Study: Global web traffic is becoming increasingly mobile

Published August 28, 2013 at 1:02 pm

Just as companies have become accustomed to web-based marketing, they’re needing to jump ship and further divide their energies. With technology ever-evolving, it is quickly becoming a necessity for businesses to appeal directly to consumers through their mobile devices. Brands that refuse to meet mobile users where they already are will not stand out from the competition.

An infographic from StatCenter explained that out of global web traffic for 2013 so far, 17.4 percent has come from mobile devices. That is an increase from the 11.1 percent in 2012.

For North America specifically, the numbers in that same time frame increased from 9.4 percent to 15.2 percent. With more customers using their smartphones and tablets for purchases, it is becoming increasingly important for businesses to offer strong online advertising and shopping options.

A recent Inc. Magazine piece commented on this same issue, adding that there are a few simple ways for companies to ensure that they can dominate mobile marketing. For example, it is important for businesses to shorten the path to purchase. Mobile bounce rates are much smaller than desktop, which is why organizations should create short conversion paths.

Breaking down a lead form into separate screens or even creating shorter sign-in options can all help streamline the user experience, the news source said.

Additionally, keeping localized marketing in mind is key.

“Since many people are searching with their mobile phones while they are on the go, adjust the content in your site’s re-sized blocks to target local queries,” the article said. “Mobile users also require immediate satisfaction, so craft your landing pages accordingly, with shorter conversion cycles and lead forms.”

By conducting the necessary research, it will also be easier to learn more about customers and then create the right web-based marketing approach.