In our increasingly mobile world, bathroom browsing is rapidly becoming a popular activity among men and women across generations.

A staggering 75% of Americans have admitted to using their mobile phone while in the loo, on at least one occasion. Although toilet talk runs highest with Generation Y at 91%, even 47% of the Silent Generation (born 1925-1945) acknowledges their participation in the sport of “can-surfing.” (source: The Roosevelts).

Tablet owners seem to be a bit more reticent to own their potty time practices when it comes to reading, clicking and browsing. According to a 2011 survey by Staples Advantage, only 35% of tablet owners brought their tablets into the bathroom, but I have a hunch that there are some fibbers out there. (source: marketwatch.com)

So what does this mean for you and your brand when it comes to creating content? It means that you need to have a “click or get off the pot” sort of attitude about making sure your magazines and other long form content are in a readable design.

To the left you can see what we are dealing with in our modern day mobile world. It is a tablet holder /toilet paper stand/ magazine rack. Yes, this really exists and people are buying it! Those print magazines are still there, at the bottom of the stand, but for how long? If your most important content is still kickin’ it old school, desktop-style, you will be clicked away faster than you can say, “flush.”

Preaching to the Powder Room

While it may feel like responsive design has been talked about to death over the past four years, collectively we are still dragging our feet in regards to adopting the change. A report byRestive LLC found that “only 3 percent of all websites are both fast and responsive to mobile devices and only 15 percent of all websites are ‘fully responsive,’ meaning they require no redirection for optimal use on a mobile device.” (source: thewhir.com)

Now, I may be preaching to the powder room but this report screams of a huge opportunity. Do not mishear me — I am not advocating “responsive” over “adaptive” or just plain “mobile.” What I am saying is that, whichever route you decide to bring your magazines to mobile and tablets, the end result needs to be:

• easily accessible,
• mobile-friendly,
• readable

Scrollin’ Through Your Phone on Your Porcelain Throne

Here is a peek into the mind of the toilet scroller. Think about your magazine, digital or not, while checking out these eye-opening stats: (source: visual.ly)

• Mobile users will surpass desktop users before the end of 2014.
• 66% of smartphone and tablet users are frustrated with page load times.
• 16% of smartphone and tablet users “If page loads too slowly, we give up.”
• 48% of users said that if a site didn’t work well on their smartphone, it made them feel the company didn’t care about their business
• 67% of users are more likely to make a purchase with a smartphone on a mobile-friendly site than on a non-mobile optimized site.

Make Sure Your Content isn’t Just Another Pit Stop

Out of the 75% of people who admitted to using their mobile phone in the bathroom, a whopping 67% of them are in there reading (over activities like texting, emailing or socializing). (source: The Roosevelts) Not surprising, as reading in the John has been an activity that goes as far back as, well, there have been toilets and reading material!

Think about it, how many opportunities exist anymore in our go-go-go modern day society, where you can actually have access to a temporarily captive and relatively distraction-free audience? I am guessing this is one of the few. However, if you are ill prepared for mobile display, navigation and readability, your content may end up being just another pit stop along the way to more mobile friendly brands.

Do not delay or ignore this sense of urgency any longer. Is your magazine easy to get, easy to read on mobile devices? Do not let your great content end up in the toilet. It’s time to click or get off the pot.

Bart

CEO/CMO at Readz — Show and Tell

PS: To buy that perfect bathroom tablet stand, head over to uncagedergonomics