The Mobile Tipping Point: Are We There?

Throw away your desk­top. Close your lap­top. In the blink of an eye, the “old way” has been replaced by mobile tech­nol­o­gy in all its forms: cell­phone, tablet, mini-tablet and even, to a cer­tain extent, advanced in-car telem­at­ics.

What the mass adop­tion of mobile means is noth­ing short of a tip­ping point, a shift in behav­ior when the tech­nol­o­gy that gives us more free­dom becomes the first, sec­ond, and pre­ferred way to use the Inter­net.

Key Points

  • 20 per­cent of your web­site vis­its are mobile
  • 1 bil­lion peo­ple will use mobile devices as their pri­ma­ry inter­net point by year-end
  • 102 mil­lion peo­ple accessed Face­book exclu­sive­ly via mobile in June

Mobile Changes eCom­merce
Clos­er to home, local ad fore­cast and mar­ket firm BIA/Kelsey pre­dicts that the num­ber of local search­es com­ing from smart­phones will out­pace those from PCs by 2015. Accord­ing to Google, local search­es make up 40 per­cent of smart­phone activ­i­ty.

The real impact, how­ev­er, isn’t nec­es­sar­i­ly growth rates or rev­enue. It’s in behav­ioral changes and the increased expec­ta­tions that come along for the ride. Accord­ing to Rus­sell Black­stone, e-Com­merce Direc­tor at Hewlett Volk­swa­gen, that’s a prob­lem. “The mobile plat­form is one of the most neglect­ed areas in the indus­try, and in need of vast improve­ment.”

Deal­er­ships: Late to the Game?
Fig­ur­ing out how mobile works in a dig­i­tal world already crowd­ed to the point of burst­ing with new gad­gets and giz­mos is extra­or­di­nar­i­ly com­plex. Indeed, Scott Gale, tech­ni­cal evan­ge­list for Dealer.com, said that one of the biggest chal­lenges is “the frag­men­ta­tion of con­tent among all mobile devices…”

So — Are We Mobile?
Mobile is just about as low fun­nel as you get. “The mobile touch may be the last inter­ac­tion you have before they get to your deal­er­ship. It’s very low fun­nel; deal­ers sim­ply have to have a mobile expe­ri­ence — it’s not an option.”  Con­sid­er­ing that JD Pow­er, in their recent MWES study, made clear the require­ment that automak­er sites be mobile AND desk­top friend­ly, it’s clear the shift from a desk­top world to a mobile uni­verse is already tak­ing place.

Bri­an Chee is edi­tor of Dri­ving Sales. Read the full arti­cle here.

 

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