The Importance of Mobile
Ten years ago, a phone was just that, a phone. In it’s simplest terms, it was just a communication device. Fast forward to today, a phone is an essential part of daily life. The number of mobile users across the world is now estimated at 3.7 billion.
To be successful, you’re business has got to be mobile. You must provide a mobile experience that is accessible and optimized. For example, 68% of emails are opened on a mobile device. In an era where consumers are using their mobile devices more than ever, not being mobile friendly is no longer an option. In 2019 alone, mobile advertising is expected to represent 72% of all U.S. digital spending.
Of the 68% of emails opened on a mobile device, 52% are opened on a smart phone, with 42% of those smart phones being an iPhone. However, that same study showed that while iPhone users were the most popular smart phone, iPhone users also spend the least time reading an email, on average from 0 to 15 seconds. Mobile devices have by far the highest email open rates, but have the fewest conversion rates. This means companies need to adapt device-specific best practices (in this case being Apple’s iOS) to increase their conversion rates.
In the restaurant industry alone, 27% of people look for tables “on-the-go.” Of those searching for restaurants, 20% begin their journey with the restaurant’s own website, 50% start with a search engine, and 12% start with map apps. If your restaurant isn’t mobile friendly, you’re missing a huge piece of the pie. By displaying key attributes such as “takes reservations,” “online menu,” or “gluten free options” you could be attracting over 80% of customers searching their phones.
Being a mobile friendly business mainly means connecting to your consumers exactly how you would on a desktop, but with the ability for consumers to freely move about while they complete tasks. Consumers want to be able to pay a bill, check an account, make a reservation or look at showtimes from their phone. This doesn’t just mean developing a mobile app, at the very least businesses must have websites that are responsive and automatically support mobile screens. A study showed that 46% of smartphone users click away if your mobile app or website is too slow or not optimized sufficiently. Every disconnected user is a lost customer.