Do I Really Need A Mobile Website: The Definitive Guide To Help You Decide |
Posted: March 26, 2020 |
When it comes to mobile marketing the most common question is "Do I really need a mobile and computer accessories in south africa?" Here are the facts, habits and trends that will help you decided for yourself if your business really needs a mobile site. Notes: What is a "smartphone." While there is no industry standard definition for a smartphone, its use in this article is of a mobile phone that provides advanced features from a traditional cell phone, including access to the web. All data from this article is US only and is taken from leading sources including Nielsen, Gartner, Comscore, eMarketer, Performics, and Equation Research. A. Just The Facts 1. How big is the market today? The first item to consider is the size of the market. Of the total market of mobile phone subscribers, 31% of these owners have a smartphone. It is estimated that there are 73.3 million smartphone users in the US. The growth of smartphone sales in 2010 versus 2009 was 72%, and they are expected to be the number one selling consumer electronic device this year. (Note: These numbers actually do not take into account that in reality 90% of these mobile users have access to the internet. This is because the smartphone data does not include mobile phones that have this web access without the other advanced PC-like functionality.) B. Mobile Phone Usage and Habits The second item to consider is who uses mobile phones, do they access the web from their phones, and what are their habits when they do. This information will help you to decide if these users are your prospects, seek products and services that your business provides, and how best your business needs to serve them if you decide to get a mobile website. 1. Demographics Here is the breakdown of smartphone users by age: 13-17 years old: 7% 18-24 years old: 17% 25-34 years old: 28% 35-44 years old: 23% 45-54 years old: 15% 55-64 years old: 7% 65+ years old: 4% 2. Searches using the mobile web It is estimated that 500 million searches using the mobile web are conducted each month and the growth of mobile web use will continue to grow significantly. For perspective: "In the next 12 months, consumers plan to use their mobile device the same or more than they use their PC to access shopping information." -Yahoo! and Nielsen research findings 1/2011. 3. What are they searching for? Here are the top areas users access the web and at least 41% plan to do so in 2011: entertainment and content, restaurant and dining, financial services, consumer electronics and technology, personal and vacation travel, clothing apparel and fashion accessories, healthcare or medical related, packaged goods and beverage, beauty and personal care, home improvement, automobiles or auto parts or accessories. In addition, here are the specifics reasons for these searches: 84% search for a business or store street address, phone, location, and other contact information 82% search for online retailers 73% search for a specific brand, store or website 68% find the best price for a product or service 63% search before making a final decision on a product or service 4. Where do they conduct their searches? Consumers tend to use mobile phones to search while on the move. Surprisingly, the latest data suggest that mobile devices are even more convenient and private than personal computers. As a result, 81% of consumers conduct a mobile search at home and 61% at the office. And, 66% use their mobile device while watching TV and 45% while using their computer. C. Mobile Sites And Sales Amazon sales in 2010 exceeded $1 billion from a mobile device. And, eBay reported $2 billion in sales via mobile in 2010, more than three times the prior year. D. Consumer Problems With Websites On Mobile Phones Gartner found that the users experience on mobile search must improve to take advantage of the opportunity presented in mobile. In addition, studies have shown that two out of three users are not satisfied with the way websites work on their mobile phones. And, more than half are unlikely to return to an "unfriendly" site and 40% are likely to visit a competitor's mobile website instead. The top problems with websites on mobile phones are the speed of download, readability, navigation, and usability. The reason for these problems is that computer websites were originally developed for the personal computer and not for the mobile phone, mobile web or mobile user. E. Next Steps The information presented here should help you decide the value of adding a mobile website (a mobile site should not replace your current website). Fortunately, the price for an effective mobile website is affordable.
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