More than 10 reasons your digital strategy should focus on #mobile

Last week [during a client workshop] I proposed a website renovation to address 3 key consumer insights;

  1. Mobile traffic to the current website has doubled in the last 2 years to 30%
  2. Time spent on the website from mobile users is less than 1 minute compared to over 5 minutes from desktop users. 
  3. 25% of all Google search requests for their products are from a mobile device.

We're not proposing to build a mobile app. We're recommending to rebuild the website with a responsive design and a Mobile First UI. 

The expectation is that by making the website mobile friendly we'll make the product information more accessible to mobile users, increasing purchase intent.

In my report back I included these references and resources:

10 top reasons your digital strategy needs to be mobile first.

  • One-third of web traffic to The New York Times is mobile ( Source: 3dissue )
  • Mobile internet usage is projected to overtake desktop internet usage by 2014. (Source:Microsoft Tag)
  • 46% of consumers are unlikely to return to a mobile site if it didn’t work properly during their last visit. (Source: Gomez)
  • 91% of all smartphone users have their phone within arm’s reach 24/7 – (Morgan Stanley, 2012)
  • 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)
  • 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)
  • 61% of local searches on a mobile phone result in a phone call. (Google, 2012)
  • More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011 (comScore 2012)
  • There were a total of $241 billion mobile transactions in 2011.
  • 28% of Internet usage comes from a mobile phone.
  • This Exact Target report is a useful resource. Called Designing for the Mobile Inbox they say "marketers can no longer afford to think of email messages in terms of “mobile” and “non-mobile.”

    email rates.png

    So what's the difference and how do you spot mobile friendly websites?

    responsive.png

    So we're aiming to develop a responsive site that works on any device. This will help us keep users on site for longer, make the information more easily accessible on any device and hopefully result in greater purchase intent and leads to retailers.