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Trends: Digital Content Consumption

Trends: Digital Content Consumption

Mobile-Connected Devices > Earth’s Population

With the number of mobile-connected devices expected to exceed the number of  people on earth by the end of 2014, it is essential that content creators and publishers develop a digital strategy that will best meet the demands for delivery and engagement with a growing connected audience.

When developing a digital strategy, a good place to start is understanding how the connected consumer behaves and prefers to consume content. Such insight requires big data. With nearly 700 million issue views over the last three years, BlueToad is in a unique position to provide content creators and publishers the digital audience big picture perspective.

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The Data Is In, And The Findings May Surprise You.

Screen Shot 2014-09-19 at 1.43.10 PMLet’s begin with the question that seems to dominate conversations regarding the future of digital development: Native App vs. HTML5, which is better?

To answer this question, BlueToad compiled data from publications with apps over the last year: January 2013 – January 2014.

The data shows that notwithstanding the availability of a native app, 53% of consumers still accessed the issues via a non-native platform.Screen Shot 2014-09-19 at 1.43.22 PM

The data also suggests that the gap between native and non-native page views is closing. Non-native platform page views grew from 34% to 47% over the past 12 months.

Why Is This Important?

The trend toward non-native viewing for both issues and pages is important information for content creators and publishers as they continue to develop their digital strategy. The data reminds us that regardless of which platform we believe to offer a superior experience, the consumer is the ultimate judge, and publishers who care about reach and engagement should not ignore HTML5. The cost of a “native only” platform could result in failing to reach and engage 50% of the connected audience.

View and share this Trends as a digital edition. We welcome you to view this piece and other Toad Talks here.