Surfing using mobile devices set to soar

According to a recent study by ComScore there has been an 87% increase in the use of smartphones and tablets to access online retail sites.  In another very recent survey by IAB, 20% of American mums use their phone for shopping.

Whilst not everyone intends to buy in this way, those that choose to are actually finding that they can’t. For example, in the luxury brand market, mobile-optimised sites are few and far between, with less than one third offering mobile commerce functionality at all. Possibly a little short-sighted since it’s this audience who are more likely to own and purchase using mobile devices!

With mobile sales expected to increase five-fold over the next 5 years, is your site able to take advantage of this growth?

Much of that growth is expected within the luxury brand market and those companies that don’t keep up will most definitely lose out in both sales and brand loyalty.  Some luxury brands may have consciously decided to remain elusive or found that their website content doesn’t translate well on a mobile platform, but a customer who wants to buy and finds that they can’t, is bound to come away with a negative perception.

Whether you are selling luxury brands or not, the fact that mobile surfing is increasing so dramatically should be enough to convince you that your mobile site must be fit for purpose and that your website is able to be browsed with ease.

How do you know how your site performs?  At risk of stating the obvious, just test the site using a few smartphone devices/systems (e.g. iPhone, Android, Blackberry), setting out to mimic a typical user’s visit.

How do we make a website suited to smartphones?  There are a couple of approaches, one being to create/modify a website so that it can adapt to the mobile platform/screen size and another being to re-direct all mobile traffic to a dedicated mobile designed/styled website.

If you would like to improve your website experience on mobile, please give me a call and we can help you to take advantage of this growing requirement.

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Vikky Littlewood
I have specialised in marketing in a business environment for 20 years and am a member of the Chartered Institute of Marketing (CIM). I work with companies to formulate their marketing strategy, helping them to achieve the best return on investment.