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Mobile is not the future - mobile is now

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Mobile is not the future - mobile is now

Mobile will continue to grow in 2012 but Lojkine expects tablets to overtake smartphones in terms of pages viewed, given the device’s suitability for the ‘lean back approach.’

Lojkine discussed the advantages of mobile apps versus the mobile web. “Mobile apps are brilliant, and can take advantage of other features on the phone, and that’s why people can charge for them,” she said. In her experience, app owners visit nine times as frequently as others and view twelve times as much content.

However, apps are not easily scalable as they have to be made for many devices, and they are not instantly downloadable and accessible if someone wants to look something up immediately: for that you need to be present on the mobile web, Lojkine stressed.

CNET set out to build a mobile web solution that would work across platforms, Lojkine said, and now has a web version with ‘responsive design.’ Depending on the device and its orientation, the page layout adjusts automatically, and some of the content is removed or repositioned. On tablet devices there is a higher quality video stream, and there are two columns in landscape mode. The advertising on the site also changes to be a better fit.

CNET offers technology news and reviews, as well as software downloads. The company found that whereas on the desktop site, CNET readers are particularly interested in consumer reviews, on mobile, consumption tends towards news articles.

The mobile site has built-in interactivity, as CNET is aware that people looking at the site from a smartphone or tablet are likely to be techy, Lojkine said. Content is shared with a standard URL that can be viewed on any device.

After the launch of the new site, visits to CNET UK went up by 61%, Lojkine said. “The mobile web will take your content to a much wider audience,” she concluded.


Emma Goodman's picture

Emma Goodman


2012-04-19 13:11

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