Here are some interesting statistics that show the supremacy of this new way of consuming.
Mobile here and elsewhere
In 2015, nearly 4.5 billion people worldwide owned a mobile phone, and that figure is expected to exceed 5 billion by 2019. That means nearly 60% of the world’s population owns a mobile phone, a proportion that keeps growing over time. By 2019, more than 50% of mobile phone users are expected to own a smartphone.
In Canada, smartphone penetration of the national market rose from 54% in 2014 to 68% in 2015, a considerable increase of 14% in twelve months! (https://catalyst.ca/2015-canadian-smartphone-market/)
Mobile and consumer habits
This near-universal adoption of mobile devices brings with it a change in the way we consume and in what consumers expect from businesses. Worldwide, 60% of mobile device users have adopted them as their only way to access the internet.
The importance of optimizing your website for mobile devices therefore no longer needs to be proven. According to a Google study of more than 1,000 smartphone users in the United States, 67% of consumers said they were more likely to buy a product or use a service if the website they visit is optimized for their device. Meanwhile, 61% of consumers would quickly leave a website if they can’t easily find what they’re looking for. Mobile traffic now accounts for more than half of the traffic to e-commerce sites, hence the importance of not neglecting mobile users in a web strategy.
But what makes a “mobile-friendly” site user-friendly in the eyes of those who browse it? Again according to Google, consumers expect a site that loads quickly, even on their cellphone, buttons suited to the screen size and big enough to be easy to use, and quick access to the business’s contact information.
Are we addicted?
Some would say that consumers, especially younger ones, have become truly hooked on their smartphones, but what’s the reality?
66% of consumers say they sleep with their phone, which probably means it’s the last thing they check before falling asleep and the first thing they do when they wake up. This is an incredible opportunity for businesses that want to connect with consumers, who are giving them the chance to reach right into their bedrooms.
In a nationwide U.S. survey of adults with mobile devices, respondents were asked what they would give up for a week rather than their cellphone. The results are surprising! In fact, 55% of respondents would rather go without coffee for seven days than not use their phone, while 70% said they would rather give up alcohol for a week. Worse still, 22% of respondents would rather go without their toothbrush for seven days, and 21% would give up their shoes in favour of their mobile phone! These statistics show how much the use of these devices is now part of our habits and how firmly rooted they are in our daily lives.
In light of this information, it’s hard to argue with those who say we’ve become addicted to our cellphones. Although many people criticize this phenomenon, it presents an invaluable opportunity for businesses, which can now connect with their audience wherever it may be.
The desktop is dead, long live mobile?
People are spending more and more time on their mobile devices. In fact, 2015 was the first year in which the share of total time spent online on a mobile device exceeded the time spent on a computer or other type of device. Does that mean we should abandon “regular” computers and focus web strategies solely on mobile devices? Of course not!
Although consumers increasingly browse the web on their smartphones and prefer to use them to get directions and business hours, contact businesses, look up information or shop online, regular computers are still preferred in certain situations. Consumers are reportedly more inclined to use a desktop computer for in-depth research, reading product reviews or making complex, high-involvement purchases.
Even though mobile device users make up an ever-growing share of internet users, you shouldn’t necessarily put all your eggs in one basket. Mobile strategies should complement your overall web strategy in order to reach as many potential customers as possible.
Do you have questions about how mobile marketing can bring you new customers? The professionals at Virus Santé Communication can offer sound advice on integrating mobile marketing into your web strategy!
