It is pretty clear now that the smartphone fever is not only here to stay, but it’s growing at an incredibly fast rate.
By 2013 we’ll be living in a place where more people will be accessing the Internet through mobile devices than desktops. Inevitably this will mean your business must make a few adjustments to be able to benefit from the huge impact of smartphones & use new methods of mobile marketing and mobile commerce to cater for today’s consumer.
Nowadays consumers find their smartphones an indispensable shopping tool throughout the research and decision-making process. A study conducted by Google and Ipsos OTX MediaCT, an independent market research firm, shows us the following remarkable figures:
- 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
- 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones
- 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
Consumers can now be seen responding to ads online and offline using their smartphone as a bridge between these two mediums, for instance smartphone users have the ability to search for a product or interact with a brand through their device as soon as the ‘offline’ advertisement has sparked their interest, no more do we have to rely on memory and chance so fully. This new ability of immediately searching online for the products we see and like, gives us a new sense of freedom & opens great opportunities for businesses to convert the simple interest from a customer into a sale.
A good way to start this process is making sure your business’ website and online shop are built with “responsive design” techniques, meaning that they are optimised to view on desktops, tablets and mobile devices. I predict that in a very short time this will be an absolute imperative in order to face the more techy-aware competition but especially to avoid your customer’s frustration and disappointment when not able to purchase your products online.
So here’s a couple suggestions to get you started:
- Test your website from a mobile and a tablet. Is it readable? Are the images visible? How would you rate your user’s experience when navigating your website from a smartphone?
- Local information seeking is common among smartphone users, so why not incorporate location based products and services and make it easy for mobile customers to reach you.
If you need help in making the ‘big step’ of going mobile, give us a call and we’ll be able to advise you on the best strategy forward.