80% of smartphone users prefer to read content on a desktop
Seven out of ten smartphone and tablet users expect the same quality of content experience across all devices, according to new research from Vibrant Media
However, Vibrant's study reveals that most owners of handheld devices - 81% of smartphone users and 71% of tablet users - still prefer to consume content on their desktop or laptop computers.
Building upon research which showed that 68% of the UK's top print publications lack a digital site which renders effectively on mobile devices, Vibrant's latest study demonstrates a growing consumer demand for publishers to provide an optimised content experience for all digital devices.
"Consumers now expect to consume content on their handheld devices just as comfortably as they do on their desktop and laptop computers - but don't feel that publishers' sites will match their expectations," said Tom Pepper, managing director UK of Vibrant Media.
"A separate, fully optimised mobile site is not an absolute necessity to give consumers an effective mobile experience. Publishers just need to ensure that the editorial of their web sites renders effectively on handheld devices and start replacing desktop-only ad formats with much nimbler ads which work across desktops, laptops, tablets and the small screen format of smartphones."
Pepper explained that many publishers are still reliant on ad formats developed for desktop devices to serve consumers on handheld devices, which often either obscure editorial or are difficult to see.
"Such clumsy ad display is a big problem," added Pepper. "It contributes to consumers preferring to consume content on a device other than their smartphone or tablet device, which in turn prevents publishers from realising the revenue they can gain from mobile traffic.
"It's also a big problem for advertisers as 51% of smartphone and tablet users say they mostly initiate ads on their mobile devices by mistake."
Vibrant Media (www.vibrantmedia.co.uk) is the world’s leading provider of in-content contextual technology that gets brand content and advertising discovered across platforms. With over 6,500 premium publishers, reaching more than 250 million unique users per month (comScore, 2012), Vibrant gives top brand marketers the opportunity to deliver highly targeted, user-initiated campaigns, within relevant text and images. Vibrant works with top brand advertisers such as Microsoft, Unilever, Chrysler and AT&T. The company was founded in 2000 and has offices in New York, San Francisco, Detroit, Chicago, Los Angeles, Boston, Atlanta, London, Paris, Hamburg, Munich and Dusseldorf. For more information about Vibrant, please visit www.vibrantmedia.co.uk or www.facebook.com/vibrantmedia or www.twitter.com/vibrantmediauk. Vibrant’s blog with insights on the digital marketing industry can be found at www.RelevanceMatters.com