Design

Article #3: Nobody Uses the Phonebook Anymore by Eric Price

Nobody Uses the Phonebook Anymore

Nobody Uses the Phonebook Anymore

An analyst at Kleiner Perkins Caufield Byers, Mary Meeker, made a bold prediction in 2008, "mobile to overtake fixed internet access by 2014."

Well, we're now past that point, according to comScore. To think people are still wondering whether or not today is a mobile market. We know! Now it's a question of how to use the statistics to understand how buyers behave when using different types of mobile devices.

Certain facts we do know from these statistics are that it clearly shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches. You can use advanced segments in Google Analytics to keep track of the split between users of mobile and desktop devices visiting you site to determine where to focus your website updates.

Google's mobile path to purchase report surveyed almost 1000 US consumers across 9 different business arenas (From restaurants, finance, travel, automotive, to electronics) to understand how they can research purchases via mobile devices. An important finding is the starting point for mobile research. As it may have been expected, search was the most common starting point, but it's lower than the desktop, showing the importance of branded apps and mobile sites.

A consumer's preference for mobile apps versus mobile sites should also be thought through as a part of any mobile strategy. Data from Nielsen on mobile media time shows the consumer preference for mobile apps which account for almost 90% of media time in mobile as might be expected from the use of the most popular social network, email and news applications. Astonishing enough, women spend more time on mobile devices than men.

Data clearly shows that Smartphone "add-to-cart" and conversion rates are much higher on the desktop; an important concept if you're making the business case for a mobile responsive site. This source is useful since it's a regular survey showing the growth in use of mobile site visitors. Why would someone make a purchase on a website that is not mobile friendly and easy to navigate?

The iPad is still the dominant tablet, but Kindle Fire and Android tablets now account for over 10% of tablets. Tablet and smartphone usage has nearly doubled in the year based on 500 million plus visits to specific retail clients. Mobile sharing is now around 27% on average.

Understand that on smartphones 82% of mobile media time is spent on applications. This is a major insight when trying to decide whether to develop mobile applications or create mobile device specific applications. Simply put: "It's an App World. The Web Just Lives in It." Though be careful with how you interpret this. Facebook, YouTube, games and utility applications will naturally have the greatest time spent and browser use is still significant by volume, if not proportion. Still think your non-mobile responsive static site can hold a flame to the competition? Just remember: nobody uses the phonebook anymore.

Thanks in advance,
Eric


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Eric Price

Eric Murray Price (born January 21, 1986), better known by his nickname Ricky and by his alter ego Daerik Khan, is an American software engineer and marketing specialist. In addition to his web design career, Eric is a member of numerous fellowships dedicating his time and participation for the betterment of himself and society.


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