Mobile Use Continues to Grow, but Desktops Still Relevant

Update February 7, 2017

Recent reports show Americans are relying on smartphones more than ever before. It’s hardly surprising given the dizzying arrange of tasks these pocket computers can perform.

However, conversion rates for mobile users still remain low compared to desktop users.

For businesses looking to hone their marketing strategies, it’s important to make your product or service attractive and available to all users. Both mobile and desktop users will continue to be relevant in 2017 and beyond.

Majority of households now cell-only

A majority of US adults, 52%, now live in cell-only households with no land lines, according to a recent survey. It should come as no shock that younger adults, those in the Millennial generation, are leading the change, with 71% having only cell service. The survey found Southerners are considerably more likely than their counterparts in the Northeast to only have a cell phone and that Latinos were the most likely racial demographic to ditch the landline.

This means consumers are relying on their phones more than ever to stay in touch with their friends and family. Consequently, they’re using their phones to search out local businesses as well. For more and more Americans, their smartphone is their go-to device in every situation from calling and texting to social media and doing research.

Wait a minute…

Mobile might seem like it’s now the dominant technology. However, conversion rates for mobile users remain stubbornly low. Conversion rates for desktop computer users are still three times higher (4.31%) compared to smartphone users (1.5%), according to a recent study. Considering this, desktop computers need to remain a major part of any company’s e-commerce strategy.

Nevertheless, technology will continue moving mobile as it has been during the last decade. In the US, 43% of all e-commerce is conducted through smartphones. It’s clear mobile users are feeling more comfortable using their phones for purchases too, with global average orders up to $106 in the fourth quarter of 2016 compared to $91 previously. And in the UK, now a majority of e-commerce sales come from smartphone users.

To maintain competitive edge, potential consumers need to be able to easily find your business regardless of the device they’re using. Then you need to impress those potential customers immediately with an eye-catching website. The challenges for companies looking to compete in 2017 are multiplying.

Marisa Fritzemeier

Angel of Innovative Artistry and Design for Viral Solutions LLC