Mobile is here and you’re not ready

Posted by Dave CollinsAnalytics, Marketing, Website Optimisation

It’s easy to forget that the PC in your pocket is a mobile phone. It’s easy to forget that it’s even a phone.

I rarely use the torch/flashlight app, but it still gets used more than the phone functionality of my device.

The figures for mobile web usage are incredible:

56% of American adults are now smartphone owners.

Amazon, Wikipedia, and Facebook all see about 20% of their traffic from mobile-only users, according to comScore.

Google reports that only 21% of large advertisers have a mobile-optimized website.

Note that all the above stats and links are taken directly from State of the mobile web – sources by the excellent Karen McGrane.

Some other random facts:

Mobile Local Search Volume Will Surpass Desktop Local Search in 2015, according to BIA/Kelsey.

15% of physical goods purchases are already made with a mobile device, according to Internet Retailer.

Yet many of us, our own company included, have a mobile strategy of “we hope it works well on most devices“.

In my search for data to kick myself into doing something, I looked at the growth of mobile usage over the past two years in a handful of analytics accounts:

growth of mobile

growth of mobile

The time for a content strategy for mobile devices was probably some time around the end of 2011. But it’s truly better late than never.