The Rise of the Smartphone The smartphone is rapidly gaining ground in market share and with manufacturers bringing out an ever increasing array of models it is hailing in a new and exciting era of change in how we communicate. The scale of the smartphone adoption has also been aided by the rise of Android (see infographic). Some figures that illustrate the growth:
- The Coda Research Consultancy predicts global smartphone sales of some 2.5 billion over the 2010-2015 period.
- Morgan Stanley Research estimates sales of smartphones will exceed those of PCs in 2012.
We have reached a focal point with the smartphone for its use; from social networks to gaming to The explosive success of the iphone and the app store has propelled people to argue over how people will in the future access content and services. It’s not what the phone does, it’s what the user does. App vs. Mobile Website The argument over app and website will change. It is not about either/or it is about choosing the right tool based on the customer strategy. As Forrester point out; frequent users of services like banking and brokerage will want curated experiences in the form of apps; they will also play games. However, consumers will want ubiquitous access to content and services. This will force service providers to sync content via the cloud to maintain a consistent experience across platforms. A recap on the app numbers:
- In 2010, apps accounted for $1.7 billion in revenue globally
- There were 7.9Bn app downloads in 2010
- In three years over 300,000 mobile apps have been developed and how they are being used
For years marketeers have struggled with the where and when of marketing. Now though mobiles enable brands to be involved in a moment and deliver value at that time and place — when there is a heightened need. It changes the game and presents new opportunities. The mobile experience Mobiles offer brands the create unique experiences from the moment of exploration to purchase. It is extending not only where media is consumed but the how. The real time element added to location based capabilities enables more personalised and relevant services to be delivered to customers. Many of thes uses of these technologies are only just being explored. However, mobile sites are fast becoming a necessity for businesses. Just like in the early 1990s when the internet was in its infancy the business who did not adopt the “website” trend soon started to struggle as their competitors began to dominate the digital market. 5 Reasons Why Businesses Should Have a Mobile Website 1. Mobile search– Despite all the media hype, and vast sums pumped into developing and promoting native apps, more consumers use their browser than apps in developed nations.
- Mobile Websites are Organically ranked in Local Mobile Search Engines
- Gartner (March 2010) predicts that in 2011, over 85 percent of handsets shipped globally will include some form of browser.
- 33 percent of respondents have used their phone to access a retailer website
- The power of local mobile search (infographic)
- Google has seen a 500% growth in mobile search from 2008 to 2010 and a 67% increase in mobile queries in the last quarter alone.
- It is estimated that less than 3% of businesses have a mobile website yet local searches on mobile web account for over 9 out of 10 searches.
- Google has a separate index for mobile content. Ranking on mobile is easier because Google has a much smaller index of content under mobile, as this segment is still in its infancy. If businesses get a mobile site today, they stand a very good chance of being highly ranked.
2. Mobile Commerce– People are using their mobiles to buy products and services
- 62% of smartphone users said they have purchased physical goods from their mobile devices in the last six months (Source: Adobe Survey, 2011)
- By 2015, it is predicted that mobile shopping will account for $163 billion in sales worldwide, 12% of global ecommerce turnover (Source: ABI Research, 2010)
3. Consumer experience– how customers react and use a mobile website
- Consumers are 51% more likely to purchase from retailers that have mobile-specific websites (via Mobile Shopper session at NRF 2011)
- 56% of shoppers with smartphones believe using their phone during the shopping experience will make it more enjoyable (Source: Accenture, reported by Internet Retailer, 2010)
- 73% of shoppers with smartphones prefer to reference their mobile device while in-store rather than ask a sales associate for help (Source: Accenture, reported by Internet Retailer, 2010)
4. The Right Information Easy to Access The size of a mobile screen limits the amount of information that can easily be seen. Scrolling up and down for information makes it incovenient and hard to navigate. Added to this many sites if developed in flash will simply not work on an iphone. Often customers when searching simply might want to call you, so finding your number easily could make the difference between a sales or a lost opportunity. So what should it look like – see our mobile site this should give you an idea 5. Reach – Be where your customers are A mobile site extends the reach of your business to the mobile Web, allowing you to provide your mobile visitors a fast and easy way to learn about your business and contact you with one click. While your existing web site is aimed at giving a full and comprehensive picture of your business, a mobile site allows you to deliver immediate access to what matters most when on the go; it extends the reach of your business. The two sites are complimentary and work together to make sure your customers are getting the most appropriate experience for their context and their device. Now is an opportunity to be one of the first in your niche to have a mobile design of your site. You’ll attract more visitors and make more sales. It is the future – what do you think?
A Mobile website will soon be the key way, along with mobile apps, that people engage with your brand.