The new trend of mobile reading: deepening

The user's time and attention is accelerating to migrate to the mobile end. In the early days, people just spent time on mobile devices. As mobile devices, applications, and content become richer, mobile devices are sufficient to host tasks that require concentration to complete. We can spend half a day reading or working on the ipad and spending hours shopping on mobile apps.

The effect of mobile reading is that the depth content migrates to the mobile end. That explains why Twitter and Weibo are less active than they are in a day. Because the content of the fragmentation is suitable for shallow reading. The depth of the long content in the moving upright in favor.

In addition to E-books, one part of mobile reading is spent on "articles". This article refers to the "long content" between the mega-content such as short messages and books such as Weibo. These articles have real-time news, vertical industry reviews, and miniature literary works. According to the number of words in the article, I have a classification of reading content.

Mobile reading is increasingly being consumed by the content of "articles" and "books". In the "article" in the typical content news, for example, the media advisory data show that the first half of 2013 Chinese mobile News client users reached 285 million people, compared with the end of 2012 23.9%, mobile news clients in China's mobile phone users in the penetration rate reached 56.3%.

"Books" belong to the field of e-books for the moment, "article" level of content consumption area, is being fiercely contested. Sohu, NetEase and other traditional PC portal exerting Force Mobile News client, I black horse, tiger sniff nets, titanium media and other new media on the mobile end of the strong dependence on attention, aggregation of reading applications, since the media hot, micro-letter public account + friend circle form of information dissemination mode on the microblogging peer-to-peer forwarding of the substitution effect, The core drive of these phenomena is the popularity of the depth content such as "article".

On the one hand, users have a strong need for in-depth reading between shallow (micro-blogging) and immersion (books). On the other hand, increasingly powerful wireless networks, progressively improved reading tools (devices, applications, services), and new content creation methods provide the basis for a deep reading epidemic. Deep reading faces a different problem than a fragmented reading.

How to accurately butt readers and content?

In the age of information overload, the content of the "article" level has been picked up and the cost of consuming time increased, so the content should find the user actively. Mobiles Republic, a French information aggregation application developer, reported in the 2013 news reading habits survey that people are most interested in reading news to be accurate (accounting for 82%), followed by free and updated (57% per cent).

Open some of the information on my phone app, you can see the problem of the different solutions.

√ Sohu News Client: In addition to the traditional channel settings, you can subscribe to some third-party media. Follow the media to see the content.

√ Micro-letter: by subscribing to the public account to obtain different content; Follow the "person" or "media" to see the content.

√zaker: Get different content by subscribing to different official selected topics. Follow the "subject" to see the content.

Read FM: Automatically recommend the next article based on your reading history. A bit similar to the Watercress FM recommended music ideas.

The other "pan-tech media" in my cell phone also has a dark horse (entrepreneurial reading), 36KR, titanium Media, Lei Feng, and so on, there is also a technology polymerization application: Mr Geek news. It aggregates the major mainstream technology media and blog information, from the previous mentioned Mobiles Republic, is Appy Geek's Chinese version. Unlike Zaker's all-inclusive, the Mr Geek newsletter is perpendicular to the technology field, and the Mr Geek Newsletter can be read in English after the English version, such as the thousands of content sources such as Techtrunch. Mr Geek's newsletter is based on tags, such as "Google", "IPhone", "Smartphone", "camera" and hundreds of technology topics.

Can be seen, whether the established Web site or entrepreneurial products, whether the aggregate application or independent media, whether domestic tyrants or foreign giants, to solve the "accuracy" of the problem is to use the "subscribe + recommended" approach. In addition to the content of the king, reading experience, but also need a certain technical basis: tag mining, recommended algorithms.

Enhance interaction, connect people and people to achieve SNS

Accurate matching content and readers, in-depth reading also need to connect people, readers and authors, readers and readers. "Books" Reading is more immersed, the content of the high cost of digestion, interaction threshold is high, but not so need interaction. But "article" is different. In the process of reading and absorbing, users need to interact, share, and interact with each other. To meet the interactive demand for better products: NetEase news.

"To NetEase to see the thread" has become the brand of NetEase news. Always appear the god reply, the pattern is full of building, make NetEase comment become very interesting, the reader comment active degree also continues to be hot. The strong demand of interaction makes socialization become a trend of deep reading.

Almost all the in-depth reading products are centered around the content, and people are weakened. The latter will evolve into content and human centered. Users have different attributes, such as contributors, recruiters, job seekers, investors, entrepreneurs, managers, and so on. These different roles are docked to achieve community, socialization, and in addition to the content, to provide services. "RaaS (Reading is Service)" through Cross-border implementation.

There have been two forerunners in the same transition: 36KR from translation of foreign science and technology information into the Bureau, has now become a venture investment services community; Snowball finance in turn, from the investor community, the content layout is now started. Predictably, I will also try to cross the border to service in the future, such as Dark Horse, tiger smell, titanium media and other content communities.

This relates to the business model of the information product. In the paper media era people pay for content, Internet reading is mainly profit by advertising. Mobile reading era, or will form a FREE + advertising + Services of the new business model. As traditional Internet display ads, hyperlink ads are not suitable for mobile terminals, content-sponsored, content-implanted ads or will become mainstream. At the same time, the reliance on service-type revenue from information-reading products will increase.

Mobile depth reading has a stronger personality and interactive needs. In the broad field of "deep reading" between books and microblogs, thousand-word reading satisfies people's need of "heat and depth", and is becoming a popular content consumption mode. Contenders compete with the advantages of content, products and technology, or they will create a new business model. The age of fragmentation is being smashed into fragments, and the depths of time are coming.