{"id":5951,"date":"2015-11-18T15:34:40","date_gmt":"2015-11-18T14:34:40","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=5951"},"modified":"2015-11-26T15:20:43","modified_gmt":"2015-11-26T14:20:43","slug":"mobile-only-la-nouvelle-tendance-en-matiere-de-contenu","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/mobile-only-la-nouvelle-tendance-en-matiere-de-contenu\/","title":{"rendered":"Mobile-only\u00a0: la nouvelle tendance en mati\u00e8re de contenu"},"content":{"rendered":"<p>Les \u00e9diteurs doivent se mettre au plus vite \u00e0 cr\u00e9er du contenu \u2018mobile-only\u2019 unique. Non pas du \u2018mobile first\u2019, ni du \u2018responsive design\u2019, mais un contenu exclusivement con\u00e7u pour les petits \u00e9crans. Parce que les consommateurs passent en masse au mobile en guise de \u00a0\u00bb premier \u00e9cran \u00ab\u00a0. L\u2019an dernier, le temps que les gens ont consacr\u00e9 aux m\u00e9dias num\u00e9riques sur les supports mobiles a augment\u00e9 de pas moins de 90 %, passant de deux heures 19 minutes \u00e0 trois heures par jour.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/11\/Grafiek-ComScore-Digital-media-consumption.jpg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-5945\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/11\/Grafiek-ComScore-Digital-media-consumption.jpg\" alt=\"Grafiek ComScore Digital media consumption\" width=\"553\" height=\"369\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/11\/Grafiek-ComScore-Digital-media-consumption.jpg 553w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/11\/Grafiek-ComScore-Digital-media-consumption-300x200.jpg 300w\" sizes=\"(max-width: 553px) 100vw, 553px\" \/><\/a><\/p>\n<p>Les consommateurs ne tol\u00e8rent plus que du contenu con\u00e7u pour un ordinateur de bureau soit fourr\u00e9 sur leur petit \u00e9cran. L\u2019exp\u00e9rience doit parfaitement coller aux exigences sp\u00e9cifiques de l\u2019\u00e9cran, ainsi qu\u2019aux attentes uniques des utilisateurs. Ce que cela signifie\u00a0?<\/p>\n<p>\u00a0\u00bb L\u2019utilisateur mobile s\u2019attend \u00e0 ce qu\u2019une entreprise anticipe ses besoins et fournisse une exp\u00e9rience digitale pertinente \u00ab\u00a0, dixit\u00a0 Esmee Williams, Vice President Consumer and Brand Strategy de la plate-forme \u00e0 succ\u00e8s AllRecipes. \u00a0\u00bb Cette derni\u00e8re doit \u00eatre personnalis\u00e9e, rapide comme l\u2019\u00e9clair, coh\u00e9rente sur tous les \u00e9crans et particuli\u00e8rement efficace. Nous consid\u00e9rons d\u00e8s lors toujours toutes les possibilit\u00e9s\u00a0: scroller, tapoter, cliquer, swiper, parler et mouvoir, dans le but de fournir la meilleure exp\u00e9rience imaginable. \u00a0\u00bb<\/p>\n<p>L\u2019importance du mobile ne pourra jamais \u00eatre assez r\u00e9p\u00e9t\u00e9e. Aujourd\u2019hui, 21 % des Millennials n\u2019utilise plus de desktop pour se rendre en ligne, ayant compl\u00e8tement bascul\u00e9 vers les appareils mobiles. La moiti\u00e9 des consommateurs am\u00e9ricains d\u00e9clarent que le mobile est la principale source d\u2019inspiration lors de d\u00e9cisions d\u2019achat. Pour un tiers d\u2019entre eux, le smartphone est m\u00eame l\u2019unique canal qu\u2019ils consultent (source\u00a0: Nielsen). L\u2019avenir est au mobile et il commence aujourd\u2019hui.<\/p>\n<p>C\u2019est ce qui ressort aussi du d\u00e9veloppement de la publicit\u00e9 mobile. En 2013, les investissements en desktop \u00e9taient toujours 3 fois sup\u00e9rieurs \u00e0 ceux en mobile. Deux ans plus tard \u00e0 peine, en 2015, les d\u00e9penses publicitaires sur les deux plates-formes aux Etats-Unis sont quasi au m\u00eame niveau (frisant les 30 milliards de USD). Pour 2019, eMarketer s\u2019attend \u00e0 ce que la situation s\u2019inverse\u00a0: il y aura 3 fois plus de publicit\u00e9 mobile (65 milliards de USD) que de publicit\u00e9 desktop.