Insight > Strategy
Well, actually, we have 5 reasons why mobile is the right direction
1. You assume mobile is only a fad.
Actually: Mobile is overtaking desktop Internet usage
The developing world is pushing mobile use at an unprecedented pace. Poor infrastructure leads to slower and more expensive at-home connections, thus providing a real opportunity for smart phones in these markets. Now, users don’t have to buy a laptop or desktop device to access the Internet. The rise in 3g and 4g data in countries like India and China proved to be a massive shift in the dynamic of mobile web usage due to the poor infrastructure in most major metro areas (and especially outside them). This Global mobile traffic now accounts for 15% of all Internet traffic.
2. You assume mobile only means IPhone and Apps.
Actually: Smartphones now account for 56% of US market, Apple’s iPhone only has 25% of that pie.
Two out of three customers prefer accessing a mobile website than a mobile application. A responsive site is easier for users to access and gives them what they want right at their fingertips, literally. Take out the extra steps that often come with using apps, and you’ll most likely see your numbers rise.
3. You assume mobile only means phones or small screen.
Actually: No one screen size has more than 20% of the market share.
Tablets represent 10 percent of all devices. Almost half a billion tablets shipped in 2013 and 2014 alone. There is a strong user movement toward larger screen devices—which are driving 30 percent of smartphone Web traffic, up from just 19 percent last year. In contrast, Web browsing by smaller screen phones (four inches or less) is down 11 percent, year-over-year.
4. You assume mobile only means passive browsing.
Actually: 78% of mobile searches for local business information result in a purchase.
Mobile users that find your business online have a conversion percentage nearly three times higher than the same search done on a desktop or laptop. Mobile users are on the go. When you’re browsing, you grab the laptop and start researching or just satisfying curiosity for products or services. When you grab your smartphone to search, you have a specific intent in mind, whether it be food, clothing or an oil change for your car. Mobile searchers are buyers if you meet their needs; 72% of tablet owners purchase online from their tablets each week.
5. You assume not having a mobile site does not affect your bottom line.
Actually: 61% of people have a better opinion of brands when they offer a good mobile experience.
It’s time to evaluate your mobile strategy:
- 60% of mobile shoppers use their smartphones while in a store, and another 50% while on their way to a store.
- Tablet users spend 50% more than PC users.
- 75% of mobile shoppers have used a mobile coupon.
- 44% of retail Internet minutes are spent on mobile phones.
How can your company take advantage of this market opportunity? Join the 78% of retailers who plan to invest in mobile this year. Look to marketing giants like Target and provide your customers with a smooth mobile experience filled with incentives and connections to social media.
And as a bonus…