According to the 2010 International Communications Market report by OfCom, the UK saw the highest growth in smartphone ownership, with numbers increasing by a whopping 70% between January 2009 and January 2010. Over in the US, 72% of physicians used smartphones in 2010, which is up from 64% in 2009, according to the Manhattan Research’s Taking the Pulse report. By 2012, that number is predicted to rise to 81%.

Given this astonishing growth in usage, BMJ Group has been investing in a variety of mobile technology solutions, including the iPad App for the BMJ, and now a ‘mobile friendly’ web interface for Emergency Medicine Journal.

The new mobile web browser for EMJ detects when a user is accessing http://emj.bmj.com via a mobile device. Regardless of the type of smartphone, all mobile users are automatically forwarded to an optimised template. The new system offers streamlined content and display for web-enabled, smaller screens with low bandwidth networks. It has been specifically designed to accommodate the mobile behaviour of “keeping up” and “looking up” and works across all devices, including Blackberry, Android and iPhone.

What does it look like?

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Welcome to the first post of the new BMJ Journals Web Development blog. This is the place to stay up-to-date with the goings-on of the journal websites and get to grips with our latest innovations.

The last few weeks have seen the implementation of two new widgets across our specialist journals. You may be wondering what on earth a widget is. Fear not, it’s likely that you’ve already seen widgets, and recognise them, even if you don’t know them by name. Ever seen a quiz or a game on a friend’s Facebook wall? A countdown to an event on a co-workers blog? These are all products of widget technology; simple and useful applications that can be embedded on a webpage, blog or social media profile.

Widgets are used at the bottom of our homepages to display the latest articles from each journal’s Online First, Current Issue and Most Frequently Read RSS feeds. If a journal has its own blog or podcasts, widgets are used to pull updates directly onto that journal’s homepage. They help to keep our sites looking fresh and up-to-date with minimal editorial input.

Most of the specialist websites now contain a doc2doc widget at the bottom of their homepage, which contains the latest discussions from the doc2doc online community and a BMJ Case Reports widget, which displays the latest Case Reports published in the BMJ Case Reports journal. Please feel free to share your thoughts on our use of widgets by leaving comments below.

Next week: Twitter accounts for every journal…