The Mobile Movement: Why Responsive Web Design is Key
In a study conducted by Google canvasing the habits of smartphone users they found that two-thirds of people check their mobile devices within 15 minutes of waking up in the morning. I’m among that group for sure, I check my phone while waiting for coffee to brew. Actually! It’s my smartphone that wakes me up in the morning.
For millennials (the demographic born between circa 1980 – 2000), they’ve got their smartphones with them 87% of the time – day and night – according to the same study. I imagine, the only time they don’t have their phones at their side is when showering (unless there’s some kind of case that shields against water damage.)
That said, there is NO QUESTION that having a mobile responsive web design is KEY. We look to our phones for answers while we are on the go, for how-to’s when we’re figuring out a new product, for help when we’re in the middle of an impulsive DIY project, when we cook, buy things, need a phone number, want to clarify facts in a conversation and beyond.
If your website fails to load properly on a mobile device because your web design isn’t mobile responsive – you need to upgrade that ASAP. Think about the number of potential visitors you lose out on daily because you’re not showing up in mobile search results. And think about those users who do access your website from their mobile devices, only to leave out of frustration because of a poor user experience.
If you aren’t yet convinced here are some interesting facts about how people are moving to mobile to get their goods and info online, all the time:
- Adult users spend an average 5.6 hours per day on their smartphones, trumping desktop, laptop and other connected device usage.
- 82% of smartphone users consult their phones for information about purchases they are considering while they are in a store.
- 91% of smartphone users will turn to their phones during a task to do research, find information, etc.
- More than half of those using smartphones have discovered a new company or product while conducting a search on their smartphones.
Being mobile-ready is important for building brand awareness.
- People aren’t as committed to brands as they used to be, with 90% of smartphone users saying that they are not absolutely certain of the specific brand they want to buy from when they begin looking for information online. If you’re not appearing in mobile search results – you’re missing out on this ‘new’ traffic and consumer base.
- 65% of smartphone users agree that when they conduct a search on their smartphones, they look for the most relevant information regardless of what company is providing the information.
- 51% of smartphone users admit to purchasing from a company or brand other than the one they intended to because the information that was provided was useful. Hint: Maybe create a blog area when you redesign your website. Create content that is relevant to your potential customers that is useful by anticipating their needs and queries.
- 60% of online users say that thanks to online research they make purchase decisions much more swiftly then they did years ago
- North Americans watched over 100 million hours of ‘how-to’ videos in 2015. Why? Because we look online for tutorials to guide us through whatever it is we’re doing or need help with.
Your web design must be mobile responsive. In addition, your website’s content should be full of informative and helpful tips that assist your audience with navigating through their daily lives. If you’re a plumber, write an article about how to properly plunge a toilet. If you’re a florist, write about how to properly clip and care for flowers. If you’re in the storage business, write about how to organize your space and so on.
It’s all about being valuable to your customers and providing them with the resources they seek when they need them. It’s about showing up in mobile search results and being a brand that they become familiar with. Wake up to the mobile movement and get your web design in check if it isn’t already.