Mobile Optimization Rules the World
I’m about to dump a metaphorical metric ton of mobile optimization statistics on you, but before we get to that, I want to hit some high points and talk about the TL;DR (Too Long, Didn’t Read) version.
First, and more important than anything else, get your site right on mobile.
It’s that simple.
Whether you approve or not, the way your website appears on a smart phone now overshadows your online marketing. If you’re like numerous people over 35 (like me, sad face), you might be shocked at the facts that follow.
Mobile is not just here to stay, it’s everything. Referring to it as“the new normal” is an understatement.
Mobile Optimization: Does Your Business Really Need It?
Many small business owners feel that they’re doing just fine without mobile optimization, usually because they either get a lot of business through referral or just because they are getting plenty of business at the moment.
But economies, business and customer demographics change. Yours is no exception.
Your buyer base migrates more into “mobile only” space with every passing year, because more and more of the “wired generation” is aging into the years they’ll be purchasing from you.
When they do (and many will in 2018), you’ll miss their patronage because they can’t make the decisions they require on your website.
What if you pass Google’s “Mobile Friendly” test? Is that sufficient for mobile optimization? No.
Mobile optimized website statistics show that Google’s test is a important place to commence your mobile optimization efforts, but there are a dozen or so more variables that control how your ideal prospect will view your site.
I’ll cover that more later, but for now, let’s get to the stats.
The 37 Mobile Optimization Statistics of Destiny
- 50% of mobile search is aimed at local businesses (Search Engine Watch)
- 66% of e-commerce time is being consumed on smartphones (Internet Retailer)
- 50% of mobile phone consumers frequent a retail outlet inside 24 hours of a local search on mobile (Marketing Land)
- 70% of smart phone customers (and 77% of tablet consumers) believe the “call button” (or one click calling) to be critical on a mobile website (Clients Calling)
- Approximately 70% of mobile customers clicked the call button to call businesses directly from Google ads (this is a HUGE mobile search stat for you Adwords users)
- 61% of mobile searches result in a phone call (because they’re addressed at local businesses, like yours) (Dialog Tech)
- Over 50% of mobile consumers are in the process of researching a purchase, or seek to make a purchase when they call a business directly (Local Vox)
- SEO Tip: More than half of all search volume results from smart phones, according to Google mobile search stats
- 51% of searchers are more probable to purchase from a mobile optimized website (Quicksprout)
- Google reports that 40% of mobile consumers turned to a competitor’s web site after an unsatisfactory mobile Web experience, and 57% wouldn’t recommend a business with a bad mobile website.
- 71% of mobile searchers expect mobile site pages to load as fast or faster than desktop (Hubspot)
- 39% of occurrences where a consumer walks out of a store without buying were influenced by a search on a mobile device. (Grabstats)
- By 2016, 88% of local online advertising will be communicated on a mobile device (Borrell).
- The average mobile consumer spends 127 minutes in mobile apps every day (side note: know your mobile apps vs. mobile website statistics). For perspective, that’s virtually 60 minutes more than we consume on the web, & only 41 minutes short of the 168 minutes we watch TV. (techcrunch)
- 93.3% of small business owners’ websites aren’t mobile friendly, and an astounding 80% of consumers employ a smartphone to investigate and shop (Searchengineland)
- Approximately 60% of Americans own a Smartphone (ABC.com)
- The average consumer checks their smart phone 46 times a day (Time)
- 64% of decision-makers read email on their smartphone [a great argument for employing an Email Marketing Mobile Strategy](Salesforce)
- 57% of U.S. smartphone consumers visit at least one mobile ad every day (Pew Research Center)
- App usage (80%) dominates browsers in mobile usage
- 93% of potential customers who research on smart phones go on to complete a purchase (most occur in retail stores. Btw, this was the most eye popping mobile search stat for me). (Source: Google/Nielsen)
- By 2016, the number of mobile devices is expected to surpass the world’s population–an 18-fold increase between 2011 and 2016 (Cisco)
- 53% of American consumers use their smartphones to access search engines at least once a day (LocalVox)
- 91% of American adults have their smartphone within arms reach 24/7 (Hubspot)
- 46% of consumers will NOT revisit a mobile website that isn’t working properly (Hubspot)
- 9 out of 10 mobile searches result in a consumer taking action, over half leading to purchase (Search Engine Land)
- 48% of mobile website visitors who visit a website that is not mobile-friendly believed that the establishment just didn’t care about their business- Ouch! (Google)
- 97% of American Consumers use internet when researching local products/services (BIA Kelsey)
- 95% of smart phone consumers have searched for local information (Google: Inside Adwords)
- 98% of searchers select a business from page 1 of search returns (SERPS.com)
- Two out of three shoppers prefer accessing a mobile website over a mobile application (Kissmetrics)
- 75% of mobile shoppers have used a mobile coupon (Access Development)
- One third of all e-commerce purchases were made on a smartphone during the holiday shopping season (Techcrunch)
- Consumers spend more time shopping on smartphones than desktops (Smart Insights)
- Mobile Ecommerce Stat: In a recent example, Target customers spent 68% of their mobile browsing time on Target’s app, vs. shopping on mobile browsers (Internet Retailer)
- 40% of mobile consumers have abandoned an inferior mobile website and continued to a competitor’s website after a bad mobile web experience. (Source:The Google Mobile Playbook)
- 48% of mobile consumers who visit a website that is not mobile-friendly believed that the company just didn’t care about their business (Google Study, LocalVox)
Bonus Mobile Stat!
I just spoke with the dandy folks over at Episerver on Twitter (they’re Swedish!), and according to their survey, 88% of customers utilize their
#mobile at HOME to browse and engage. (Here’s a link to the Download page). There’s tons more valuable information in that study, so you should definitely download it.