What the market is telling us“internet access viamobile is predicted toovertake internet accessvia a PC by 2014”Morgan Stanley, Internet Trends Report 2010 • 2009 – 8.5m mobile phone internet users (23% internet users) • 2011 – 17.6m mobile phone internet users (45% internet users) Ofcom 2011
Mobile friendlyMobile websites produce on average a75% higher rate of engagement pervisit (Omniture 2010)1 in 5 visits to mobile websites result in call to business(DudaMobile 2011)
What is a mobile website?• Optimised for mobile experience• Takes account of native mobile features• Simple navigation
Why mobile is importantto government?Accessibility – nearly 25% of internet searches are done onmobile (Google 2010). Smartphones becoming moreaffordable.Expectation – 73% UK smartphone users access mobileinternet at least once a day (Initiative 2010)Relevance – mobile device is instant, always on and alwayswith the user. Over 50% consumers use their smartphoneprimarily for personal reasons (Initiative 2010)
SMS: Health in Pregnancy Grant Campaign• sign up by email or text• text DUE and date to 83377• receive reminder when grant can be claimed• promoted on the web and via leaflets distributed through GP practices and maternity clinics• 30,000 sign-ups in first three months of campaign – three times more than forecast
Other opportunities• SMS• QR codes• Augmented reality• NFC• Mobile payments
In summary:• Mobile should be a key element of the proposition• Mobile internet usage is increasing – now is the time to get involved• Important channel – make information available to the user when and how they want it
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