At the beginning of 2014 there was a major milestone in the way we use the internet. For the first time in history, Mobile internet usage has overtaken the Desktop PC.
Businesses were initially slow in their adoption of the internet as a tool for marketing and sales, but have been driven by consumer expectations to have an online presence where they can interact with brands and purchase products online.
With this new tipping point in favour of mobile & tablet, business needs to take their mobile users seriously, and provide a mobile experience that reinforces their willingness to do business with the brand and not frustrate customers in to never returning.
Do local searches on mobile convert?
Consumers now use smartphones as their main tool to research local businesses and to purchase products and services.
Google surveyed Australian mobile users on their internet usage for their Our Mobile Planet report.
Not only did 41% make an actual purchase, but many more called or visited the business in person, allowing more opportunity to influence their buying decision.
Is mobile really relevant to B2B?
Smartphones have also become a critical tool for senior executives in their purchasing decisions.
According to the IDG Global solutions 2014 mobile research survey
- Over 92% of senior executives own a smartphone and use it for their business
- 72% use their smartphones to research products and services for their business
- Lack of mobile enabled websites and security concerns remain the biggest barriers to the growth of purchases on smartphone
Although research is most often performed via smartphone and tablet, 93% of actual purchases are still completed on a Desktop PC.
Mobile Friendly Websites are no longer optional
Whether you are a local retailer, a service business targeting the B2B market, or a hotel taking bookings interstate, consumers and executives alike are researching and purchasing products and services using their mobile and tablet devices.
The questions is:
Is their mobile experience on your website more, or less likely to make them do business with you?