Consumers Hungry for New Content Discovery Channels on Mobile

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Consumers are unlocking their phones more than ever before, but each mobile journey does not necessarily begin with an intended destination. Eight out of nine consumers frequently exhibit what the firms Mobile Posse and Phoenix Marketing International are calling “appnostic behavior,” turning to their phones for information or entertainment but lacking specific means to satisfy the craving for engagement.

While mindless phone usage and smartphone addiction are coming under intense scrutiny, prompting tech giants like Google and Facebook to promote well-being for users of their products, the drifting mobile journey also presents content providers and hardware developers with an opportunity to craft experiences that consumers actually find fulfilling.

The Mobile Posse study indicates that two out of three consumers are looking for just that, and young people are especially enthusiastic, as 69% of respondents ages 18 to 24 expressed interest in new mobile content discovery solutions.

The content consumers are craving is personalized and brief. Over 40% said they would like content experiences between 15 and 30 seconds, and another 26% favored engagement somewhere between 30 and 90 seconds. Despite amplified privacy concerns of late, 68% indicated a willingness to trade some personal information in exchange for content tailored to their interests.

Brands still trigger-happy on mobile push notifications may want to reconsider. Twenty-five percent of respondents ranked them as their least liked content delivery method among current and future modes of discovery.

Joe Zappa is the Managing Editor of Street Fight. He has spearheaded the newsroom's editorial operations since 2018. Joe is an ad/martech veteran who has covered the space since 2015. You can contact him at [email protected]