Mobile usage has reached an all-time high, and the number of mobile-only Internet users continues to rise. In 2016, 80 percent of North America will access the Web through their mobile devices, meaning that brands need to focus on the mobile experience to remain competitive. How can customer-centric marketers ensure that their mobile efforts are on track with the expectations and demands of an on-the-go consumer?
Brands need to understand just how powerful the mobile platform has become in the modern world. Close to two-thirds (60 percent) of the digital media experience now takes place on smartphone and tablet devices, proving that a mobile strategy is not just a good idea for marketers - it's a necessity for survival. In fact, mobile must be viewed as the main event for companies that want to reach out to a new generation of users that relies so heavily on these devices.
For example, mobile users are more comfortable than ever with the prospect of making purchases on the move. Transaction values are growing monumentally, with eMarketer projecting mobile purchases will double in 2016 up to $27.05 billion from $8.71 billion. Whether through applications or mobile-optimized Web pages, brands need to accommodate a sizeable portion of a customer base that is ready to buy anytime, anywhere and on any device.
Marketers must also recognize that mobile users search with a different intent than desktop browsers. In fact, according to iperceptions Research, 38 percent of shoppers accessing a website on their mobiles primarily do so to research.
Mobile is now a fundamental part of modern marketing. The key is to stand out from the crowd and provide a customer experience your users need and expect.
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