It’s a fact. Mobile search is increasing while desktop and tablet queries are in decline. Latest figures suggest that businesses without a mobile optimised site, or those not targeting a mobile audience, may only be communicating with 60% of their consumer base.
Smartphones are now vital to daily life
71% of people in the UK use smartphones - and they’re now the main point of web access for 27% of all consumers. Smartphones can be used everywhere, including home, work, on-the-go, in a store, restaurant, train or airport, making delays in searching redundant.
People are increasingly reliant on their mobiles, with more than two-thirds of smartphone users (68%) checking their phone within 15 minutes of waking up in the morning, and 30% admitting they get “anxious” when they don’t have their phone (know the feeling?!)
The majority of us also use our smartphones while interacting with other media too. For example, almost two thirds (64%) of us use our mobile while watching TV, proving that our phones aren’t just means of communication, but also a way to stay informed and entertained.
Smartphones have transformed consumer behaviour
Smartphones have enabled people to feel empowered when it comes to product research. Gone are the times of asking the local shop what they’re best deal is, or asking a family member how much they managed to get their TV for. Product research is now available anytime, anywhere. Smartphones have now become the primary shopping companion with nearly half (46%) of consumers having used their smartphone for preliminary research in the run up to a purchase.
In-store purchase behaviour has changed massively too. 51% of smartphones users say the information obtained from using smartphones in-store actually influenced the decision they were about to make, and exactly half of those who researched on their smartphone chose a company or brand different to the one they originally intended - as a result of the information received on their device.
Businesses that make mobile a key part of their strategy and create cross-media campaigns that engage consumers, will inevitably reap the rewards.
To find out how we can help you improve your mobile presence, contact us today.
Monetate, Ecommerce Quarterly EQ4 2015: A Tale of Two Visitors, March 28, 2016
Google Consumer Barometer, 2016
Think With Google
Google Trends, Q1 2016 vs Q1 2015, U.K