Mobile Browsing More Popular Than Mobile Apps [Study]

In US, 29.4% of mobile consumers use their mobiles to browse mobile websites. This represented an increase of 2.4 points compared to the previous three-month period and made browsing the mobile web the second most popular function after sending SMS messages (64%). A little surprisingly, more people in the US browsed the mobile web than used downloaded mobile applications (27.5%).

In comparison, a similar report published on the European market showed that 22.2% of mobile consumers use their mobiles to browse mobile websites. This was the fourth most popular function after sending SMS messages (83.5%), using downloaded applications (33.4%) and listening to music (22.7%).

Also, these figures vary quite significantly from country to country, with mobile browsing being more popular in the UK (30.8%). Mobile browsing is much less in popular in Germany (17.4%) where using downloaded mobile applications is a lot more popular (33.3%).

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Creating a Mobile Friendly Website: From Design to Hosting

These days we are just as likely to surf the web on a mobile device, such as a phone or tablet, as we are on our desktop pcs or laptops. So for businesses it would make sense to ensure their website can be seen on such devices.  The problem is the way in which web pages are displayed in the mobile world differs to the way they do on a pc, which means businesses will need to look at creating websites capable of being displayed on mobile devices.

The ideal solution would be for every website to be scaleable to any device, and with some devices this does happen thanks to built-in web browsers, but not all and that means needing to look at designing a mobile site that can work on the majority if not all mobile devices.  The way in which your website is delivered and the user experience is of key importance – usability applies as much with mobile websites as it does to standard web design.  The way in which we interact with mobile devices is very different to the way in which we use a pc, the lack of a mouse being just one of the big differences.  It should also be noted that mobile networks do not run at the same speeds as we are used to with broadband devices and that will have an impact on the length of time pages take to load.

With the rapid growth in the mobile internet market has come an influx of designers and specialist mobile web hosting companies. There is no requirement for special mobile hosting; a mobile site can be hosted on any server. However, not all web hosting firms offer mobile web services and tools to help you develop and maintain your site.  And unlike standard dedicated web hosting there are some features which are unique to mobile web hosting.

With mobile hosting you will still be able to store all your site files and of course be capable of delivering them to visitor’s devices.   However, where mobile hosting differs is in its ability to detect a visitor’s device and deliver a version of your site that best suits it.  For instance a visitor using a tablet will be shown the mobile version of your website, whilst a visitor using a laptop or pc will see the desktop version, this ensures visitors to your site see the best version for the device they use to access it.

By using mobile web hosting you can ensure this is handled for you with the web server set to detect the device a visitor is using and deliver the appropriate version.  But it goes further than this.  With mobile devices all having their own unique features and user capabilities your mobile website needs to be able to adapt to different device makes and models ensuring your website is delivered in a way which is appropriate to that particular device.  This is known as content adaptation and essentially means your website content is adjusted to best suit the device a visitor uses.

As mobile internet usage increases the demand for mobile websites that ‘fit’ with numerous devices will increase which means content adaptation will become more important.  Currently businesses looking to offer mobile sites are presented with a range of options and much will depend on their business model and what they want to offer.  What is important is that your design and choice of web hosting, ensures accessibility and a user experience that visitors will enjoy.

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Consumers Now Spending More Time on Mobile Apps Than the Web [STUDY]

Consumers are spending more time on mobile apps than on the web for the first time, a new report claims.

Flurry compared its mobile data to stats from comScore and Alexa, and found that in June, consumers spent 81 minutes per day using mobile apps, compared to 74 minutes of web surfing. (See chart below.) The shift comes as combined tablet and smartphone shipments eclipsed those of desktops and notebooks for the first time, according to a recent report by Mary Meeker, partner at Kleiner Perkins Caufield & Byers.

Flurry found consumers spend 9% more time, on average, using mobile apps. The report found that the growth in mobile app usage came mostly from more sessions per user, rather than longer sessions overall.

Those sessions, by and large, are consumed by the use of games and social media apps, which took 47% and 32% of the total amount of time used for such apps.

If the stats bear out, the data is vindication for Wired, which last year declared “The Web is Dead,” and predicted that apps would soon overtake it.

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Reasons for having a mobile friendly website

We have already discussed about the importance of designing a mobile friendly website in a couple of articles, this post includes latest statistics to give a proof of the concept:-

1. Customers have an inclination towards the mobile web surfing

• Number of mobile web users
  It is estimated that the mobile web users would surpass the number of internet users on the desktop PCs by 2013.
• Mobile web search
  The thirst for knowledge doesn’t stop when you step away from your computer, it continues on your mobile device. In the past two years, mobile search traffic has grown five-fold.

• Mobile handset per person
  There are 5.3 billion mobile subscribers (that’s 77 percent of the world population). Looking at the current trend, it is also predicted that by 2015, every individual on this planet would at least have one mobile handset which would certainly boost your traffic.

2. Expectation of a better mobile web browsing experience

• Website load time
  60% of the mobile web users expect the download time of the mobile websites to be 3 seconds or even less.
• Faster load time
  71% of the mobile web users expect a mobile site to load faster than a website which is compatible with the desktops or laptops.
• Number of re-tries
  Only 78% of the users would try to load a website as a result of slow downloads.
  Analyzing the current web search pattern, it is noticed that the website loading time is extremely essential for the users else they would switch from one website to another which would inherently affect the bounce rate of the website.

