According to estimates by The ITU (2011) there are nearly 1.2 billion mobile Web users in the world. In fact, Mobile-broadband subscriptions have grown substantially at 45 percent per annum over the last four years
It is even forecasted that by 2014 mobile internet will overtake desktop internet usage. This is a powerful prediction and one which businesses can not afford to ignore. However, many are.
A report by Magus and Investis, found that only 20 per cent of FTSE100 corporate websites currently provide support for mobile devices. Given how difficult it is to navigate a desktop website on a mobile device (particularly mobile phones) this is unacceptable for mobile web users.
What is the impact on mobile web users?
- Regardless of the size of the mobile or tablet screen, the user will still need to scroll up and down and left and right, to view the site in its’ entirety.
- The user may have a really strong mobile connection – but large images will still be slow to load.
- It can be hard to read or find the required information.
- Many websites use Flash – which will not work on many handsets, making some of the content inaccessible. Not only with this reflect poor usability but it could also mean that the company’s key message is not being relayed.
Why do you need to act now?
You have the opportunity to be one of the early stars of the mobile internet – get your brand in front your customers, ensuring them a great user experience, before your competitors. By doing so, you will benefit from more exposure and prominence on the mobile Web.
Having a mobile website will improve your rankings in mobile search results. Google gives more value to mobile websites in search results from mobile devices, to ensure the end user has a positive experience.
It is likely that a proportion of your website traffic is already coming via a mobile device – and their needs must not be overlooked. A simple check on Google Analytics will tell you how many visits are being made to your website via a mobile device. The results may surprise you.
Consumers are starting to expect similar levels of functionality and experiences as they get on the desktop web. In order to manage customer expectations you need to tailor your website on the Web to make sure they can use it in the way they need to.
What should you consider before creating a mobile website?
- Make sure that your site has device detection in place – without this your mobile content is effectively invisible to many users and your desktop website will be served.
- Because mobile users have a shorter attention span, an effective mobile website will cut down the content to the most essential elements. Consider which pages your mobile website visitors are most likely to be interested in, to make sure the site is simple, clear and easy to navigate.
- Speed is critical so as well as reducing content; also reconsider images, particularly large images, to keep download times to a minimum.
- Make sure that your mobile website will work well on any platform and wherever you are.
- Don’t let developers leave you feeling baffled and overwhelmed and don’t succumb to hefty prices. The most effective solutions are the most straightforward, for both you and the end-user and won’t cost the earth to implement.
Do you need an app instead of a mobile website?
An app for a mobile device definitely isn’t for every business. If you believe that an app is perfectly suited to your business, you should certainly be considering it.
However, you will still need a mobile optimised website to ensure that your site is easily accessed and navigated on the mobile Web. Even with an available app, some people will still access your website via a mobile device, particularly if the app isn’t well known.
Some points worth considering, when trying to decide whether or not an app is right for you include:
- Apps are easier and quicker for consumers to use and they don’t need internet connectivity.
- Location targeting can be made easier through an app, providing a better opportunity for businesses to target their desired audience.
- Apps can also provide a channel through which companies can initiate and manage continued customer engagement
However,
- Apps rely on downloads, making the initial process longer than simply visiting the website.
- There are many platforms out there, companies can’t therefore build just one app, instead they need to build for Apple, Android, Nokia etc. In contrast, the mobile Web serves all devices.
- The brand needs to be well known for people to be aware of the app.
In summary…
People are using the mobile Web now! This usage is growing at a phenomenal rate. Companies therefore need to optimise their websites for mobile platforms, to avoid alienating their customers and leaving them easily accessible for competitors whose sites’ are optimised.
Before creating a mobile website, be sure that you know who you are targeting, what their habits are and decide what the most relevant and crucial content is, that they are likely to be looking for, on the move.
If you are considering an app, it’s important to have a mobile website as well. It doesn’t need to be complicated or costly, but does need to be relevant to the user search and accessible via mobile.
Finally, before investing a lot of budget into creating your own app, make sure that you really need one; that your customers will benefit from it and download it.
