Mobile Content Strategy Offers Access to Growing Market

Time spent in mobile apps increased by 21 percent in the past year, continuing an upward trend. Consumers are spending more overall online time on their mobile devices—according to data from Localytics, the average session length within a mobile app remained consistent at 5.7 minutes, but consumers are now opening apps 2.1 more times per day, on average.

As a result, mobile content strategy has become a critical component of overall digital strategy. The industries affected by this need for smarter mobile content are expanding as mobile technology becomes more sophisticated. The latest smartphones, for example, are equipped with technology that makes them usable as health and fitness devices. Shopping, music, and other Internet activities are also common reasons consumers spend so much time on their mobile devices.

“Despite reports that fewer apps are being downloaded each month, people are spending more time than ever in apps,” says the report. “Session length and app launches are important metrics to gauge app engagement, and together are an accurate representation of the amount of time users spend in apps.”

Social networks remain the dominant form of app engagement, and by a wide margin. The number of app launches per month for social networks was 8.4 sessions higher than the second-most-popular app-usage category.

As total usage time has increased, the amount of money spent over mobile devices has also risen significantly. According to research from comScore, the overall commerce generated from mobile platforms now accounts for about 11 percent of all digital-commerce spending. At $6.8 billion, this represents a huge revenue market. The trend is expected to continue upward, with digital commerce growth increasing at more than quadruple the rate of commerce growth for offline retailers.

Mobile devices already account for more than one-third of all monthly visitors at top online retail destinations, per the report. Those consumers are also using mobile devices to conduct related research, which can include seeking out information and reading supplementary online content.

This behavior should motivate brands to expand their investment into content writing efforts. A solid mobile content strategy can be an online influencer in how consumers find products and services, as well as where they go to spend their money.

It stands to reason that when consumers decide to shop through mobile devices, they are also conducting related activity through their smartphones and tablets. Content writing is an effective means of targeting these mobile consumers specifically.

By tailoring content for a mobile audience, consumer satisfaction can increase, and mobile-minded content marketing strategists will start to see better returns on their investments.

This article originally appeared on Skyword.

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