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What is mobile-friendly? A look from the user perspective - Bas van den Beld - #SMX

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I spoke at #SMXMunich 2016, alongside the amazing Cindy Krum​. We had a session about mobile user experience. I was up first to 'set the stage', making people think about how people are actually using mobile device these days and what 'mobile-friendly' actually stands for.

I summarised my talk in an article here: http://www.stateofdigital.com/mobile-friendly-user/

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What is mobile-friendly? A look from the user perspective - Bas van den Beld - #SMX

  1. 1. Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com Mobile: A look from the user perspective @basvandenbeld Speaking, Consulting, 
 Publishing, Training
  2. 2. @basvandenbeld The Mobile Phone changed my life…
  3. 3. Let’s go back to 1999… @basvandenbeld
  4. 4. @basvandenbeld
  5. 5. @basvandenbeld
  6. 6. @basvandenbeld In 2000…
  7. 7. @basvandenbeld By early 2002…
  8. 8. Fast forward to 2016… @basvandenbeld
  9. 9. @basvandenbeld
  10. 10. @basvandenbeld
  11. 11. @basvandenbeld
  12. 12. @basvandenbeld 74% (+9% YoY) of Germans use a smartphone. That’s 51 million people! From: Bitcom Research
  13. 13. @basvandenbeld More than 4 in 10 teens in Germany own all three: a smartphone, a tablet and a desktop or laptop From: https://insights.fb.com/
  14. 14. @basvandenbeld Zalando grows web sales 36% in 2015 > $3 billion in online sales
  15. 15. @basvandenbeld Mobile accounted for 57.1% of total traffic +14.8% YoY App downloads more than doubled to 19 million
  16. 16. Mobile didn’t just change our lives, it is part of our lives @basvandenbeld
  17. 17. @basvandenbeld
  18. 18. @basvandenbeld “Multi-device teens in Germany have a very personal relationship with their smartphones, equating them to their “diary”—something that knows them well and keeps their secrets.” From: https://insights.fb.com/
  19. 19. @basvandenbeld THAT MOMENT YOU REALISE YOUR PHONE IS NOT IN YOUR POCKET
  20. 20. How do (search) marketers respond? @basvandenbeld
  21. 21. @basvandenbeld
  22. 22. @basvandenbeld
  23. 23. @basvandenbeld
  24. 24. @basvandenbeld Mobile-friendly isn’t just a readable website
  25. 25. What really is mobile-friendly? @basvandenbeld
  26. 26. Mobile-friendly is understanding… @basvandenbeld
  27. 27. @basvandenbeld Mobile-friendly = where is someone?
  28. 28. @basvandenbeld 1 in 4 admits to searching from the toilet…
  29. 29. @basvandenbeld Mobile goes beyond the device, it’s where someone is, no matter what device they use
  30. 30. @basvandenbeld Mobile-friendly = what are they doing?
  31. 31. @basvandenbeld
  32. 32. @basvandenbeld 59% of German multi-device teens use their smartphone when studying and 43% use it for studying From: https://insights.fb.com/
  33. 33. @basvandenbeld Mobile-friendly = how does someone use their device?
  34. 34. @basvandenbeld 70% of millennials use voice search Microsoft
  35. 35. @basvandenbeld Data Source: Microsoft Internal data, April 2015 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Speech Text Average Bing Ads searches more concentrated around 1-3 words Win 10 voice searches longer through the tail
  36. 36. @basvandenbeld Users expect more natural and conversational interactions with a search engine Google about Hummingbird - September 2013
  37. 37. @basvandenbeld Mobile-friendly = what are they using their device for?
  38. 38. @basvandenbeld From: https://insights.fb.com/
  39. 39. @basvandenbeld
  40. 40. @basvandenbeld
  41. 41. @basvandenbeld
  42. 42. @basvandenbeld
  43. 43. @basvandenbeld
  44. 44. @basvandenbeld
  45. 45. @basvandenbeld Our devices are now our personal assistants
  46. 46. Cortana SiriFacebook “M” @basvandenbeld
  47. 47. @basvandenbeld Mobile-friendly = knowing what does someone want right there and then?
  48. 48. @basvandenbeld
  49. 49. @basvandenbeld Mobile makes up 88% of all "near me" searches, with those mobile searches growing at 146% year over year. From: thinkwithgoogle.com
  50. 50. How should a marketer respond? @basvandenbeld
  51. 51. @basvandenbeld Think about the user: what do they need and use. What works for them.
  52. 52. @basvandenbeld
  53. 53. @basvandenbeld Mobile searches are full with intent across various stages of the buying process
  54. 54. @basvandenbeld
  55. 55. @basvandenbeld
  56. 56. @basvandenbeld You want to be there, but you need to be useful as well
  57. 57. @basvandenbeld UX = User Experience Mobile is the experience… Make it friendly…
  58. 58. Thank you! Bas van den Beld
 www.basvandenbeld.com www.stateofdigital.com nl.linkedin.com/in/basvandenbeld @stateofdigital 
 @basvandenbeld I tweet, share, and write about this stuff. 
 Get regular updates by subscribing here: http://std.al/joinstod Have Bas speak or train at your even or company consult? Get in touch!

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