While many news organizations still focus much of their mobile strategy and budget on building apps, new research from the Reynolds Journalism Institute finds that more people access mobile news via the web browser on their smartphone or tablet, rather than an app. What’s more: mobile news consumers seem to like the browser experience better.
According to RJI, This preference spans all adult age groups. More than half of all mobile news consumers aged 18-54 said they prefer the mobile browser to apps for mobile news. And for mobile news consumers age 55 and over, the browser was still their most popular mobile news option (43%).
Responsive web design may account for some of this popularity. In 2012 more mobile news sites began adopting responsive web design, creating a better media experience in mobile web browsers.
This RJI study also found that most mobile news consumers watch videos in mobile news sites or apps. This could indicate that including more video could make you your online news and information projects more compelling to mobile users.