New research from Stanford University and Apple have found a high percentage of sessions are extremely short. The research confirms where this trend is coming from...
- Checking APP notifications
- Quickly checking email
- Growth in "near me" searches
- Bad experiences
What does this mean for organisations who want to capitalise and drive engagement on small screens?
1. Understand existing customers:
Satisfying existing customers takes gets you closer to satisfying a new target consumer. They want the same things.
2. Engagement starts with relevancy:
Engagement ends abruptly when consumers are presented with content that does not align to his/her need.
3. Simplify engagement:
If consumer cannot understand how to engage with good content, the session will end quickly: create intuitive experiences.
(Points 1, 2, and 3 MUST work together)
4. Be ready for "near me" moments:
Consumers are looking for your physical locations. Google confirms a 900% growth in this search behaviour in the last 2 years. Be visible in that moment.
Don't over engineer smartphone experiences. Nail points 1 to 4 and you will be winning.