<\/p>\n<p>Le r\u00e9cent rapport d\u2019\u00e9tude \u2018The Inevitability of a Mobile-Only Customer Experience\u2019 (Altimeter, 2015) affirme que la plupart des entreprises ne sont pas pr\u00eates \u00e0 embrasser le r\u00f4le \u00e9volutif du mobile. \u00a0\u00bb Pour assurer la survie de leur entreprise et rester pertinents, les strat\u00e8ges et la direction doivent r\u00e9interpr\u00e9ter le r\u00f4le du mobile et \u2013 surtout \u2013 \u00e9tudier o\u00f9 et comment le mobile peut devenir le canal primaire pour engager le \u2018consommateur connect\u00e9\u2019 \u00ab\u00a0, peut-on lire dans le rapport. \u00ab\u00a0Les consommateurs s\u2019attendent \u00e0 ce que tout ce qu\u2019ils veulent, puisse aussi vraiment se faire sur leur appareil mobile, o\u00f9 ils le veulent et quand ils le veulent.\u00a0\u00bb<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/11\/Altimeter-Digital-Influence-Loop1.png\"><img decoding=\"async\" class=\"alignnone wp-image-5946\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/11\/Altimeter-Digital-Influence-Loop1.png\" alt=\"Digital Influence Loop\" width=\"600\" height=\"362\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/11\/Altimeter-Digital-Influence-Loop1.png 887w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/11\/Altimeter-Digital-Influence-Loop1-300x181.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>Le conseil d\u2019Altimeter est clair\u00a0: commencez, \u00e0 l\u2019aide du Big Data, \u00e0 dresser la carte de la \u00a0\u00bb consumer journey \u00a0\u00bb ; sur base de ces enseignements, \u00e9laborez l\u2019exp\u00e9rience mobile ad\u00e9quate\u00a0; et continuez ensuite \u00e0 la mesurer et \u00e0 l\u2019optimiser.<\/p>\n<p>Un dernier tuyau\u00a0: ne commettez pas l\u2019erreur, lors de l\u2019\u00e9laboration de votre strat\u00e9gie, d\u2019assimiler le \u00a0\u00bb mobile \u00a0\u00bb au smartphone. Une telle approche unilat\u00e9rale vous ferait perdre de vue les diff\u00e9rences radicales en termes de capacit\u00e9 des diff\u00e9rents appareils et en termes d\u2019attentes d\u2019utilisation des tablettes et \u00a0\u00bb wearables \u00ab\u00a0.<\/p>\n<p>Envie d\u2019en savoir plus\u00a0? <a href=\"http:\/\/www.fipp.com\/news\/opinion\/mobile-only-get-on-board-or-play-catch-up-again\" target=\"_blank\">Cliquez ici\u00a0<\/a><\/p>\n<p><a href=\"http:\/\/www.altimetergroup.com\/2015\/01\/new-research-the-inevitability-of-a-mobile-only-customer-experience\/\" target=\"_blank\">Le rapport Altimeter<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les \u00e9diteurs doivent se mettre au plus vite \u00e0 cr\u00e9er du contenu \u2018mobile-only\u2019 unique. Non pas du \u2018mobile first\u2019, ni du \u2018responsive design\u2019, mais un contenu exclusivement con\u00e7u pour les petits \u00e9crans. Parce que les consommateurs passent en masse au mobile en guise de \u00a0\u00bb premier \u00e9cran \u00ab\u00a0. L\u2019an dernier,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":5947,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-5951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mobile-only\u00a0: la nouvelle tendance en mati\u00e8re de contenu - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"L\u2019utilisateur mobile s\u2019attend \u00e0 ce qu\u2019une entreprise anticipe ses besoins et fournisse une exp\u00e9rience digitale pertinente\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/mobile-only-la-nouvelle-tendance-en-matiere-de-contenu\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mobile-only\u00a0: la nouvelle tendance en mati\u00e8re de contenu - 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