We recently came across the excellent report ‘Mobile Commerce: What consumers really want’ from EPIserver, and thought we should share some of the stand out facts they report.

Hopefully all businesses realise by now that they need to have a mobile strategy in place.  UK smartphone ownership reached 58% in December 2012 and tablet ownership was up to 19%.  This will only continue.

Websites used more than apps

The survey looked at how consumers use their devices.   The first stand-out fact was that websites are used more than apps, a change from a year previous.

The lesson here is clear – ensure you optimise your website for mobile, before you develop an app.

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The basics of mobile design

While we’re on this topic, five key points to ensure you include in your mobile design are:

  • Make your Call To Action buttons larger
  • Reduce the number of options for text entry
  • Don’t use pop-up windows
  • Match the branding to your main site
  • Ensure you have automatic redirects in place for mobile browsers

A well-designed and optimised site is essential.  The survey also showed that 54% of users simply leave a site when they run into difficulty.


Is a tablet a mobile device?

In our opinion a tablet is too often regarding as a mobile device when it should be considered a substitute for desktop/laptop.  This is backed up by the figures in the report: 80% of tablet owners said the place they used it most often was ‘at home’.


Target public transport

More interesting were the locations that people access the internet on their mobile phones.  The most common location after the home was on public transport, where a third of users regularly access the internet.

With that in mind, integrated campaigns that link exposure to a brand via public transport, such as the Metro newspaper, can be used to promote mobile-specific campaigns.


By Iain Martin