The debate about the value of mobile-friendly websites rages on ... but for you, there's no need to waste time debating whether or not you really need a mobile web site. You do. It's not just a matter of keeping up with the times, either. Over the last year, the data keeps pouring in to prove that mobile websites are a growing - and profitable! - market segment well-worth your investment.
Need More Proof? Consider These Studies:
•In November 2013, PricewaterHouseCoopers found that 32% of US mobile phone users were making weekly merchandise purchases through their phones on mobile-friendly sites.
•During the December 2013 shopping season, 55% of adult shoppers made purchases through mobile websites on their smart phones - a 43% year-over-year increase, according to research firm Baynote.
•For 2014, eMarketer projects that by the end of the year, 19% of all US retail e-commerce sales will have happened on mobile devices, representing a total of $57.79 billion dollars. And mobile's share is growing ... eMarketer estimates total mobile purchases will rise to 25% of all US retail sales by 2016.
What's driving this increasing consumer preference for mobile websites? Part of it is the growing shift away from using desktop computers - or even laptops - as your primary connection to the Internet. A 2013 study by the Media Behavior Institute found that people prefer mobile devices, with 5% fewer people reporting having spent time on a desktop in a given week than in 2012.
But don't just think of smartphones. Tablets are the fastest growing segment of the mobile device world, and they're particularly popular with America's largest consumer group, the Boomer Generation. A clean, attractive, and easy to navigate mobile site is going to maximize your impact with them.
Yet even more important from a business perspective is what these consumers are doing when they are online, depending how they've accessed your site. On desktops, the majority of the time spent is on social networking sites and entertainment sites, according to a 2013 report by Experian Marketing Services. So consumers coming to your site via desktops are likely to be in browsing mode, not buying mode.
In contrast, on mobile devices, the largest share of time goes to email, followed by travel services and shopping. Consumers are in the mood to get things done and clear away errands. As a result, by having mobile websites where it's easy to get from landing page to order page, you can hit your target market on the right device and in the right mindset to earn strong, immediate conversions.
Who doesn't want to see that kind of response? And who wants to end up on the wrong side of the data trend, leaving up to 25% of all retail purchases behind in the next two years? Surely not you - and not your business, either! So consider the debate on mobile websites over. If you don't have one - or don't have one you like - it's time to make the most of your numbers.