Adapting to the elusive loyalty of the mobile audience

Tamar Rimmon and Dan Stubbs

Applied Marketing Analytics: The Peer-Reviewed Journal, 2015, vol. 1, issue 2, 110-116

Abstract: Almost two-thirds of mobile phone owners in the USA use their devices to go online, and phones now account for a quarter of all web usage worldwide. The shift to mobile poses a challenge to digital publishers, as mobile visitors tend to show lower levels of engagement and brand loyalty. This paper explores how changes in content consumption habits impact upon the relationship between publishers and their audiences. Methods for building engaging and monetisable content experiences for mobile visitors are proposed, based on the audience segmentation approach of global media company Condé Nast and the strategies it employs to address the unique needs and behaviours of each segment.

Keywords: mobile web; smartphones; brand loyalty; content strategy; audience segmentation; publishing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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