Are health websites ready for the mobile world? A study of readability among traditional and mobile websites

Cunningham, J.R. and Lee, L.W. ORCID: 0000-0002-3818-4445, 2015. Are health websites ready for the mobile world? A study of readability among traditional and mobile websites. In: 2013 Academy of Marketing Science (AMS) Annual Conference, Monterey, California, United States, 14-18 May 2013.

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Abstract

More people are expected to access online information from mobile devices than from personal computers by 2015. This study asks whether the websites of health organizations have taken into consideration the greater difficulty of reading text on the small screens of mobile phones. Specifically, this study examines readability scores of traditional websites and mobile websites among 55 American health organizations.

While 22% of the organizations studied had mobile websites, only one-third of the mobile websites had better readability than their traditional website counterparts. The Grade Level Score for these mobile websites averaged 6.5 compared to 8.5 for their traditional websites but none had superior readability of 5th grade level or lower. Conversely, another one-third of the mobile websites had worse readability than their traditional website counterparts. These findings suggest most health organizations have yet to leverage the accessibility of online information through mobile phones.

Item Type: Conference contribution
Description: Abstract only available from: 'Ideas in Marketing: Finding the New and Polishing the Old: Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference edited by K. Kubacki' - See Official URL.
Creators: Cunningham, J.R. and Lee, L.W.
Publisher: Springer
Place of Publication: Cham, Switzerland
Date: 2015
Identifiers:
NumberType
10.1007/978-3-319-10951-0_122DOI
Divisions: Schools > Nottingham Business School
Depositing User: Jonathan Gallacher
Date Added: 16 Nov 2018 15:12
Last Modified: 16 Nov 2018 16:15
URI: http://irep.ntu.ac.uk/id/eprint/35027

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