Mobile Internet usage is at an all time high, 79.10% to be exact according to eMarketer. Additionally, a report from comScore shows that the growth of mobile is so prominent that number of global mobile users surpassed desktop and laptop users in 2014. Trends illustrate that mobile usage doesn’t show any signs of slowing down either. So we know that people are using their mobile devices more than ever before, what’s the big deal?
Well, we can use this information to understand how consumers behave and what their preferences are. For example, 83% of US smartphone owners use their smartphones in-store before making purchases. Is your target audience mobile? If your target audience is looking for you on a mobile device, are you findable? And is their mobile experience going to leave them feeling confident enough to buy your product? These are all questions that need to be taken into account in this day and age.
Determining if your audience is mobile is important. Today, chances are most audiences will have at least some experience with mobile usage. However, according to Pew Research Center Internet Project Survey, 83% of 18-29 year olds have a smartphone while only 19% of 65+ year olds do. It may seem fairly obvious, but creating a mobile experience is much more important for the Millennial target audience than those of the Silent Generation.
It is also important to look at consumer preference for mobile apps versus the mobile sites. As stated by Nielsen, 89% of consumers’ time spent on media is through mobile apps whereas only 11% is spent through the mobile web. This preference shows that it may be more beneficial for businesses to focus their attention on designing mobile apps rather than mobile websites.
In order to reach your target market you must put your content where your audience spends their time, which according to the data, means mobile. Consumers want information at their fingertips in a moment’s notice, and they are using their mobile devices to obtain it. If you don’t provide a seamless mobile experience for consumers, chances are a competitor will, if they aren’t already that is.