Desktop vs. mobile: study on usage behavior

What are users particularly interested in on mobile news websites? What are the differences to traditional desktop use? OMS answers these questions in the current "OMS - Desktop vs. Mobile" study, which was conducted in cooperation with Audience & Research, a unit of Nugg.ad. According to the initial results of this quantitative OMS study, mobile use differs from desktop use primarily in the details: In the desktop area, the preference is for news, then leisure content. In the mobile sector, the opposite is true.

The reason for this fundamentally similar usage is obvious: "Which target group uses which content is primarily based on personal interest. And this does not change fundamentally when users are on the move," explains Linda Mozham, Commercial Director and member of the OMS Executive Board. "The study also confirms that the type of mobile content accessed is increasingly device- and situation-dependent. This special feature of mobile use should definitely be taken into account in the planning and creation of effective mobile advertising campaigns in order to ensure their long-term success."

Having already provided publishers and media companies with important criteria for improving the marketability of mobile daily newspaper websites as part of the "OMS Mobile Usability" study, OMS is now supporting advertising customers in optimizing their mobile campaigns: With the current study, the premium marketer is providing them with valuable insights into mobile usage, giving them the best conditions for maximum advertising impact on the mobile offerings of more than 85 high-quality daily newspaper websites from the overall national OMS portfolio.

The current OMS study shows which target groups are best reached via the mobile channel by taking a look at the user structure of mobile news websites. According to the study, mobile users are younger than desktop users. The mobile channel is used particularly intensively by 20 to 29-year-olds (15.4%) and 30 to 39-year-olds (29.2%). In a direct gender comparison, the distribution of usage is again very similar: around a quarter of both the desktop and mobile channels are used by women and around three quarters by men.

According to the study, mobile users focus in particular on regional content as well as leisure and sports content. Compared to women, men use football-related websites disproportionately often via the mobile channel. Women are more interested in regional topics and advice content on mobile. "All too often, mobile campaigns are still played out without in-depth knowledge because important information for optimal advertising use is missing. With the launch of its mobile marketing offering, OMS has therefore consistently addressed the unanswered questions of mobile marketing: With targeted market research that provides our advertising customers with a solid foundation for future advertising success in the mobile sector right from the start. Following studies on mobile usability and usage, a third OMS study will soon analyze the advertising impact of the mobile channel and provide advertisers with insights into what works on mobile and what doesn't," says Linda Mozham.

About the study

The "OMS - Desktop vs. Mobile" study was conducted from June to August 2013 by Audience & Research, a unit of Nugg.ad, on behalf of OMS. Over 1500 users were surveyed on the mobile and desktop websites in the overall OMS portfolio (including around 700 mobile and more than 800 desktop users) for the analysis of surfing behavior during this period.