This article starts to delve into what people want when mobile markets mature (as is the case in the UK).
Essentially, it's stating that users in the UK tend to prefer web-type experiences, over app-based experiences. However, it does also presume that the web-type experiences are already optimised for mobile.
What does this mean for Macmillan?
Perhaps that we need to increasingly scope mobile access into the way we build, maintain and develop our online communications, focussing on ensuring content is readily digestible for people accessing it on the move...? But perhaps most importantly, (how) do we join up our online communications so that they can easily be accessed via mobile?
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