08 Sep It Is Critical To Cater To Mobile Users For Today’s Services
It’s amazing how technology changes things. Decades back, a phone was just a phone — a communication device. Today, a phone is an essential part of daily life for billions. It’s not just a phone; it’s information, access, guidance and entertainment. An umbilical to everything from the internet, to email, social media, books, banking, bills, games, videos, music and more.
And this is especially so in the United States. According to Pew Research, virtually all Americans — over 95% — currently own a cell phone. The percentage of those owning smartphones is a whopping 77% — up from a mere 35% in its first survey on the subject in 2011.
If you want your business to succeed today, you’ve got to be mobile. And you must provide a mobile experience that’s both accessible and optimized. As the vice president of marketing for a company that uses the power of mobile, I have seen this firsthand. My team found that over half of the transactions between our users and their billers take place on their mobile devices — and that number is growing daily. With this kind of activity in mind, we would have been foolish to ignore the importance of providing our users the best possible accessibility and functionality no matter what mobile platform they prefer.
Mobile By The Numbers
Mobile is where your customers are. At the moment, it’s estimated that 57% of all online U.S. traffic actually comes from smartphones and tablets.
The numbers are all staggering. According to Statista, mobile data traffic across the globe is projected to increase nearly sevenfold by 2021. It’s estimated that at least one-third of all Americans live in households that include at least three smartphones.
In addition, users spend 3.3 hours a day on their phone — 56% of their entire digital content consumption. When compared to all forms of media consumption, mobile is the only growing segment at the expense of TV, print, radio and desktop computer usage.
The hard-to-reach millennial generation is even more inclined to use their mobile device. For instance, in 2016, a study found that in general, millennials spend 188 minutes per day on mobile, on tasks directly relating to the internet. In 2017, this number rose to 223 minutes per day.
It’s not just about the number of mobiles in use; it’s that consumers are using them as a primary way to go online. The number of Americans who use smartphones as their sole method of accessing the internet has also continued to grow at a rapid rate — to an estimated one in five. People are increasingly using their phones to access email, pay their bills and more.
The Importance Of Reaching Mobile Users
All of these statistics and numbers are hopefully leading you to the realization that yes, your company needs to optimize its online presence for mobile users — it is absolutely vital. It’s what will drive customer connectivity, trust and communication. It’s what will compel those customers to take action, to connect with you, to make a purchase and to move forward.
My team and I found that our customers require a strong mobile presence from us so that they can access the services they use with us all the time, even from their phones. They don’t want to be tied to their computers or web browsers — they want to be able to pay a bill, check an account or follow a payment, even from their phones. And we agree — so we do our best to give them what they want, whether on the web or on their mobile devices. For most customers, it doesn’t matter where they find you; they simply want you to function and provide what they need. This means not just developing mobile apps, but also having websites that are responsive and that automatically support mobile screens.
But you’ve got to be out there. You’ve got to be visible, which means you need to feature your app prominently on your website and other social media. You need to be accessible, so make sure your app is easy to find on app stores and other sites, and that it pops up first in search. You also need to optimize your mobile app for simplicity and easy use — especially considering that a study discovered 46% of smartphone users may click away in less than 10 seconds if your app is too slow or not optimized sufficiently. Don’t forget — every disconnected user is a lost customer, which is why investing in your company’s mobile presence is the same thing as investing in your ROI.
We’re living in a new world. And those companies, brands and services that are optimized and visible for mobile users are those that stand to gain the most in profit as well. If you’re wondering where to find your customers, look no further. They’re on their phones. And they’re waiting for you.