Digital is booming, and it’s here to stay. Just check out the 50% growth rate in the U.S. Tablet market at the end of 2011, or the 54.7% year-over-year growth rate in the global smartphone market, and it’s easy to see a new gateway to the existing digital market. Today, people can abscond from their desktops and PCs to search for your website via smartphones and tablets. It’s faster, easier, and falls in line with their on-the-go lifestyle. While the gateway has changed, the destination has not. Your audience expects an intuitive, easy-to-use website that enhances, rather than disrupts, their online experience. How long will visitors stay on your website when viewing it on their mobile devices?
Here are some vital statistics on the rising mobile (smartphone and tablet) market, and suggestions for how your company can dominate this new digital landscape.
The Trend: Consumers On-the-Go
Mobile is pervasive, and smartphones are setting their sights on taking the majority of the mobile market. At the end of 2011, 44% of mobile phone users owned a smartphone. That’s over 118,000,000 consumers! (conservatively assuming 300M people in the U.S. at the time of the study). And by 2013, it is estimated that most people will access the internet from a mobile phone.
A recent article from Nielsen reveals that smartphone owners preferred retailers’ mobile websites over retailers’ apps. That probably speaks to the traditional desktop-oriented buying experience, where we’ve learned to eliminate our insecurities associated with paying for items online.
For the mobile consumer, context is everything. Just imagine the numerous distractions around them as they interact with your website!
On the tablet front, however, a more calm, situated picture is portrayed. According to research by AdMob, the majority (82%) of tablet usage occurs at home, while a mere 11% occurred on the go! In that same study, it was reported that the most common activity on tablets were searching for information, emailing, and playing games.
The Sticking Point: tablets are replacing time spent on desktops and PCs. That means your beautiful website that visitors were visiting on their laptops are now being viewed through a whole new digital lens.
Oh, and let’s not forget the record-breaking 3 Million new iPads that were sold on March 16th!
How can businesses make the most of this opportunity?
The Fix: Mobile, Responsive Websites
You’ve read the statistics, now it’s time to put this knowledge into action! Designing your current site with the mobile market in mind ensures your brand is staying relevant on all digital fronts.
Mannix Marketing has a team of extraordinary website developers who create mobile, responsive versions of your website. With a talented group of web specialists shaping your digital presence, your website will be at peak performance on any web-accessible device. [Disclaimer: I am a Digital Marketing Strategist at Mannix Marketing, helping businesses optimize their online marketing presence to strengthen their brand's position on the web]. Check out some of the sites they’ve developed!
Well designed mobile websites focus on a few key calls-to-action- getting visitors to sign-up for newsletters, request more information, book a reservation, download an eBook, etc. In essence, visitor interaction is a MUST.
Your mobile-accessible website should pull at your visitors’ attention like the aroma of a fresh pot of coffee first thing in the morning. Easily viewable calls-to-action that cut straight to the point, intuitive navigation, short forms, and search engine-friendly content are the coffee grinds of your website. Just add water, and hit (thumb, press, or tap) brew!
Share Your Perspective
Is your current website ready for the on-the-go consumer? What are some of the concerns your business is facing when staying visible to the smartphone and tablet market?