Are you reading this on a mobile device? If you are then you’re not alone, in fact 80% of internet users own a smartphone.
It’s common knowledge that mobile usage amongst internet users has grown rapidly over the past several years, but have you ever stopped to think about what this means for your small business online?
We’ve gathered 17 of the most interesting facts to demonstrate how this growth impacts on your website and what measures you need to take to ensure that you remain competitive online.
Local consumers rely on the internet when it comes to making decisions about the local services and products they are going to consume, so let’s get straight down to the cold hard facts.
1. 48% of consumers start mobile research with a search engine. (Smart Insights)
2. 71% of marketers believe mobile marketing is core to their business. (Salesforce)
3. 97% of consumers use internet when researching local products/services (BIA/Kelsey)
4. No 1 reason for doing an online search is to find the location for a ‘known’ business (comScore, Local Search Study 2014)
- You can safely assume that if your buyer persona has internet they have a smartphone.
- Having a website is essential for any small business, even if you are a ‘bricks and mortar’.
- Local SEO needs to play a central role in any future online marketing strategy. Learn more about what local SEO is and why it’s so important here.
Mobile experience matters
6. Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. (MicKinsey & Company)
7. 36% of respondents say that a clear & smart website gives a local business more credibility (BrightLocal Local business websites survey, January 2014)
8. 32% of consumers are more likely to contact a local business if they have a website (BrightLocal Local business websites survey, January 2014)
- Consumers are more likely to recommend and buy from the business that has a better mobile experience.
- It’s no longer good enough to just have a website – users must be able to access your website easily on a mobile device.
Mobile devices are also an essential part of the growth
According to a report by BIA/Kelsey
9. 63% of actions resulting from mobile searches occur within 1 hour of the search, compared to 55% for purchases.
10. The same study found that 17% of mobile searches lead to visits to physical stores, compared to 17% for purchases, and 7% for calls to businesses.
11. Mobile marketing is a good start for future sales. BIA/Kelsey found that 73% of mobile searches lead to additional action.
12. The percentage of companies optimizing email for mobile devices increased by 22% in 2014. (Adestra)
13. Seven out of ten consumers are more likely to use a local business if it has information available on a social media site (comScore Networks)
14. 70% Of consumers delete emails immediately that don’t render well on a mobile device (Blue Hornet)
- Customers must be able to read the content on your website
- If you want to grow your business online then mobile impacts on other areas of your marketing strategy such as email and social media.
- Local consumer searches on a mobile are linked to increased conversion rates offline e.g. visits to store, purchases or calls.
Online reviews impact website traffic
According to research by BrightLocal
12. 88% of consumers consult online reviews before they purchase local services
13. 68% say positive reviews make them trust a local business more (vs. 72% in 2014)
14. Only 13% of consumers consider using a business that has a 1 or 2 star rating
- Customer reviews online matter and you need to invest time in gathering customer reviews online.
- Actively encouraging online reviews should play a key part in your businesses marketing strategy
- Find some top tips and free templates that help you ask for more reviews here.
Is your website ready for mobile? Run your website through Glasshat to identify quick fixes and opportunities to improve a user’s mobile experience.