Android users are two to three times more likely to share articles with friends than iOS users, according to a recent study from Rumble. The New York-based provider of mobile software for publishers tracked event tags on native iOS and Android apps on both phones and tablets using its platform between May and July. Its results are based on more than 100,000 users who engaged with over 40 publisher content apps.
- 76 percent of users share articles via e-mail. Social media services trailed at 12 percent for Twitter and 12 percent for Facebook (NASDAQ:FB).
- 70 percent of users responded to push notifications, opening an app based on a single push.
- 68 percent of users who opted to log into Rumble's platform with a third-party credential chose Gmail, versus 32 percent for Facebook.
- iPhone users tend to be power users, with three times more engagement in opening, reading and sharing articles than iPad users.
- Based on two base case design layouts, users were split 50/50 on preference of a traditional grid layout versus a more dynamic masonry layout.
Android users are two to three times more likely to share articles than iOS users.
"There is significant variability in sharing methods across publisher types," the report said. "It is recommended that all publishers should reflect on their own brand and identify how they can drive higher user engagement based on [how] their target audience shares content with their peers."
Given that nearly anyone who publishes content is beginning to explore a "mobile-first" strategy, there are significant opportunities for developers who create apps to ease the sharing and distribution of information. The Rumble study shows, however, that you can't make assumptions about the way consumers will engage with these kinds of apps. You might think, for example, that people would prefer to migrate from desktop reading to tablets first, but iPhone users debunked that idea. Similarly, social services like Facebook and Twitter are seen as leading tools for communication, but they can't beat e-mail as a means for people to send stories to their friends.
- to download the complete Rumble study, click here
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