Until very recently, when we said Internet we thought of a computer, and even now, when we know that consumers connect with a brand through five different devices (on average), that idea continues to underlie our head. But the time has come to end it! The mobile is already a connection device for 9 out of 10 Internet users and, while smartphones and tablets increase in importance, laptops and desktops lose relevance as the main device. That is why mobile ad spending is growing like wildfire or Google is going to penalize websites that are not optimized.
Thus, according to data from Ofcom Technology Tracker (collected in an article by Benedict Evans), in 2013 only 15% of Internet users considered the mobile phone as their main connection device, while in 2015 33% already saw it that way (60% among the youngest). Similar is the situation with tablets, which go from 8% to 19%. Meanwhile, the laptop has dropped from 46% to 30% and that of the desktop is today the most minority device.
And also mobile, it does not mean only on the move, since 66% of users use this device to connect both when they are away and when they are at home (and even if they have a computer in front of them). Only 10% use it only or mostly when they are not at home. All this leads to a single conclusion: the Internet today is synonymous with mobile, and designing a customer experience accordingly is no longer a plus, but a necessity.
But mobile is also the best platform for companies when it comes to offering a good customer experience. Smartphones are more powerful than PCs, because while the latter only serve the Internet and are used while one is seated, mobile devices always accompany the consumer, offer more functionalities, and as a result are more flexible and facilitate greater engagement.
And that’s without taking into account the amount of data that Bahrain phone number list mobiles collect, and the possibilities they have for marketing. Geo-location enables various security and payment applications, and the interconnectivity of social, video, and photo applications facilitates a better experience and a higher level of consumer engagement.
It is also important to take all of this into account when designing a multi-channel strategy, because although we all already have more or less clear the importance of mobile, we still underestimate its impact on the rest of the channels. As reported in a Cognizant report a few months ago, less than half of consumers are satisfied with the mobile experience offered by brands, a result confirmed by another Mobiquity report that added that 1 in 3 customers intends to buy online through the smartphone, but only 24% manage to do so.
And the main problem is the lack of integration of the mobile experience. The user would like to find the same interface, options, advantages and comforts through the different channels, but that is not what they are finding. Problems such as slow loading, the lack of responsive design on the web, tiny forms or difficulties in accessing information are other problems that users criticize.