Publishing analysts Chartbeat have concluded that mobile traffic complements desktop traffic, with consumption coming literally night and day (or home and work), respectively, Digiday reports.
“There’s no doubt that many publishers are seeing surges in mobile traffic, but right now, they’re not all seeing corresponding declines,” Ricardo Bilton writes.
“Data from comScore shows that while mobile traffic to the Web’s top 10 news/information properties grew 36 percent in the US last year, overall desktop traffic for those sites decreased by just 1 percent. Mobile consumption may be eating into desktop habits, but, so far, it’s doing so slowly.”
Analysts say that a mobile-first approach must start with user experience and responsive design, and that publishers can’t simply retrofit their mobile sites with an existing website. Indeed, some of the more successful multiplatform publishers are doing just the opposite, as “all feature desktop sites that feel like blown-up versions of their mobile sites.”
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