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Ahead of the Curve: Mobile Browsing Trends

Mobile bandwidth has been steadily increasing, mobile usage is at an all-time high, and Smartphones have become nearly ubiquitous: so, what does that mean for your Website?

Should you place more resources in a mobile marketing strategy or should you concentrate on more traditional channels? Before making a decision, let’s examine the trends.

According to data compiled by Pingdom, mobiles account for roughly 10% of all Web traffic. While that share of global usage may seem small, the trends behind the number point to a dramatic change in browsing habits. From 2010 to 2012, mobile browsing increased 69% in North America, 183% in Europe, and an astounding 192% in Asia. According to Cisco, mobile data traffic more than doubled from 2011 to 2012. By 2016, it’s expected to increase another 18-fold.

Mobile browsing: percentage of all web traffic (May 2012)

In a number of countries, mobile traffic has already overtaken traffic from more traditional sources such as desktops and laptops. Mobile Internet usage as a share of total Web traffic tops 50% in Zimbabwe and Nigeria and is expected to crest above 50% in India by the end of the year. Overall, if these trends continue as predicted, by 2014 mobiles will be the primary source of global Web traffic.

So, what action can you take now to avoid chasing mobile users later?

  • Make sure your Website works properly on mobiles. Even if you don’t specifically target mobile users yet, ensure that the critical features of your site work properly on mobile browsers
  • Take advantage of mobile-specific enhancements. If you have a contact form on your site add a “click to call” link to allow site visitors to instantly connect with you
  • Enact a social marketing strategy now if you don’t already have one. Some of the most popular apps on mobiles relate to social networking and location-based services and you must maintain a presence where users are looking for you
  • Plan to specifically target mobile users and launch mobile-centric site features in the near future. Your site will need to specifically cater to the needs of your users if you want to maintain relationships with them

By following these few simple tips you can ensure you’re ahead of the curve as mobile traffic explodes over the coming years. Any other tips or suggestions? Let us know.

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