According to forecasts, mobile users’ rate is expected to further rise by the year 2020. A lot of people usually connects to the internet using their mobile devices. Mobile usage became an advantage to mobile companies, telecoms, as well as big corporations. Small and medium businesses also benefit to the increasing rate of mobile consumers around the world.
Mobile usage
The increased rate of mobile users worldwide are the target consumers of many businesses and entrepreneurs. Traditional businesses are either creating or transitioning to a mobile counterpart to cater existing and potential mobile customers.
Due to the increased mobile use, it led to the remarkable growth of many mobile applications. With the help of e-commerce and mobile applications, many businesses successfully established their online presence. However, businesses may have a hard time keeping up with the competition. This happens especially they lack the proper understanding of the needs and behaviours of mobile users.
Understanding the mobile users
Smart Insights conducted a research about the behaviour of mobile and internet users. Mobile users (51%) typically spend 3 hours of their time using their mobile device. It became a part of the daily routine. Compared to computer users (49%), mobile users have the bigger rate. It shows that mobile is the most preferred way to connect to the internet.
80 percent of internet users own a mobile device such as smartphone or tablet. They are aged between 13 to 44 years old. According to eMarketer, the majority of mobile phone owners are 13-17 years old (84%). This shows how big the mobile industry is and its potential for different businesses online and offline.
The mobile industry is an ideal marketplace because of its huge global rate of mobile users. Here are some facts about them:
- Wants it quick and easy
Mobile users typically search for instant answers using their portable devices. However, they become agitated when they cannot find what they are looking for.
- Mobile users are impatient to slow-loading features.
The speed matters a lot to them because they are always on-the-go. Mobile users expect a seamless experience when navigating the page. They only take minimum effort to understand the features and navigation of the app or website.
- Doesn’t take much effort understanding the navigation
Mobile users may find it difficult to figure out how the interface works. To avoid bad user experience, the interface must be simple and understandable at first glance. The interactive elements of the website or app must be visible and clear. The layout should also be prioritised because it conforms to the size of the mobile screens.
- Short attention span
Viewing and staying on the page via mobile is shorter compared to desktop users. The mobile interface may affect their readability. They usually scan through the pages quickly compared to those who use desktops.
To ensure that the website or app will have a good bounce rate, important content should be in the right placement. Calls to action and other important information must be large enough to be seen and read easily. This could also help in avoiding misclicking.
- Likes the convenience
Mobile users tend to use the convenience offered by mobile services. The shopping experience has been changed by mobile commerce because it provides an easier way to purchase goods and avail services.
- Prefers to type less
They choose to use the swipe, gestures, and tap features of mobile devices over typing.
- Loves to make use of in-app features
Many mobile apps use the in-app features of the device such as location sharing, camera, push notifications, and more.
- Hesitant in making online transactions through mobile
Mobile is convenient to use but it has its risks. A secured payment system is required to ensure the safety of users against fraud and identity theft. Badges and verification notes added to the payment gateways also give assurance to customers using mobile site or app.
Businesses in the mobile setting
Aside from understanding the importance of going mobile, learning about the target audience must be considered to keep up with the competition. Most businesses fail to compete with others due to the difficulty of tapping their potential consumers. Digital marketing can be used to formulate concepts and strategies that would help in boosting the profitability of the business.
Mobile users nowadays engage more on apps compared to mobile sites. It is important to have a mobile-friendly website but launching an app for the business is also a competitive edge. Moreover, an in-depth understanding of the characteristics, habits, and actions of mobile users can help in refining the mobile strategy. It is also a way to fully tap the potential of the mobile marketplace.
