Quick tip: Don’t go mobile-first with white papers
For years, we’ve heard that everything should be mobile-first.
But I don’t believe this applies to long-form content like white papers.
I’m not a luddite. I have an iPhone and I read my email on it.
But when I find a white paper on my phone, I send the link to my desktop. That way, I can read it on a screen 14X as big.
Don’t you do that too?
Now consider the data in this table, drawn from a variety of sources.
We could look at tons more data, and argue about the best sources. But I think these four stats tell the story.
| Use Case | Mobile | Desktop | Source |
|---|---|---|---|
| To access Facebook | 82% | 18% | Statista |
| To access websites | 62% | 38% | Exploding Topics |
| To access LinkedIn | 57% | 43% | TheB2BHouse |
| To view long-form content | 10% | 90% | Contently, page 13 |
Let’s take it from the top
This table presents two sets of data points I find revealing.
Most people (82%) use Facebook on mobile only. Hardly anyone (1.5%) uses it on desktop only. Another 16.5% use it on both, so I included that with desktops.
That makes sense because Facebook is more about connecting with people than doing serious work.
LinkedIn is the preferred social media for most business people, so more tend to use it at work. And notice how mobile drops dramatically to 57%.
Now the next pair of data points.
Even though smartphones are dominated by apps, more people around the world visit websites from phones than desktops, better than 60:40.
By the way, desktops score higher in North American where more people own one.
But when it comes to viewing long-form content like white papers, desktops win by a mile.
A study from content platform Contently revealed that 90% of long-form content is viewed on desktops.
That sounds about right to me. How about you?
The best way to think about mobile vs desktop
Here’s how Broadband Search sums up the difference:
While mobile platforms prioritize accessibility and quick interactions, desktops provide a more robust interface that allows for deeper engagement.
In other words, think mobile for social media and apps. And think desktop for case studies and white papers.
That’s not being an out-of-touch dinosaur.
That’s reaching your prospects where and when they want to hear from you.
After all, a B2B executive trying to solve a serious problem is likely at their desk on their PC, not running around with their phone.
Going mobile-first? Sure, if you’re selling to consumers.
But for B2B white papers? I don’t recommend it.
What can writers do?
For sure, make your landing page work on mobile.
But don’t tie your designer up in knots trying to squish your white paper onto a tiny screen.
Optimize it for the 90% of your prospects who will view it on a PC or laptop.
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