As reported by Tiffany Hsu for The New York Times, a new study that tracked how 2,444 Americans used their mobile devices in a period of fourteen months suggests a sense of growing tech fatigue. The study found that 64% of participants decreased their app usage during the time they were tracked, spending four hours a day on apps, down from five at the start of the study.
While this study may suggest a larger trend driven by our want to reclaim our headspace or our response to our fatigue with poorly executed mobile experiences, it may instead be a statistical anomaly in an otherwise extraordinary rise in the growth of mobile content consumption. Whatever the cause, advertising needs to continue to evolve and to get smarter to satisfy our increasingly sophisticated mobile habits, behaviors and demands.
Audiences expect mobile content of all kinds to be smarter and more personalized than traditional content—leveraging the benefits of the underlying technology to deliver greater ease and convenience. Furthermore, businesses and consumers alike are demanding more accountability in terms of the use of their data—the topics of privacy, security and identity/anonymity have never been more important. Today, consumers are defining relevance not only in terms of the educational and aspiration qualities of mobile content but also by its design and fit for the unique characteristics of the mobile channel, its frequency and usefulness.
As mobile technologies continue to evolve, mobile content is becoming more and more integral to brand experiences and integrated into the underlying value proposition of any given product or service. For the most part, we're seeing greater demand for and expectation of the integration of mobile advertising—whether as the lead voice for brands or as support for more traditional and physical channels.
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