Mobile-device use shifted internet activity from scheduled desktop sessions to frequent access throughout the day. Smartphones now support communication, shopping, media and many work tasks from one portable device.
Smartphones moved many internet tasks away from a desk and into short sessions throughout the day. Customers now research products, communicate and complete purchases on the same device, although behaviour still varies by audience and task.
It doesn’t matter whether you’ve just started operations or have an established business; it’s crucial to determine how your customers are using devices and how you can mold your marketing approach accordingly.
The growth of mobile usage
Today, the time people spend on their mobile phones using their internet increases every year. Previously, the same time was spent on desktop computers, but this has shifted as mobile internet becomes more significant and better.
However, this doesn’t just mean people are spending a lot of time using the internet on their mobiles. Customers also have a wide range of devices to choose from whenever they want to go online. In fact, the amount of time people spend on mobile internet has overtaken the time spent on a desktop online.
There are a number of reasons why this shift happened.
- Mobile devices became more accessible as American carriers began offering them by leasing phones along with service contracts. This had a massive impact as people no longer had to set aside hundreds of dollars upfront, and carriers could offer bundles by getting customers to sign up for contracts.
- This factor has been mentioned above, but it needs to be highlighted again because of its importance. Mobile internet has never been better and, today, it is capable of more than sending simple emails and chatting. To give competition to wi-fi, carriers invested in advanced technology and towers to provide high-speed connectivity.
- Mobile devices are now able to perform far more tasks than they were able to before. The advent of mobile apps has completely transformed the game as users now choose to use apps over mobile browsers. Businesses can create apps to provide their customers with a unique value proposition by offering a combination of design and convenience.
Why your business needs to go mobile
This growing trend makes it vital for brands to ensure they’re offering their customers a valuable experience on their mobile devices. Mobile usage is at an all-time high, and customers are becoming increasingly dependent on these devices.
However, just because a new marketing channel has presented itself doesn’t mean that a business should treat it the same way as it does other marketing channels. Mobiles don’t just serve as devices; they actually serve as an extension of your customers.
Hence, to create an effective mobile experience, the key is to develop personal and impactful ones. Creating a personal experience on mobile can help your brand create a valuable connection with your target audience and further build brand loyalty. Brand loyalty results in increased sales and market shares, increasing your firm’s potential for growth.
For businesses looking to capitalize on this growing trend, certain things need to be looked out for. For starters, you need to ensure that your site’s mobile-friendly, regardless of who your target audience comprises. Additionally, you need to ensure that you’re adopting a multi-device approach and consider other devices, such as tablets.
Conclusion
Businesses should use their own analytics to see where mobile visitors arrive, struggle and convert. A responsive layout is the starting point. Clear navigation, fast pages and forms that work with a touch keyboard determine whether the mobile journey supports the customer.
Mobile usage varies by task and audience
A high share of mobile traffic does not mean each customer wants to complete every task on a phone. Research, complex forms and large-file work may move between devices. Website owners should compare device data by page and conversion step, then test the journeys that mobile visitors abandon. Statistics below belong to the article’s original publication period.
