The average age of a Teen Vogue reader falls comfortably within the coveted 18-34 demographic.¹ Seeing that over 42% of all smartphone buyers are in the same demographic as their readership,² Teen Vogue saw an opportunity to appeal to their tech-savvy readers by creating a site catered to mobile users.

Without a mobile-optimized website, mobile users had to navigate to a non-optimized desktop site, missing out on essential and popular elements of Teen Vogue, such as Flash-based image galleries.

A website designed for desktop browsing also held many large images that were slow to load on mobile browsers, leading to frustration on the part of mobile users, high abandonment and low engagement.

“ "Mobify automatically mirrors all of the latest and most important updates posted to the Teen Vogue website."

Mobify's Studio product for publishers provided Teen Vogue with all the tools, functionality, and support needed to create a fully optimized and integrated mobile site.

Included in mobile Teen Vogue are ad server integration, full CSS control, and mobile analytics. Following best case practice search engine optimization (SEO), both desktop and mobile URL structures are kept consistent.

Features like gallery design and layout were prioritized, with design elements streamlined and optimized for navigation on mobile devices.

As a result, the mobile version of Teen Vogue was accessible and optimized on over 5000 mobile devices, automatically taking into account various aspects of the device, like navigation style and screen size.

Using HTML 5, the Teen Vogue mobile site is able to automatically mirror all the latest and most important updates posted to the Teen Vogue desktop website. Mobile users are able to keep tabs on the latest celebrity stories and beauty trends in real time.

Additionally, all Flash elements, like picture galleries, are converted to HTML 5, allowing them to be viewed across mobile devices such as iPhone, iPad and Blackberry and Android handsets.

Since its inception, the Teen Vogue mobile website user base has grown rapidly, with mobile page views increasing 300% in the first week alone. Because of the enhanced mobile experience, users now spend more time viewing more pages when compared to the non-optimized desktop site running on a mobile device.

Teen Vogue’s audience is a young, fast growing and tech-savvy audience. With Mobify Studio, Teen Vogue is able to extend their brand beyond the desktop into the mobile space.