4 myths about mobile content and 1 truth

At the Content Market Association’s Digital Breakfast on creating adaptable content for the mobile web, UX consultants Neil Schwarz and Sophie Dennis of cxpartners began by busting four myths about mobile, and finished with one truth.

Mobile myth 1: Mobile users are all on the go

The archetypal use case for mobile is the harried commuter, but that doesn’t reflect the reality of mobile usage. According to the Harvard Business Review, 68% of consumer smartphone usage happens at home; and Google’s Mobile Search Moments reckons 77% of mobile searches take place at home or work. There is a spike of smartphone use during the morning commute, but usage remains steady throughout the day and actually peaks after 8pm, when it is outperformed by its mobile cousin the tablet.

Mobile myth 2: People don’t read on mobile

An Atlantic article in 2014 put paid to this idea. It cited a 6,000 word Buzzfeed article, which tracked 47% of its more than 1 million page views coming from mobile. “The immersive scroll is the oldest of mediums,” quipped Buzzfeed’s editor-in-chief Ben Smith.

Mobile myth 3: People won’t [shop/buy a car/book a holiday] on mobile

Not in cxpartners’ experience. After completing a responsive redesign for Thompson Sport, which sells premium holiday packages for sporting events, they registered an uptick in consumers booking these high value products through mobile, especially if they were at sporting events. When looking at things people currently don’t do on mobile it’s easy, cxpartners contend, to confuse things they currently can’t do easily on mobile, with things they won’t do on mobile.

Mobile myth 4: A different device or screen size means a different task or context

This March, BBC News launched a responsive site and reported that 65% of visitors are on mobile devices, including tablets. Cxpartners also cited analysis by the BBC of consumption, and while there was a correlation of visitors consuming different types of content on different days, and being attracted to punchy headlines during the day while consuming more long-form content on evenings and weekends, there was no correlation between types of content of device.

Truth: All users are task-focused, distracted and have no time for fluff and filler


For the full article by Jonathan Shannon please visit