The BBC recently published their iPlayer viewing figures for the Christmas period, and it was notable that for the first time ever more people accessed the BBC iPlayer on a tablet device rather than a traditional laptop or computer.
This revealing statistic reflects the multi device world we now live in. And if you need more stats to back that up then consider that more than 1 billion smart phone units were shipped worldwide in 2013, representing growth of 39% since 2012.
So with mobile and tablet impacting our daily lives it’s important for small businesses to grasp how this affects the way people use the internet as well.
Here are three key things you should know about the multi-device internet and how it affects the way we do business today.
How we search
Mobile and tablets represent a growing share of all searches made online.
What’s more, 94% of smart phone users are looking for local information and 84% of mobile searches take direct action as result.
So if you’re looking for people searching for your services in your area it’s important you recognise the changing presentation of search engine results and adapt.
Paid clicks are on the increase as Google make it a more ubiquitous feature of their results, while registering your business on Google+ Local will get you ‘pinned’ for relevant searches in your area, giving you every chance of a page 1 presence.
How we browse
Mobile and tablet internet browsing has trebled in the last two years, In fact our own PPC team report that mobile search accounts for more than a third of browsing in some client sectors and this ratio is rising across the board.
So it’s simply impossible to talk about mobile internet without stressing the importance of responsive design, and giving users on mobiles and tablets the easiest possible experience. Plus Google themselves have advocated this approach stating that they award higher priority to mobile and tablet friendly sites within their organic search results.
And if you want visitors to call you direct avoid putting your phone number within an image, enabling them to call you in one click.
How we shop
Mobiles and tablets haven’t just changed the way we access the internet, they have changed how we interact with other forms of media as well.
Dual-screening is a term that’s becoming increasingly popular with marketers in the last few years. It’s jargon for browsing the web while watching TV, something which 61% of us Brits do according to some eBay research published in December 2013.
What does this mean? Well e-Commerce site masters should know that mobile and tablet shoppers spend less time browsing and have a high intention to buy. In fact, 55% of conversions (store visit, phone call or purchase) happen within an hour and tablets are particularly well used in the evenings as people increasingly browse and shop online, making impulse purchases during their down time.
If you’re struggling to get to grips with the multi device world you are not alone. We know a lot of small businesses don’t have to the time to cope with the fast and profound changes that mobile and tablet usage are effecting right now. If you want some free advice, simply drop us an email at firstname.lastname@example.org with your challenge and we’ll be happy to help.