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Mobile Publisher Onswipe Highlights Mobile Behaviors

The ways people interact with content and functions on a mobile device are, of course, different from a desktop or laptop. But different how? Two new reports from mobile publishing platform Onswipe help to fill in a few data points about mobile behavior.

For instance, what are the most popular financial stories on the iPad?

What We Read

"How the Other Half Swipes: Understanding Affluent Financial News Readers on the iPad" finds that the most read ones in the last three years are:

• "Risk Management Techniques for Active Traders" on Investopedia
• "How to Pick the Best Index Funds" on Under 30 CEO
• "50 Best Success Quotes of All Time" on Under 30 CEO
• "Bryon Wiens – 20 Rules of Investing Life" on Kiplinger

The iPad and financial readers, according to Onswipe, are natural partners, in that such readers are "more engaged than the average iPad user, beating out other verticals such as Entertainment & Sports." The report is based on user data from Onswipe's publishing platform.

Why are financial readers apparently attracted to content on the iPad? The report quotes executives at financial news service Kiplinger and marketing agency Digitas, to the effect that tablets can offer a magazine+ experience with high-quality imagery, designs and interaction, and enable an educated reader to drill down into content.

Among financial readers, email provides 76 percent of sharing on the iPad, the report says, compared to second placer Facebook with about 11 percent, and Twitter at nearly 7 percent.

Social on Mobile

A second recent Onswipe report, "The State of Social on Mobile Devices/2014" (only covering iPads and iPhones), looks at social-based behavior patterns.

For mobile devices in general, Onswipe reports that the most active times of day for content sharing are about 11am and about 7pm. Although relatively late to the mobile game, Facebook is by far the most trafficked social network on mobile at about 71 percent of traffic, with Twitter a distant second at 16 percent. And the three kinds of content most likely to be shared on these devices are politics, fashion/style/beauty and health.

Mobile engagement, according to Onswipe, is far greater for visitors who respond to shared content than, say, those who come to a mobile site via search or social networks – about 11 minutes spent on a site and about 15 pageviews per visit for content sharers, compared to 2-4 minutes and about 4 to 7 page views for visitors from social networks or search.

These two slide-based reports, while not offering a comprehensive view of mobile behavior, do provide some interesting data points about financial and social uses of these nearly ubiquitous devices.

 
 
 
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