Why mobile is important
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Mobile website traffic is on the increase but still often overlooked. This presentation gives an overview of why you should always keep mobile in mind when building websites.
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Why mobile is important
- 1. Mobile Optimisation Why mobile is key to the success of your website
- 2. How much traffic comes from mobile?
- 4. …now close to 50%
- 6. …also on the increase
- 8. When do people use mobiles?
- 9. What do people use mobiles for?
- 10. People are doing more with mobile
- 11. Mobile Myths “Generally mobile users are on the move and are going to use your site to do basic research or price comparison.”
- 12. Mobile users are on the move
- 13. Mobile Myths 60% OF SMARTPHONE DATA IS CONSUMED INDOORS NTT DoCoMo
- 14. Mobile users are easily distracted
- 15. Mobile Myths Mobile users may be more focussed than desktop users, it all depends on the context…
- 19. Build for the context, not the device
- 21. Three types of mobile site RESPONSIVE - the website ‘responds’ to the size of the screen. It’s one design that reacts to different screensizes and devices. MOBILE SITES - a version of the site created specifically for mobile devices. This is a completely different versions of the site. MOBILE APPS – an app needs to be downloaded on a device. Used more like software than a website but can be useful for sites where users engage regularly, e.g. eBay.
- 22. PROS • CONSISTENT USER EXPERIENCE • EASIER TO UPDATE • SEO BENEFITS • EASIER TO SHARE CONTENT • FUTURE FRIENDLY CONS • MORE PLANNING • LONGER PAGE LOAD TIMES • BOOKING FORMS DIFFICULT • LIMITED ACCESS TO PHONE FEATURES
- 23. PROS • QUICKER LOAD TIMES • EASIER TO MATCH USER INTENT • EASIER TO ANALYSE DATA • NO NEED TO HIDE CONTENT CONS • LONGER TO UPDATE • WORSE FOR SHARING • WORSE FOR SEO • LESS CONSISTENT USER EXPERIENCE
- 24. PROS • ACCESS PHONE FEATURES • SAVE USER DATA EASIER • QUICKER LOAD TIMES • AVAILABLE OFFLINE CONS • USERS HAVE TO OPT IN/INSTALL • NO SEO BENEFIT • HARDER TO SHARE • MORE EXPENSIVE TO DEVELOP • APPROVAL PROCESS LONG
- 25. Whatever you use… Make sure it’s fast! 74% OF VISITORS WILL ADANDON YOUR SITE IF IT TAKES MORE THAN 5 SECONDS TO LOAD
- 26. Social Networks 56% of people use their mobiles for social networking every day…
- 27. Mobile usage for Social Networks
- 28. Mobile usage for Social Networks
- 29. Mobile usage for Social Networks
- 30. Mobile usage for Social Networks
- 31. Mobile usage for Social Networks
- 32. Mobile usage for Social Networks
- 33. Mobile usage for Social Networks
- 34. Mobile usage for Social Networks
- 35. In Summary… • Mobile usage is huge, and getting bigger! • Don’t make assumptions on people just because they’re mobile users • Mobile usage peaks on commuting hours • Social is one of the most popular uses of mobile • Make sure sites load quickly on mobiles • Don’t just replicate your desktop site • Test your site on mobile, is it a good experience? • Don’t ignore you mobile audience!
- 36. Thank you Luke Hay Research & UX Director @noporkpies
Editor's Notes
- Mobile traffic is increasing…fast
- In January last year mobile traffic (phone and tablet combined) was less than a quarter of total traffic, by December it was over a third.
- It’s now close to 50% and is predicted to make up the majority of all internet traffic as early as next month!
- Over 60% of people in the UK have smartphones. More than 90% of 18-24 year olds have them. While the % for older people is much lower there are still nearly a third of over 55s with smartphones, and this will only increase over time.
- It’s clear to see the rise in phone ownership in the UK.
- …and future generations will grow up without knowing a world before smartphones.
- People use different devices at different times of the day. Mobiles are popular with commuters while tablets are most popular during evenings.
- Social is big on mobiles, but we’ll cover this more later on.
- People are becoming more comfortable using mobiles to buy expensive products. The travel industry is one area where mobile purchases are growing quickly.
- Let’s have a look at a couple of mobile myths…
- Are mobile users always ‘on the move’?
- The majority of smartphone data is consumed indoors. Mobiles are very popular as ‘second screens’ where people use their phones while watching TV.
- Another myth is that mobile users are easily distracted
- This all depends on the context though.
- Looking at this we’d expect the person using their desktop at home to be able to give our website more focus, however…
- Mobile users may be able to focus better. They might have more time and fewer distractions. They may have a keyboard extension making it easier to use the phone. They will often have headphones to block out distractions.
- At home there are always a lot of things to distract people on websites. This could be the TV, cooking dinner or demanding kids!
- Two different apps but users may have both and will use the appropriate one depending on their context
- We’ve all been frustrated with poor mobile experiences in the past. These are three different types of bad experiences: Too much going on A site that doesn’t work at all on mobile And Annoying popup messages
- There are three different ways to improve your site on a mobile.
- Generally the preferred option for a lot of sites.
- Used by some still, but difficult to keep up-to-date with new devices and screen sizes being developed constantly.
- Only really useful for very popular sites that get used regularly.
- Time is even more important on mobile sites. At the risk of sterotyping mobiles will sometimes have slower connections so a quick site is vital.
- This graph shows the things that people do on their phones every day.
- This shows that over two thirds of people using facebook do so from their mobiles. Do you think the % of twitter is higher or lower from that of facebook.
- How about instagram?
- …and linkedin?
- What about photo sharing site pinterest?
- ..blogging site tumblr?
- Video sharing site vine?
- And finally, photo messaging site snapchat?
- As we can see, mobile is a huge sauce of traffic for most of the major social networks.
- Here are the main mobile takeaways.