Mar 22, 2016 / by Katie Gaab

For our newest findings, check out the 2021 State of the Media Report!

Since 2011, the percentage of U.S. adults who own a smartphone has grown from 35 to 68 percent. As smartphones continue to shift how we communicate and access information on-the-go, media organizations have taken note and evolved too. But has your brand?

If you haven’t adopted a mobile-friendly website, you’re missing major opportunities to drive prospects to your site, reach new audiences and engage your current users.

Stay ahead of the competition by understanding the necessity of evolving with one of 2016’s most important media trends.

1. Increase Traffic



Brands who’ve received penalties in the past are about to get more. Starting in May, Google’s recent mobile algorithm update will make it near impossible for websites to appear on search results pages if they’re not mobile-friendly. Even without these new consequences, it’s difficult to get people to visit your site, and even tougher to get them to stay.

Readers are leaving pages, even mobile-friendly ones, as quickly as they click on them. In fact, websites that currently take more than 10 seconds to load have a bounce rate of up to 58 percent.  

In response, Google also launched the Accelerated Mobile Page (AMP) project, which aims to speed up load times and decrease the amount of data needed to load websites on mobile devices. AMP provides publishers the opportunity to upload content once and allow readers to consume stories across all possible platforms and apps.

While AMP is targeted mainly toward media outlets’ stories, WordPress recently confirmed its AMP support, meaning your brand can get in on the action too. To drive more traffic to your site, ensure your brand is not only mobile-friendly, but also provides the best possible experience for visitors.

2. Reach Audiencesaudience-mobile

The average American adult will spend approximately three hours and eight minutes on their smartphone every single day. However, where they decide to spend their time depends on a variety of demographic variables, interests and past experiences.

Unfortunately, 44 percent of companies already using mobile services only provide users with a simplified version of their current websites. When brands can’t give users what they’re looking for, they lose money and future opportunities to expand reach. Make your mobile site more appealing by researching what your audience wants to see using social listening tools. Customers often take to social to express their frustrations and needs.

To succeed, brands must understand their audience to determine how to approach users on apps, what to feature most prominently on mobile-friendly websites and which content to turn into mobile-friendly multimedia.

What percentage of reporters use multimedia daily? Find out in the State of the Media 2016 Report!

3. Improve Engagement

Recent estimates foresee mobile engagement providers growing into a $32.4 billion market over the next two years. Brands that haven’t thought about a long-term mobile strategy should. But even if your brand has already developed an app, you should stop to reevaluate where your strategy is headed.

A recent report by Localytics found that brands are annoying their app users more than you may think.  Approximately 52 percent found push notifications to be distracting and 32 percent said they’d stop using an app completely if they received six to 10 push notifications in a week.

Communication professionals must ditch general broadcast messaging or reminders if they expect to drive engagement and improve overall customer retention.



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About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.