Posted: Tuesday 14th February 2012
Last year the market literally exploded. Sometimes working in such a tech company makes you wonder if it is just you that is using mobile so much, but even my 18 month year old daughter can unlock an iPhone, and she started doing this when she was just 1! This ease of use must have a part to play in the explosion.
The ease of use and convenience makes it such an obvious choice for so many, and the fact that you don’t have to wait for it to boot seals the deal, especially when you just want to check that price on eBay.
"I actually prefer eBay on my IPhone to my PC, and I never thought that would be possible when we first started doing WAP sites way back when!"
Amongst the Contensis customer base there is a distinct difference of opinion between different sectors on their approach to mobile, but no one lacks an approach! Compare this to two years ago when mobile was DEAD.
From our own perspective, we are about to completely re-develop our main site, and will be introducing a mobile site at that time.
At our local government user group it was found that many councils were thinking about mobile but not quite ready to jump into a full mobile project. Interestingly, since the user group in October, that opinion has already changed, and people are moving ahead with a mobile strategy.
We went out to our customers, and asked to see their mobile stats. Amazingly the mobile traffic for councils is around 6% in the last 2 quarters of 2011, compared to a mere 2% the same time the year before.
So that means triple the amount of traffic in just 6 months! The big problem is the bounce rate; on average people across the cross-section of councils we looked at were only remaining on the site for around a minute, and just viewed a couple of pages. I think this is clear evidence that not having a mobile site is definitely turning these people away, so really the point is the traffic would be much higher if there was a mobile site, because the users would come back.
I was with another customer last week in the charity sector, who told us that since Christmas their mobile traffic had rocketed to around 15%; it is amazing the power of Christmas and the smart-phone and tablet sales!
So in summary, this year is the year for mobile. At Contensis we have already done a lot with mobile.
We are currently in the process of delivering a range of mobile sites and already have a suite of mobile features way before the dream became a reality.
I feel that approach to mobile is really important. I say unless all your information is available on the mobile site, what’s the point. This is obviously different for a customer-centric app or something of that nature, but if you are a rich information or product site you should show everything or nothing at all. As a mobile user I don’t want to be provided with 3 simple landing pages and then be directed off to the desktop version of the site. I want it all, otherwise just show me the main site and I will use that instead, all be it struggling a little along the way but at least finding exactly what I want.
I think it fair to say that unless you are in some specific niche, anyone who says mobile isn’t important needs to look at the stats that are out there. It is easy to say that 6% isn’t important enough yet, but the fact is that that 6% in some of the stats I was looking at represented 50,000 visits a months, and it may be the difference between engaging and not!