 percent), with remaining article shares split evenly between Twitter (12 percent) and Facebook (12 percent).
  • When it comes to sharing content via social, users are more likely to share content from local (39 percent) or regional (48 percent) publishers, as opposed to international (24 percent).
  • With 53.6 million iPhone users and 53.9 million iPad users across the U.S., it's no surprise that the percent of articles read are split evenly, 50/50. However, when it comes to sharing content, iPhone users are three times more likely to share than their iPad counterparts.
  • While 68 percent of users believe push notifications are valuable, 80 percent are open to receiving such messages after downloading a mobile application.

Key takeaway: Before any brand can truly hone and improve upon its mobile engagement strategy, they must first come to understand the drivers behind its audience's actions. An ill-informed approach will only hinder the company and the customer relationship in the future. Ultimately, brands aim to offer relevant content via the channels most preferred by their primary customer base. However, without data collection, observation, and analytics, publishers cannot help but tackle the situation blindly, which can be detrimental to the customer experience and the bottom line. Cross-channel engagement strategies-not just mobile-require listening and communication from both the publisher and the consumer, thereby highlighting the significance of digital trends and how companies can apply this knowledge to achieve their goals.

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EXPERT OPINION