We’ve had another spike of interest by clients regarding mobile web sites. Trends in mobile use continue to pick up steam, convincing stats are building and the discussion is brimming over once again. And, as we head down the stretch toward 2011, it’s a good idea to make sure that your mobile strategy is online and ready to play an important role in your overall Internet strategy.
It was just about a year ago that mobile use stats started showing up on Google Analytics. This put some serious light on mobile users. Among our clients, the early adopters jumped right in and we began producing our first mobile sites for cosmetic dentists and cosmetic surgeons in January. Their action was triggered by the very appearance of mobile stats. Early on, we formulated the opinion that, when your mobile traffic hit 5%, you needed to add a starter mobile strategy. And, if you hit 10% mobile traffic, you definitely needed a mobile presence in place. In the last 10 months we have watched most of our clients climb into the 10% range with some on their way to 15%. I am already being asked where this will top out. I think the better question is when this will top out and when it does what will the Internet look like.
So, here is what some others are saying about that.
In a June 2010 Forecast published by Cisco, it was noted that “Globally, mobile data traffic will double every year through 2014, increasing 39 times between 2009 and 2014. Mobile data traffic will grow at a compound annual growth rate (CAGR) of 108 percent between 2009 and 2014, reaching 3.6 exabytes per month by 2014.”
And, in a very interesting marketing conversation on Twitter last week via MarketingProfs, guest expert Christina Kerley made some very good points about the acceptance of mobile technology. Here are a few gold nuggets she dropped:
“CKsays
And here's a neat stat: Twitter grew 40mm users from Apr-Sept. Main reason? Users can access via their mobile twitter apps!”
“CKsays
3.4 billion (BILLION) ppl on mobile. And their phones are always on them. For comparison? Facebook accounts? 500 million.”
“CKsays
This is KEY: Within 3-5 years, mobile devices will be the FIRST screen for users accessing the Web. That's not far off folks”
These comments about acceptance are staggering. CK’s forecast and the Cisco forecast are in line. Think about what is needed for the mobile screen to be the first screen (aka the preferred screen) for users accessing the web. The hardware must be pervasive. Using that technology must be hands-down more convenient. And, use of that hardware must be socially acceptable. If you haven’t noticed, most of us are already there. We are only waiting for the Internet content to catch up with us.
Right now, one of my favorite commercials is the “Really?” http://www.youtube.com/watch?v=v-mo_Qpy6eM
This pokes fun at the fact that mobile surfing is not socially acceptable yet. It’s funny because most of us see folks like this every day and may even be that way ourselves. But, this ad is also a shot across the bow because it indicates that we are working on the social acceptance factor. Pervasive mobile technology... check. Coming social acceptance... check. So, are you working on making your Internet presence hands-down more convenient? You better be.
The fact is, for most businesses, your web site is the first impression you make on potential new business. You mess that up and it’s easy for them to move on to a competitor. The wave is already cresting and it’s not going to stop for several years. That wave of mobile users is going to get higher and higher. Early adopters are there already. If your business does not have a mobile site by... say... today... then you are either in the middle of the bell curve or you are a late adopter. Hopefully, you are not a resister. So, how do you determine the damage of waiting? Here is a quick guide:
1) If you have Flash on your web site, it cannot be read on iPhones. iPhones make up a large share of the mobile market and the conflict over Flash has been well documented. If you saw the release of the iPhone Skyfire ap as a work around, read the fine print. Skyfire works only on Flash video, not Flash. Your take-away here is that the Flash on your standard site is problematic in mobile use.
2) Orientation. Standard sites are landscape-oriented. Mobile devices are portrait orientation. Sure you can size and scroll and turn your phone over, then resize... Boy, that’s a lot of work compared to a site that displays a site that is ideal for a mobile device. Your takeaway: One size does not fit all. Your site should be designed for the hardware used.
3) Graphics. Mobile sites are less graphic and more geared to navigation on mobile devices. We see a tremendous increase in time spent on site for mobile users in our clients’ pre-mobile site stats. These are understanding users who are willing to wait on a cumbersome download just because they like using their phone. This good will is going to start running out as more and more sites load faster, easier and work better on mobile. Your takeway: Get ahead of the curve because this is a survival of the fittest issue. If your site is not as good as others on mobile devices, you are going to lose the interest of mobile users. These are the people you are spending your marketing dollars to attract... and stats show most are more likely using mobile devices more often... and longer.
Like I tell clients and prospects all the time, you don’t have to listen to me about mobile devices. Just pull out your mobile device and look up your web site. Does it load right away? Does it fit on your smart phone? Do you see areas that aren’t loading? Is your video playing? If yes, congratulations for being an early adopter. If no, watch out for that wave. It‘s big enough to capsize an ocean liner.
If you are ready to add a mobile site to your Internet strategy, please contact me today at donald@dogstarmedia.com. We look forward to helping you.
