USA Today has been testing a personalized design on its mobile website that serves users different content depending on how often they visit the site, how they landed on an article, as well as their location and their viewing habits. Last week it sent mobile users the new layout and reported that it resulted in viewers spending 20 seconds more on the articles they read, compared to earlier. Users with the new design were apparently also more likely to scroll completely through an article. (Digiday)