In 2012, mobile Internet penetration will reach 48% accounting for more than 158 million users. Over the past year alone, Mobile web traffic has increased 202%, according to the latest Quarterly mobile report from digital marketing company Latitude.
The report goes on to detail that 11.5% of all web visits in March 2012 came from mobile devices with an additional 3.5% coming from tablet devices. With mobile traffic growing faster today than it ever has before, do you have a mobile strategy in place to keep up?
The stats alone describe the incredible pace at which mobile web use is growing, but what’s even more interesting is the way in which people are using the mobile web compared to their desktop. “There’s a huge difference in the way PCs, tablet and mobile are being used to access the web, ranging from the solitary, task-based user experience of the PC to the localized, personal browsing experience of the mobile,” said Alex Hoye, Latitude CEO, “The first quarter saw the fastest growth in mobile web traffic to date.”
More so than the rate of growth, the way in which people are connecting and interacting from their mobile device is why having a mobile strategy becomes so important. The mindset of the consumer changes when they are on their mobile device and the content they require along with the way in which they require it be served changes drastically.
Catering to this user who, according to Latitude, will account for 30% of all paid search clicks by the end of 2012, will be the most vital part of a company’s digital strategy moving forward.
Mobile allows you to engage your consumer during times and at places that were never before possible. For this reason, if done right, you put yourself in a position to capitalize on real time wants and needs. For example, by combing with text messaging with mobile web, you can engage a real estate consumer while they are driving or walking past one of your listings.
When they text in for information, not only are they getting instant access to information they way, but your connecting them to your company’s branded mobile formatted website right from the text. They are now on your website, on their phone in and area where they would be interested in listings for sale and can utilize the GPS on their device to search for other homes in and around that particular area.
On mobile, all of this occurs within an instant of seeing something that piqued the consumer’s interest.
If you are interested in creating a mobile strategy, a good place to start is with your website. The Internet is the same, but as we saw from the stats above, the device people are using to access the Internet is different; it is mobile. So see for yourself the experience your website gives users on their mobile device, to test your site go to: www.testmysitenow.com. To stay in business we have no choice but to keep up!
Seth Kaplan is president of Mobile Real Estate ID. For more information, visit www.mobilerealestateid.com.
