As a content creator, marketer and distributor, I run into different types of consumers with varying technology levels. Most of them use recent cell phones and know how to use their computer. Beyond that, they’re lost. They don’t know how to consume legitimate media on the web and they don’t know how to use devices to their best potential.
For example — I know an individual who can’t differentiate between Hulu.com, a legitimate online web property and BitTorrent, an illegal source of this particular content.
The same applies to mobile phones — people purchase iPhones and other heavily marketed devices like the Droid. However, even after using the phone for months, they fail to download any apps or explore beyond the basics.
The primary reason why consumers don’t know good from bad or right from wrong is because most of the innovation in the recent media space has been because of technology. And, technologists haven’t simplified the process.
In order for digital media to succeed, consumption has to increase. And, consumption will increase when the technology barrier is reduced.
A few suggestions for content creators and content portals:
- Explain in detail and with visuals how your audience can download content automatically every time it’s published.
- Promote mobile products (mobile website or mobile app) and explain how the user benefits from these services.
- If you distribute videos, make them available on mobile devices in a simple manner.
- Format your videos for as many devices as possible. With the fragmentation in the mobile space, this is essential.
- Conduct user-experience studies to see how your audience is consuming content. Is there anything you can optimize?
- Don’t change functionality drastically. It is bound to confuse consumers.
- Have a help and FAQ page. It doesn’t have to be extensive, but it should be able to communicate how users can download and consume all your content.
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