USA Today has announced plans to deliver a better mobile reading experience by outfitting its mobile website with adaptive delivery. The transition will be the first for any newspaper owned by media giant Gannett.
Adaptive delivery is similar to responsive design, a strategy that formats and re-scales existing desktop websites to fit the screens of any mobile device. But adaptive delivery has several features that distinguish it from responsive design and, in the eyes of the company, deliver a better product.
With adaptive delivery, USA Today can quickly detect the type of device being used, including its screen size, resolution and Internet connection speed, providing an optimized experience through that device.
The company believes that adaptive design will improve its SEO profile and encourage the viral distribution of stories. And readership could improve thanks to several upgrades that target the user experience.
Satisfying Customers Through Adaptive Delivery
Adaptive delivery is predicated upon providing a highly customized experience to each user. This essentially allows the website to optimize itself for each individual. As a result, the amount of content — including media-rich images and video — is scalable according to what each device and Internet connection can handle, improving speed, layout and efficiency.
Content-sharing across social networks has been improved to make this process easier, and pages will now load faster than ever on mobile devices. And by implementing adaptive delivery, USA Today is able to use a single URL to deliver all of its content. This means more online content will be made available to users, and various sub-sites catering to different devices can be scrapped. But content will also be better organized, resulting in a cleaner user interface.
The company said its embrace of adaptive delivery was prompted by increasing mobile traffic. If USA Today sees success with this new approach, other Gannett properties may follow suit.
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