Our research of interactive multimedia continues to reveal new insights into how mobile users – especially younger users – respond to new structures for content. Yes, we know that mobile users spend less time with less content than users of desktops, but the P-I-C-K formulate has been shown to facilitate more seeking, selecting, attention to – and even sharing of – content. The key is not considering one, two or even three of the P-I-C-K structure but that all four within content is the strongest way to address different types of users, as tested in formal learning environments using mobile devices.
Based on our previous research, a significant increase in engagement with content – even content not typically of interest to a user – can be enhanced by the P-I-C-K message model. Here engagement is NOT described only by the “click streams” or “page views” reported by Google Analytics. More meaningful engagement is represented by a longer duration of viewing, learning and retaining the information. Arguably, clicking a link or briefly viewing a page is interactivity but not necessarily “meaningful engagement.” The PICK model is used as a guide to design content that simultaneously offers personalization, interactivity, and coherence of multiple media in content while minimizing cognitive “kick outs”(or the many things that terminate users’ attention).