The secret of #TheDress: Mobile viewing

What matters most about #TheDress isn't the color scheme. It's the popularity of the story.

On Thursday, BuzzFeed's article "What Colors Are The Dress?" became one of the website's most-viewed posts ever, according to CNNMoney.

It now has 37.6 million views, according to CNNMoney. Maybe that's the lesson for BuzzFeed and its many rivals: The speed with which #TheDress happened. Stories that previously would have "gone viral" over a period of days can now achieve the same success in hours due to the proliferation of mobile devices.

A followup article, "This Might Explain Why That Dress Looks Blue And Black, And White And Gold," has 12.2 million views.

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