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The top ways web behavior shifted in 2015

Getting your marketing game on point this year requires an understanding of what happened last year. Let’s talk about how web behavior shifted in 2015 to do just that.

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Ch-Ch-Changes: How Web Behavior Changed in 2015

The old adage “Tune in and Turn on” was never truer than in 2015. There was more to choose from on the digital landscape than ever before. Throughout 2015 individuals were/are looking for relevant communication that relates directly to their needs. Doesn’t matter if they are searching for a product or service.

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The fact is, the increasing number of available media channels has created a wider palette for consumers but complications for marketers who long ago gave up sleep while trying to determine when, and where, their customer is located. A scary scenario to be sure, but also an exciting one because if marketers can crack the users code there is gold to found at the end of the rainbow.

Changes in attitudes

An graphic from social sharing and analytics provider addthis.com provides insights into the shifting behaviors of internet users in 2015. And despite evidence that the smartphone market is slowing, it seems mobile is still taking over.

According to addthis.com, mobile now accounts for more than half of all internet users worldwide. Don’t worry, there are still plenty of countries, the U.S. included, where people still use a desktop/laptop computer. The most social sharing still happens on desktop devices but mobile use continues to creep up with a 32 percent increase over 2014 data.

The big question

Marketingland.com points out that “understanding how, why and when your customers engage with certain channels will lead to a better communication and customer experience [and ultimately more sales].”

Regarding a shift in internet use behavior, consumers own more connected devices than ever, with more than 70% of connected consumers indicating that they personally use three or more devices. And it’s not just the devices that are multiplying; it is also the time spent engaging with content across screens.

According to emarketer.com, time spent with digital media has leaped to 5 hours and 38 minutes a day, with 2 hours and 51 minutes of that time being spent on mobile This is due to the fact that consumers take their devices with them and engage on and off throughout the day and night.

With the rise of the mobile “everything” (communication, payment options, digital wallets, etc) the Internet is not only a font of information, but a simple and easy point of purchase. As consumers continue to drive the digital shift forward, the rest of the sales and marketing landscaping must fight to keep up.

#WebBehavior

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2 Comments

2 Comments

  1. Kyle

    January 19, 2016 at 1:07 pm

    I’ve been running into shocking anecdotal mobile use cases going back to early 2015. For instance, I spoke with a car dealer who has lots spread across the Ft. Worth area, and he said that his rural store was almost 100% mobile search. As I dug into that, it turns out that lower income people will choose a phone plan with a highly functional smartphone and forgo an upgraded desktop because of cost.

    Verticals are important, too. Those that are “Yelp-dependent” trend very high with smartphone use, for instance. I’ve talked to several hair salons in 2015, and their experience reflects this perfectly.

    The reason I point this out is because I see and hear the “more than half of all search is mobile” stat quoted almost uniformly, and I think small business owners can miss just how dominant mobile search could be in their demo. While it’s true that more than half of all search is mobile, they could be missing a lot of business by thinking “well, at least I’ll get half of the remaining search traffic”.

  2. Cindy Allen

    January 21, 2016 at 8:08 pm

    I started to read this article as a business owner but found myself quickly falling into “Mom” mode when I saw the stat from emarketer.com stating 5.5 hour per day spent on digital media. That’s equivalent to a full time job each week… “Tune in and turn on”? I wonder how much of it is that, verses “turn on and tune out”. Guess I’m getting old and starting to sound like my mother. Sorry to interrupt. You may go back to your device now.

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Tech News

Microsoft to become 3rd largest gaming company after Blizzard acquisition

(TECHNOLOGY) Microsoft will not be left behind in the Metaverse. The tech giant plans to fully acquire Activision Blizzard by 2023 for $68.7 billion cash.

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The front of the Microsoft office with large Microsoft logo.

Microsoft announced plans to acquire the video game publisher, Activision Blizzard, on January 18, 2022, in an all-cash transaction reported to be valued at $68.7 billion.

The deal gives the tech giant popular game franchises, such as World of Warcraft, Call of Duty, Overwatch, Diablo, and many more to add to its arsenal. This acquisition sets Microsoft up to be the third-largest gaming company by revenue.  Microsoft expects the deal to close in the 2023 fiscal year (which begins in July of this calendar year) once the customary closing conditions have been completed along with the regulatory review and Activision Blizzard’s shareholder approval. Both Microsoft and Activision Blizzard’s board of directors have already approved the deal.

This deal comes in hot on the heels of an avalanche of issues surrounding sexual harassment where 37 employees have reportedly left Activision Blizzard according to this article on The Verge. Microsoft states that Bobby Kotick will continue to serve as CEO of Activision Blizzard, and he and his team will maintain their focus on driving efforts to further strengthen the company’s culture and accelerate business growth. Once the deal closes, the Activision Blizzard business will report to Phil Spencer, CEO, Microsoft Gaming.

Phil Spencer, the CEO of Microsoft Gaming, posted both Activision and Microsoft Gaming will continue to operate independently until the deal is complete with Activision Blizzard then all business will be reported to Spencer.

“Gaming is the most dynamic and exciting category in entertainment across all platforms today and will play a key role in the development of metaverse platforms,” said Satya Nadella, chairman and CEO, Microsoft. “We’re investing deeply in world-class content, community, and the cloud to usher in a new era of gaming that puts players and creators first and makes gaming safe, inclusive, and accessible to all.”