3. Word-of-mouth referrals

• Bad mobile site
  57% of the users would not speak positive about a company that provides an uninviting mobile web experience.
  It is important to optimize your mobile friendly website; else you may lose some of your customers. Reputation of a company largely depends on the perceptions of its target audience. It is advisable to make a productive use of every medium of communication that you are using. Mobile sites hence become one area to target your prospects effectively.
• Bad mobile web experience
  A statistic also states that around 40% of the users would jump to a competitor’s site if they are not satisfied with your mobile web experience.
• Frustration of users on their mobile phones due to a slow download
  23% of the users got irritated with their mobile handsets when they could not load a mobile site on their mobile handsets.
  This is essentially because we all have become so dependent on our mobile devices that it is nearly impossible to imagine a life without our mobile phones and a mobile friendly site helps us gather the required information even on the move.

4. A medium to grow your local business

• Local information on Smartphones
  95% of the users connect to a mobile site to fetch some local information using their Smartphones.
  People prefer to do mobile web search especially to collect important information of a nearly outlet, or restaurant, or real estate agent, or to know the departure time of their flight etc.
• Acquire useful information
  61% of the users reach a business/company after acquiring useful information about that company on their mobile devices whereas 59% of the users actually visit the location.
• Take the desired action
  94% of the users take the desired action- enquire about a company, purchase the products/services etc. within 24 hours.
  As an entrepreneur, you can expect instant response by your target audience as most the users explore the mobile web when they are on the move. A mobile site can be said to be a good call-to-action tool.

5. Mobile apps are good to explore but can’t undermine the significance of a mobile site

• Mobile site better than a mobile app
  81% of the users use the mobile sites rather than mobile apps to do price comparisons.
• Product reviews
  79% of the people use the mobile sites to obtain product reviews.
• Favor m-commerce
  63% of the users do e-shopping via their mobile devices.

6. Mobile friendly websites can boost your m-commerce business

• Mobile web search resulting in sale of a product/service
  50% of the users are believed to purchase a product or hire a service using the mobile web.

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Mobile Will Be 22 Percent Of Search Revs Next Year

Efficient Frontier (EFF) and Macquarie Capital have released a new report containing a metric that should get everyone’s attention: the firm is projecting US mobile paid search spending (including tablets) could account for up to 22 percent of total search revenues by the end of 2012. The firm’s report also contains a “less aggressive” projection that puts mobile search revenues at roughly 16 percent of the total market.

EMarketer has forecast that total US search ad revenues will reach just over $17 billion in 2012. If we do the simple math, and assume that mobile spending doesn’t add anything more to overall revenue growth, here’s what we get under EFF’s two mobile scenarios:

• 22 percent: $3.7 billion
• 16 percent: $2.7 billion

 

It’s worth noting that tablets already account for a significant portion of mobile search ad spending, as well as mobile clicks:

Efficient Frontier is seeing a sharp ramp in its search spend on Tablet devices. Over the past three months (Aug 2011 – Oct 2011), Tablets accounted for 43% of Efficient Frontier’s mobile search spend, and 50% of click share.

Google stands to be the beneficiary of mobile search revenue growth, at a disproportionate level vs rivals. Among EFF’s client base more than 95 percent of mobile search ad spending goes to Google.

This is commensurate with and a direct result of Google dominating mobile search. According to StatCounter Google controls about 95 percent of browser-based mobile search in North America.

Summarizing EFF’s lengthy discussion of mobile paid-search performance, mobile ads have higher CPCs and better CTRs but mobile ROI is less because of lower conversion levels:

• Across its advertiser clients, Efficient Frontier found that the average CPC on mobile phone search campaigns was actually slightly above (8% higher) than CPCs for desktop search campaigns.
• Mobile phone and tablet click-through rates for Efficient Frontier’s search advertisers are higher than for its desktop search campaigns, at 166% and 137%, respectively, of CTRs in desktop search.
• Lower conversions for mobile search campaigns result in ROI that is only 50% of the ROI for desktop campaigns according to Efficient Frontier’s data. Notably, 50% represents a significant improvement for this metric compared with mid-2010, when mobile ROI was only ~10% of desktop levels.

There’s a major caveat here however. ROI on mobile campaigns is being measured by traditional “conversion” metrics used on PC campaigns. EFF points out that a broader and more mobile-specific set of conversion metrics needs to be developed to evaluate the true efficacy of mobile search ads:

Until advertisers can more accurately attribute a wider range of “success” events such as offline store visits, offline and (delayed) online (desktop) sales, and phone calls to a mobile ad campaign, marketers using a traditional ROI-based approach to make campaign budget decisions will be less willing to increase mobile ad budgets. In the meantime, we expect “early adopter” mobile marketers will continue to test mobile as both a performance-based and branding ad medium.

EFF also compared query length on the PC, tablets and mobile devices. As was somewhat predictable, EFF found that PC queries are the longest, followed by tablets and mobile handsets in that order. It’s possible, however, that voice search may create longer and more specific mobile query strings in the future.

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