Mobiles have been found to be the user’s device of choice for researching about products or services - this is according to survey results released by the Internet Advertising Bureau (IAB) prompting IAB’s Senior Research Manager, Hannah Bewley to state “…mobile is the glue that holds other media together.”
In conjunction with research agency Kantar Media, the IAB conducted a survey involving over 2000 smartphone owners in Great Britain aged between 16-70yrs which revealed that over 80% would use the internet via a browser or app every day. The survey also stated that 90% of those aged between 25-34yrs would use the internet on a daily basis.
Interestingly the research also found that a mobile phone was the number one device of choice for looking up product information for those aged between 16-34yrs, overshadowing laptop usage.
Traditional media such as TV, newspapers, outdoor, radio and magazines were still driving consumers to do more research on their mobile phones or tablet regarding certain products or services with 59% of people surveyed stating that they would look for more information about what they had seen within four weeks. In terms of traditional media, television was still the biggest trigger for users to undergo follow up research pulling in 43% of the result with newspapers claiming 28%, outdoor with 25% and radio & magazines with 21%.
The survey highlighted how important it was for companies to implement a mobile optimised site. Shockingly over half of all smartphone owners surveyed stated that they had visited a non-mobile optimised site with nearly 70% commenting that this was a particularly ‘frustrating’ experience.
Perhaps the most worrying factor was that 73% of users said that they would not look for an alternative device if they landed on a non-mobile optimised site, putting brands at risk of losing conversions and return customers.
An effective mobile strategy is an essential part of your marketing campaign and a valuable tool in increasing conversions online. With mobile phones becoming the device of choice for consumers wanting to find more about your products and services, a great first impression is essential.
Click here to read our blog on the importance of mobile marketing.
For more information on the importance of mobile-optimised sites, or if you need help making your website more mobile friendly, contact the experts at Hit Search today on 0845 643 9289.