Maybe you noticed the not-so-subtle hint regarding the Metaverse by Microsoft’s chairman and CEO Satya Nadella, but it seems everyone is quick to mention to the public and or other companies listening that they are gearing up to bring their A-game to the Metaverse. Whatever that ends up being.

In the meantime, we can predict some of the possible changes to come from this buyout. Microsoft currently has Game Pass, their subscription-based model for Xbox, which recently hit 25 million subscribers. Now’s the time to sign up for the Game Pass subscription before prices go up to match the revamped gaming inventory. Microsoft could potentially lock down new releases and not deliver them on other platforms, i.e., PlayStation, giving them exclusivity and driving subscription sign-ups.

Whatever ends up happening, Microsoft is making big moves to not be left behind in the gaming world or the Metaverse.

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Tech News

Want to save snippets of a Zoom meeting? Listener makes it possible!

(TECHNOLOGY) Listener lets you screenshot or bookmark important sections of live meetings, as well as curate a playlist of snippets, to share or playback.

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Listener for Zoom tool landing page on laptop.

We live in a very computer-mediated world where the bulk of communication is done virtually. Many of us spend a great deal of time – whether for work or pleasure – on video calls connecting with people that we’re unable to meet with in person.

Zoom became the unofficial mascot for the pandemic and has shown no signs of going anywhere. So naturally, people are looking for ways to put this to even more of an advantage – like by creating messaging extensions to utilize in lieu of live meetings.

Now the folks behind Listener are getting in on the action by creating Listener for Zoom.

The new tool allows users to bookmark important moments of Zoom calls in real-time and easily turn long recordings into bite-sized video clips.

As founder Nishith Shah puts it, “Zoom meetings just got more productive!”

Listener allows users to do a myriad of things, including live bookmarking to create short video clips; ability to transcribe your entire meeting; edit video clips by using transcripts instead of struggling with video editing tools; share video highlights with your team; create playlists from video highlights across different Zoom meetings to tell powerful stories; use projects to organize your meetings and playlists.

Founders say that Listener is designed for pretty much anyone who uses Zoom. In early testing, the founders found that it is especially helpful for product managers and UX researchers who do customer interviews.

They also reported that early-stage founders have been using Listener to add powerful customer videos to their investor pitch decks. It is also helpful for recruiters and hiring managers who search transcripts across hundreds of hiring interviews to remember who said what and to pass on important clips to other people in the interview process.

The tool is also beneficial for teams and hiring, as customer success and sales teams create a knowledge base with Listener to train and onboard new employees. They also use it to pass on customer feedback to the product teams.

This could also be great for clipping video elements that are appropriate for social media use.

On January 11, 2022, Listener was awarded #3 Product of the Day on Product Hunt.

Listener for Zoom is free while in Beta. The tool works only with licensed (paid) Zoom accounts.

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Opinion Editorials

Job listings are popping up left and right, so what exactly *is* UX writing?

(EDITORIAL) While UX writing is not technically new, it is seemingly becoming more and more prevalent. The job titles are everywhere, so what is it?

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UX writing

The work of a UX writer is something you come across every day. Whether you’re hailing an Uber or browsing Spotify for that one Drake song, your overall user experience is affected by the words you read at each touchpoint.

A UX writer facilitates a smooth interaction between user and product at each of these touchpoints through carefully chosen words.

Some of the most common touchpoints these writers work on are interface copy, emails, and notifications. It doesn’t sound like the most thrilling stuff, but imagine using your favorite apps without all the thoughtful confirmation messages we take for granted. Take Eat24’s food delivery app, instead of a boring loading visual, users get a witty message like “smoking salmon” or “slurping noodles.”

Eat24’s app has UX writing that works because it’s engaging.

Xfinity’s mobile app provides a pleasant user experience by being intuitive. Shows that are available on your phone are clearly labeled under “Available Out of Home.” I’m bummed that Law & Order: SVU isn’t available, but thanks to thoughtful UX writing at least I knew that sad fact ahead of time.

Regardless of where you find these writer’s work, there are three traits an effective UX writer must-have. Excellent communication skills are a must. The ability to empathize with the user is on almost every job post. But from my own experience working with UX teams, I’d argue for the ability to advocate as the most important skill.

UX writers may have a very specialized mission, but they typically work within a greater user experience design team. In larger companies, some UX writers even work with a smaller team of fellow writers. Decisions aren’t made in isolation. You can be the wittiest writer, with a design decision based on obsessive user research, but if you can’t advocate for those decisions then what’s the point?

I mentioned several soft skills, but that doesn’t mean aspiring UX writers can’t benefit from developing a few specific tech skills. While the field doesn’t require a background in web development, UX writers often collaborate with engineering teams. Learning some basic web development principles such as responsive design can help writers create a better user experience across all devices. In a world of rapid prototyping, I’d also suggest learning a few prototyping apps. Several are free to try and super intuitive.

Now that the UX in front of the writer no longer intimidates you, go check out ADJ, The American Genius’ Facebook Group for Austin digital job seekers and employers. User-centric design isn’t going anywhere and with everyone getting into the automation game, you can expect even more opportunities in UX writing.

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