On the go; why more brands should get mobile

They say that admitting that you have a problem is the first step. Here goes nothing:

Smartphone_icon.svgI’m addicted to my smartphone.

Somehow though, I don’t think that’s going to change anytime soon. No matter how much I acknowledge it.

And I’m not the only one. As a nation, we Australians love our smartphones.

In fact, Australia has the sixth-highest penetration rate of smartphones in the world.

Now I could sit here and bore you all with the facts and figures about how we as Aussies use our smartphones.

Or, I could let this little infographic that I whipped up do that for me instead (and who doesn’t love a good visual!?).

Aussies & Smartphones

These are just some of the insights from Google’s report on Australian mobile behaviour (if you want to read more in-depth you can find the report here).

What shocked me the most though, was how low our mobile ad spend is compared to what’s spent globally:

Global ad spend is 14.2%; Australia’s is estimated between 5-10%.

For a country so in love with its smartphones, it doesn’t seem right.

However, this could be set to change very soon.

Google

Google has made the announcement that it will penalise websites that are not optimised for mobile devices.

Basically it means that if your website is not mobile-friendly, your search engine ranking will take a hit.

And when Google lays down the law, marketers best pay attention.

Around 86% of consumers don’t go past the first page in a Google search.

If consumers can’t find you on that first page, chances are they’re not going to keep looking. You want to make sure you’re on that first page.

So what does it mean for marketers?

  1. Don’t wait to drop from the ranks, optimise your websites for mobile users
  2. More brands need to make mobile a central part of their strategy
  3. Make your brands easily accessible from mobile platforms; don’t make it difficult for consumers to engage with you
  4. Apps can be a great way to extend the consumer relationship beyond the transaction. Think about potential benefits rather than just making a sale. For example, a brand of cooking oil could create a cooking app with handy tips and recipes. It’s about finding ways to make yourself valuable, and extending the conversation

Personally I think Google is wise to give businesses a nudge towards optimising for mobile devices; good for them and good for us.

Let me know in the comments –

  • What do you use your smartphone for the most? Entertainment? Research?
  • Do you, or would you, make an online purchase from your phone?
  • If not, what’s stopping you?

Until next time,

N. Apple_bitten.svga

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29 responses to “On the go; why more brands should get mobile

  1. Hi Apple,

    Super interesting read, and yes, i do love a good infographic. I have to say im moving away from using my smart phones for entertainment. I would almost call it info-tainment. I’m getting enjoyment out of ‘staying in the loop’. I often to use it to research on the fly, prove people wrong in arguments (i’ve done that to you a few times :P). I have made a few purchases via my smart phones but “call me old-fashioned” but i do like using a laptop, maybe in the bigger screen that i enjoy or i actually get put off by the simplicity of mobile sites (i find myself often scrolling down to find the “use desktop site” link). Not sure what that says about my internet usage and habits, but to give an example, i find it much easier, quickly and more user friendly to reply to this blog on my laptop than on my phone. Maybe i need to work on my typing speed on my iphone though…..

  2. i don’t think i’m a heavy smartphone user. i mainly use it to call and text and only a few times a week do i use the internet data on it. it is great that Google are pushing websites. i find it so annoying that so many websites don’t adapt to mobiles, where their website looks the same as it would on a computer. it’s so much harder to navigate because of the smaller screens. they don’t have to create an app but just tweek their websites. it’s much easier to get annoyed at ads on mobiles because they’re harder to ignore.

    • Wow, definitely breaking some norms there šŸ™‚ I can imagine that mobile ads could get annoying – but they definitely get noticed. The bigger issue is making websites optimised for mobile platforms to make it easier for people to search. Would you be more likely to search on your phone if it was easier to view websites?

  3. I use my smartphone for mainly social media programs, i would only really purchase something on my phone if i am already on my phone and i find it through a link or somebody sends me it while i am on my phone. Would never purposely go on to my phone to purchase something, unless some form of discount may be offered.

    • Fair enough, it’s not the main online shopping platform. Though searching for information is quite common. Do you do mobile research about products when shopping? šŸ™‚

  4. Great infographic! like you, I believe its a good decision by Google to encourage websites to become mobile friendly as the use of smart phones purchase, research etc. is only increasing. I use my iphone for social media predominantly (like most of us) and for researching products, stores or maybe something I’ve seen on TV or heard. I’ve only just started shopping online so I’m still new to it and probably wouldn’t purchase off my phone just yet! But I think I definitely will down the track, especially as I am only growing more and more attached to my phone!

