Mobile consumers, they’re everywhere, and they are extra demanding!
Think about the last time you saw a group of people. Was it waiting for a drink at Starbucks? Standing in the elevator? Or perhaps in line at the market? I will bet that most had their noses glued to their smartphones.
While some were emailing and texting, others were posting to Facebook or using Instagram. Some were likely searching to solve a problem using a mobile browser. Why should we care about this? For the first time ever in November 2014, mobile searches on Google surpassed desktop searches, marking this a turning point in the way of mobile search has dominated the world we live in today.
Given how mobile adoption is skyrocketing, usage has continuously risen since 2014, and its safe to assume that this figure will continue to rise given how dependant we are on our mobile devices. It’s also safe to assume mobile users use their devices to search for local services, like plumbers, electricians or real estate agents.
How can your business capitalize on that? It starts with a thorough understanding of today’s mobile consumer. Here are five common traits you need to know about “them”:
1. As the name implies, mobile consumers are mobile
Mobile owners carry their devices everywhere they go. (Bathrooms included) And given the convenience of features like Apple’s Siri or Android’s Cortana, many users search while they are literally “on the go.”
Key takeaway: Make it easy for mobile searchers to contact you. Ensure your contact forms are concise and user-friendly. Provide tap-to-call and tap-to-email buttons to offer mobile surfers with one-touch access to your business.
2. Mobile consumers expect your site to be mobile-friendly
The truth lies in a recent Google study: 72 percent of mobile users say it’s important that websites are optimized for mobile use. What happens if your site isn’t mobile-friendly? Nearly 80% will look for another site that is.
Key takeaway: Follow the advice of the now common mantra and “Think Mobile First.” If you don’t have a mobile-ready website, you are losing prospects.
3. They’re looking for local results
50% of all mobile searches are conducted in the hopes of finding local results, and 61% of those searches result in a purchase. (source)
Key takeaway: Targeting the mobile market means targeting clients who are closer than you might think.
4. Mobile consumers are not limited to one device
More insight from Google: Americans use an average of three screen combinations per day. In short, we might love our mobile devices, but we haven’t abandoned desktops and laptops (yet) — or our TVs, for that matter.
Key takeaway: Make sure your site uses responsive design, which instantly adapts a website to display the layout that’s best suited for an individual user’s device.
5. Mobile users love video
Several recent studies by Google and the IAB (Interactive Advertising Bureau) have found that three-fourths of smartphone owners use their devices to view online video.
Key takeaways: Don’t neglect video as part of your marketing mix. It’s a powerful way to communicate your personality and speak directly to a mobile consumers concerns. Just be sure to make your video Apple device-friendly (Flash? whats Flash?) (see Point #3 above) and take additional steps to ensure it’s done with quality in mind.
The future is now when it comes to mobile. Make sure your business has a website that meets the expectations of today’s mobile consumers. Contact me for a consult on how you can achieve a mobile optimized experience for your users today!