Let’s continue the conversation about writing that’s easy to understand from another point of view: whether the information is reviewed in print or on a mobile device.
We know intuitively reading on a screen is difficult compared with reading on paper. And, researchers have documented we approach digital reading with a less-rigid mindset: Our brain unconsciously signals what we read on a screen is not as important as what we read in print.
Combine this fact we still believe printed information is worthier of our time with the fact digital media usage time is increasing. And, of that time in the same comScore report*, mobile now represents almost 2 out of 3 digital media minutes. Share of digital time on desktop has decreased 12% in the past two years.
So, we have compelling evidence simple writing has never been more important if we want our marketing messages to be reviewed. I guess the only choice is to optimize for mobile.
Do you want a sales prospect to quit your page because the information is optimized for print?
*The 2016 U.S. Cross-Platform Future in Focus