There is no denying the explosion of the mobile consumer. Statista estimated that by the end of 2015 in the U.S. alone, there will be just under 183 million active smartphone users and approximately 96 million tablet owners. In a country with just over 300 million citizens, that is downright impressive.
"While it's common knowledge that consumers are addicted to their mobile devices, it turns out that consumers are truly more inseparable from their devices than previously thought," said Craig Wigginton, vice chairman and U.S telecommunications sector leader at Deloitte & Touche, LLP. "With over 70 percent checking their phones within thirty minutes of waking up."
The ubiquity of smartphones and tablets in homes, offices and in users' hands at almost every moment of the day makes understanding the mobile consumer a necessity for every business.
Taking the necessary steps
To begin, it is important to understand that the mobile experience is different to the desktop experience. To glean insights into the disparities between how users take advantage of their mobile devices compared to full-sized computers, marketers are turning to behavioral insights to understand mobile consumers specifically. Obviously, no company is going to say no to that kind of information, but behavioral data alone is not enough to truly understand how desktop and mobile experiences vary. For example, some individuals might visit the same website on two different platforms, once on a mobile device to research the product and then on a laptop to buy the product. Alternatively, a visitor may easily find the information they were looking for on desktop but not on his or her smartphone.
Recently, The Altimeter Group released a white paper on the inevitability of a mobile-only customer experience where they noted that, “When businesses don’t consider difference in mobile device interactive they’re left with a one-size-fits all approach to mobile that doesn’t account for nuances of engagement, context and intention vary greatly from one platform to the next.”
Customer feedback can fill that gap and provide more information into what exactly an individual is thinking when they are browsing products, services or consuming media. This data is crucial to understand how to create the best user experience possible on mobile. Running a mobile survey offers more visibility into their actions, which is necessary to understand how the desktop and mobile experiences differ.
By now, it should be clear that catering to mobile individuals is essential and a leading trend for 2015. This year, as you start to focus more on your mobile properties such as your mobile-optimized website, remember the best decisions are founded on data, but don't forget to incorporate the voice of your customers in your data-driven mobile strategies.