The exponential growth of the mobile Web is shifting the digital landscape. On any given day, nearly 60 million US users access the Web via mobile devices, according to the Pew Research Center. In fact, research firm Gartner is projecting mobile phones to bypass PC’s to become the most popular devices used to access the Web by 2013.
Mobile eCommerce (m-commerce) is exploding in 2010 as well. Due to improved browser and device capabilities, easier mobile transactions, and increased confidence in mobile data security, ABI Research is projecting US m-commerce to double to nearly $2.4 billion by the end of this year.
In order to thrive in this new global environment, businesses must have a solid mobile strategy in place. Web content must be mobile-friendly and accessible to users across a broad variety of smartphones and other mobile devices.
Mobile accessibility issues can take a significant toll on eCommerce in particular. According to Compete, 8% of smartphone users have been unable to complete a particular purchase from their phone. Of these, 45% said that the site would not load correctly on their device, while another 38% left because the site was not developed specifically for mobile use.
A comprehensive mobile optimization strategy can ensure that businesses leverage the convenience and ubiquity of mobile users. It can enable m-commerce, provide a richer and more interactive user experience, enhance branding, and drive consumers to brick and mortar locations.
A mobile Web strategy is no longer the exclusive luxury of early adopters and tech-savvy companies. Mobile optimization is a critical component of any successful business strategy and an important way to reach cosumers, spread brand awareness, and generate revenue in 2010.
