• by Laurie Sullivan , Staff Writer @lauriesullivan, March 8, 2014

AUSTIN -- Johnson & Johnson's Zyrtec allergy brand has developed a mobile app that aims to help sufferers manage symptoms by integrating location and weather data into the results.

Some 30% of Web traffic now comes from mobile devices. Real-time results from searches differ depending on the location. Data takes into consideration the pollen and weather conditions of local areas.

The data comes from partners like Weather.com, said Colleen Sellers, director-allergy franchise at Johnson & Johnson's McNeil Consumer Healthcare division.

J&J's 400,000 users log more than 15 minutes per month on the app searching and discovering how to suppress allergies, she said.

Sellers opened OMMA SXSW Saturday at South by Southwest Interactive (SXSWi) here, explaining how the group focuses on several rules based on the fact that mobile isn't the idea -- it's a way to express consumer insights.

"We have a relentless focus on consumer insights across every channel," she said -- and that success on the mobile app relies on getting consumers to create a habit and a feedback loop.

Mobile is a team sport, said Sellers, with an emphasis on outsmarting vs. outspending the competition. It's not about the dollars spent on the campaign. It's about identifying a trend and developing an authentic voice.