In the last few years, the rise of mobile devices has changed more than how we communicate with each other – it's changed how we think about searching for information, how we study products, and even how many of us conduct business.
Let's take a closer look at the rise of the mobile era and what effect it's really having on everything else.
Mobile devices are more than an alternative platform – people genuinely think about them in different ways.
Here are some of the most important stats:
- People perform more searches on mobile devices than they do on any other platform, and search engines are adjusting to account for this.
- However, conversion rates on mobile devices remain significantly lower than for desktops. As things currently stand, mobile devices are primarily used for research and information, while desktops are still used for actual purchases. Sales funnels should be designed accordingly.
- A majority of consumers believe that mobile-optimized sites are faster than non-optimized sites, and they have essentially no patience for slow loading times or delays.
- 24% of teens are online 'almost constantly', and a huge majority of them use one or more forms of social media.
Most people don't give up access to technology once they have it, and the fast-paced world of social media is giving people a reason to be connected.
Mobile devices aren't replacing larger computers, they're supplementing them. Through the years, time spent on the Internet via mobile device has grown rapidly.
There are two main forces driving the adoption of mobile devices for search and social.
- First, mobile devices are convenient. People don't have to wait until they get home to search for something that interests them - they can do it anytime, anywhere, and they're more than willing to take advantage of this.
- Second, mobile devices demand and receive attention. They beep, flash, and vibrate every time something happens, and users have trained themselves to reach for the device and find out what's going on. Younger users in particular may even suffer from 'Nomophobia', the fear of being without their phone and thereby disconnected from the rest of the world.
Essentially, mobile devices are where people create connections, while desktops are where people use them.
Mobile is big, and it's not likely to go away anytime soon. However, for all of its potential, companies shouldn't abandon all other forms of advertising in order to focus on mobile devices. Not yet, at least. What savvy brands need to do is recognize that mobile is part of the engagement path to be considered heavily. Consumers demand information and entertainment literally at their fingertips – figuring out how to be a part of that content is the future.