    • I completely agree, I think while I probably wouldn’t buy something on my mobile now (mainly because it’s too damn hard!) it’s definitely something I will probably end up doing in the future. Just another reason to continue this love affair with my iPhone šŸ˜› I hate visiting websites that aren’t mobile-friendly – bring it on! Thinking maybe we’ll see some cool mobile app shops in the future šŸ™‚

  5. Good work with the infographic!
    For some reason I think shopping online using my phone isn’t terribly safe – probably I’m afraid that my phone will save my details and if I lose my phone or it gets stolen then there goes my info… not sure how rational that is. But having apps is a great idea for most companies, and Google’s push to make websites more mobile-friendly is great – nothing worse than trying to work a website on your phone when it doesn’t adapt to mobile settings!

    • Completely agree. The security issue is definitely a common concern for a lot of people. The information search is more critical I’d say – if a brand makes it too hard for you, chances are you’ll find a more convenient alternative šŸ™‚

  6. I am new to the smart phone. I had facebook on there for about 2 days but realised I was getting addicted to it. So I deleted facebook, made sure I didnt download any (many) apps and so now I only really use it as a phone, camera or google maps. I am yet to purchase anything on it. Btw I love the graphic you created. Really creative!

    • Thank you šŸ™‚ I find it so much easier to read stats this way (can you tell I’m a visual person?) – there are some cool sites you can use for free (though the paid versions have better themes usually) if you get a chance, give it a go šŸ˜Š so most of your information searching on mobile now is about geography. Fair enough, it is very easy to get addicted to your phone through apps (I’m actually writing this comment from the WordPress app on my phone)!

  7. I rarely use my smartphone for do research of a product because I’ve done it all using a laptop (always prepared before going out n shop). Most of the time, I just use smartphone to waste the time during a journey in a public transport, looking for news/tweets/updates.
    For me, laptop is still over smartphone to do the money stuffs like online purchase and banking, gives me the feel of security.

    • That’s fair enough, many people share these concerns. People used to say the same about shopping online from a desktop or laptop, will be interesting to see m-commerce evolve over time as mobile retailers become more sophisticated and people become more trusting in the technology

  8. Great visual Natalie!! Its really easy to see and a good way to know how the smartphones market is like in Australia. Personally, I used my phone mostly on social media, checking my mails as well as having a little fun over Candy Crush. However, it will take a lot for me to make purchase through my mobile because I find the screen pretty small and because of the touch screen interface, somehow I felt not secure to make purchase especially typing my credit card detail.

    • The small screen size is definitely a barrier to shopping on mobiles, and most retailers haven’t figured out mobile properly yet either. Hopefully we’ll see some cool mobile stores in the future, but I think it will take time for consumers to trust m-commerce šŸ™‚

  9. Hey, I have to admit that I am a heavy user of smartphone, spend most of my time in social media and research. I prefer to use smartphone over laptop. Ebay, Ozbargain and Catch of the day will always be my top three lists for me to do my online shopping and glad that there are mobile apps for Catch of the day and eBay which save my time to browse through their website.

    • Ahh, another smart phone addict – glad I’m not alone! šŸ™‚ wow, so you’re actually more likely to buy a product from your mobile than your computer? There are some good apps out there – hopefully we’ll see a lot more in future šŸ™‚

  10. Spot on Ms Patricia,

    If you are thinking about creating a new website for your company, the word ‘responsive’ must be one of the first things you will hear from your web designer. If you create a non mobile-friendly website, you may as well don’t build anything. In many industries, over 50% of the traffic a website gets, will be from a mobile device (phone/tablet).

    Check out this article that explains a little bit more as to why your site should be RESPONSIVE

    http://www.jerichodc.com/blog/responsive-email-%E2%80%93-the-future-of-your-inbox

    Love the infographic, did you made it yourself? if so, well done, amazing skills šŸ™‚

  11. I use my smartphone for absolutely EVERYTHING! Social Media, Banking, Shopping, Entertainment..you name it! But I have to admit I try and steer clear from sites which don’t have a mobile friendly view option because its just too difficult to try and zoom in and read all the tiny text!!

    • Same! It can be really annoying trying to navigate around a site that’s not mobile friendly. Hopefully with Google’s help we’ll start to see more mobile optimisation happening šŸ™‚

  12. You’re not alone natalie!!!! I’m addicted too! use it for everything and nothing. email, research, GPS, banking, games, entertainment. It doesnt stop. I’d get pretty annoyed if I received ads on my phone though. email is another thing because I can filter them. But if it became like youtube where i have to wait 10 seconds before i can watch something, I would probably use my phone less and less or get another phone.

    • That’s a fair point, and brands should be careful about how they use mobile marketing. A well designed app could work really well though – like an app from a cosmetics brand that has different make up tutorials šŸ™‚ that could be really handy. Glad I’m not the only one out there šŸ™‚

  13. Really interesting post.. people use their phones for everything today and I think in time it will be the only way businesses can really target target markets…

  14. Pingback: Eleventh-hour save; the value of convenience | Apple's Orchard·

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