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Feb 11, 2014 story titled Does it matter that mobile-native Quartz has a mobile-minority audience?
Another idiotic piece of journalism. From the title, it would seem that Quartz must only receive about 10 to 20 percent of its traffic from mobile users (tablet and phone).
From the boneheaded story:
A year ago , around 30 percent of its unique visitors arrived at fast-growing Quartz on mobile devices; its latest three-month average stood at 41 percent.
11 percent growth in mobile traffic in 12 months. What's the problem? Those numbers seem similar to many media or content sites. It's not as if most sites are averaging 70 percent traffic from mobile users.
And remember, Quartz could still be considered a startup because it has only existed for 18 months!!
As overall traffic increases, and more people use their phones to read content everywhere, Quartz will probably top 50 percent in mobile traffic by February 2015 if not by the end of 2014.
More from the unnecessary story that seems be looking for a story:
Nothing’s broken about Quartz on a desktop browser, but as with some other responsive designs I’ve highlighted, it only takes one glimpse to realize it was built primarily for smaller devices.
Yeah, so? It's a startup media company. Why would they not create their main distribution method as a responsive design site that works well on ALL devices?
As much as mobile is poised to keep growing in 2014, old desktop habits die hard — especially during business hours.
Boom! This is not a news flash. People who enjoy the type of content that Quartz produces may consume it, unfortunately, during business hours, using company computers.
It seems like the writer of this story uses nothing but Snapchat-type apps.
Of the 41 percent of unique visitors coming from either tablets or smartphones, three-fourths consist of smartphone users. That means, in its effort to be as future-oriented as possible, Quartz optimized its site first for a tablet platform that still accounts for only about 1 in 10 of its 5 million monthly unique visitors.
Well, as pointed out in January 2014, many more users than expected are consuming longform type articles on their phones when it was assumed that tablets would be used.
And within the past week, a Re/Code writer wrote about how tablets may be on their way out. Tablets will exist for a long time, I think. But for most people, they will access the Web or content sites with their phones and laptop/desktop computers. I think that many will head toward a two-device preference, leaving the tablet behind.
I believe that our preferences can change rapidly. In 2011, 2012, and for much of 2013, I was a big fan of tablets, even the large version tablet. But now, I only like the smaller tablets, and I think that I could replace my longform tablet reading with a smartphone.
If the bulk of Quartz's mobile traffic comes from phone users, then Quartz's users may be on the leading edge of a future trend. All that means is that an 18-month-old startup may need to make a few design changes.
In 2013, I thought that content sites may need to design for the tablet first and then outward for phone and desktop/laptop. But it appears that phone first and then moving upward is the correct way to design a text-heavy site.
A startup like Quartz will adjust quickly to design needs if necessary.
A spokeswoman did say that the percentage of total visits coming via mobile was in line with the percentage of unique visitors coming via mobile, so it doesn’t sound like desktop users are any less engaged than their mobile counterparts are.
A neat thing about Quartz is that it constantly tweaks its code to adjust to how readers are using the site, and Delaney said Quartz would be rolling out some navigation changes this year that would have the biggest impact for users on large screens.
A startup can certainly get information about general Web usage from other companies or analysts, but for Quartz's purposes, it needs time to in order to learn how its users access the site. Again, it has only existed for 18 months.
Quartz has also optimized its content for social shareability. Indeed, more than 50 percent of its traffic arrives via social referrals, Delaney told me, adding that mobile and social strategies often go hand-in-hand.
Mirroring the overall industry trend, Quartz’s desktop traffic is highest during the 9-to-5 workday, when its large audience of business professionals is likely to be stuck on computers. A further irony of Quartz’s mobile-first strategy is that business news tends to break during the day — not on nights and weekends, when tablet use soars and Quartz is least active on social media.
What irony? This writer is looking for a problem that does not exist. It's hilarious when media people ankle-bite at new digital companies who are trying to innovate. The news industry needs creativity.
... it wouldn’t be fair to fault Quartz for failing to surpass the arbitrary 50 percent mobile traffic threshold that the ESPNs and BuzzFeeds of the world are noted for crossing.
Will this writer note Quartz's crossing of the 50 percent mobile barrier later this year or early next year? ESPN and even BuzzFeed have been around longer than Quartz.
If Quartz's content caters to the 9 to 5, workday crowd, and Quartz still receives over 40 percent of its traffic from mobile users, mostly on phones, then to me, that's extremely impressive.
Different ways of viewing the data that this writer has produced. The writer tries to paint Quartz has making some kind of business or engineering mistake, but Quartz is not providing sports scores and linkbait stories.
Yet there’s something sobering about the fact that providing readers with a fantastic mobile-first interface doesn’t necessarily mean mobile is where the bulk of your audience will be just yet. Quartz is awesome on tablets and less awesome on desktop, yet more people read it on desktop. If even Quartz’s audience — which includes readers from around the globe, many of whom access the web mostly via smartphones — hasn’t gone all-in for mobile yet, it’s no surprise that other news organizations have refrained from making similar long-term gambles.
There’s a reason 2014 is being called the third or fourth annual “year of mobile.” As Quartz shows, the mobile revolution isn’t as sudden as it’s often portrayed, and audiences still have some adjusting to do. Quartz will meet them on the other side.
Then rip into the other media sites that have existed for longer than 18 months.
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