Understanding a Customer’s Mobile Experience

Many of us continue to hear about the necessity of having our business accessible via mobile. What does that mean exactly? Can we just duplicate what’s working on the web to mobile?

A mobile experience is vastly different from a web experience. Think about how many times you visit a website on the web to only be frustrated by the usability of the site. Imagine how that experience translates to mobile. Businesses must see the two experiences as polarizing forms of interaction.

With mobile, you must pay close attention to how a message will be consumed. For instance, will deals be delivered to a customer’s mobile device when they check into your store? Are they receiving your message at home or work?

To ensure a positive impact on a customer’s experience with your brand, embrace the various ways they will interact with your business. Be sure to craft your mobile marketing messages based on how they will consume them.

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10 Eye-Opening Mobile Usage Statistics of Consumers

Throughout the typical day, how often do you have your cell phone within arm’s reach? I’m guessing if the phone isn’t in your pocket then it is sitting right next to you. Keeping your own phone usage behavior in mind, more often consumers are using multiple screens to get what they need. A consumer’s search is no longer limited to the desktop.

The smartphone has become an extension of many of us above all else. As a result, when you need to find something, you are more than likely going to grab your smartphone and initiate the search.

In a recent Google study, they provided insights into just how impactful a mobile-friendly site is when turning visitors into customers. Let’s check out 10 eye-opening statistics:

1. 61% of people said that they’d quickly visit another site if they didn’t find what they were looking for right away on a mobile site

2. 67% of people are more likely to buy from a mobile-friendly site, so if that site is not yours, it’s your competitors

3. 96% of people say they’ve encountered sites that were clearly not designed for mobile devices even though nearly 75% of people prefer a mobile-friendly site

4. 74% of people say they’re more likely to return to a mobile-friendly site in the future

5. 67% of people say that they’re more likely to buy a site’s product or service when they visit a mobile-friendly site

6. 50% of people said that even if they like a business, they will use them less often if the website isn't mobile-friendly

7. 48% of people say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly

8. 36% of people said they felt like they’ve wasted their time by visiting sites that are not mobile-friendly

9. 52% of people said that a bad mobile experience made them less likely to engage with a company

10. 48% of people said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business

These statistics clearly illustrate the opportunity for your business to give consumers what your competitors perhaps aren't. How do you see your business evolving with mobile?

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How Consumers Use Multiple Screens to Get What They Need

In our “always on the go” lifestyles, consumers have evolved their digital consumption behaviors to reflect our current multi-screen worlds.

As a result, it’s imperative that you understand consumers’ behaviors across the multiple platforms. In Google’s new report, The New Multi-screen World: Understanding Cross-Platform Consumer Behavior, they provide the statistic that 90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV.

What does the multi-screen approach mean exactly? Say for example that you need to book a dinner reservation for a big meeting. You start searching on your smartphone for the best hot spots in town to get a better idea of where to host the meeting. Later on in the morning, you continue the search on your laptop now that you are in the office. And finally, once you have the perfect restaurant in mind, you book the reservation on your PC later on that night. The multi-screen approach proved to be more convenient in your search for the ideal restaurant.

The importance of structuring your online presence for mobile, tablets and multiple screens becomes more of a necessity every day. It’s crucial that you understand how consumers want to interact with your brand and adapt to those needs.

Google’s full research report explains further useful statistics and findings on the topic.

How is your business accommodating this behavior?

Like this post? Connect with Erika Barbosa on Google+.

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Which Technology Would You Miss The Most?

I just returned from an amazing mini-vacation where I was literally disconnected from technology and media. Disconnected from the web. Disconnected from my phone. Disconnected from television. Disconnected from radio. I stayed at a charming guest house that had free Wifi but since the cell service was non-existent, I decided to take my vacation concept one step further. I had a technology-free vacation. No use pulling out the laptop when you're having fun skiing a mountain, relaxing in the hot tub, enjoying a home-cooked gourmet meal or drinking some top notch wine, right? It was nice to focus on people instead of being tempted by the digital screen. I think it made my time in the mountains that much more meaningful.

Here's what I noticed about the technology... I missed my mobile device connectivity the most. It was easy to stay away from the television when there were so many interesting people to chat with. It was even easier to refrain from dragging out the laptop and logging on because it seemed like such a chore after a great yoga class. What wasn't so easy was NOT picking up the HTC MyTouch to text, call or connect with friends who weren't there. I specifically missed...

• Facebook status updates and being able to upload photos to my page
• Texting or calling friends while on the mountain to coordinate a meet up (because someone, usually me, always gets separated from the group)
• FourSquare check-ins (who doesn't want to check-in on a mountain?!)
• Yelp access to check restaurant ideas for the NYC leg of my trip

So I wonder, 10 Golden Rules reader, given the same circumstances, is there a particular technology or software you think you would miss most? Share in the comments.

Mobile Technology: A Glimpse at the Future

I’ve come to realize this past week – cell phone shopping has really become difficult [at least in my opinion]. There are so many choices now from the “Droid Does” to “There’s An App for That!” Where do I begin? It is amazing just how far along cell phone technology has come.

Twitter founder Jack Dorsey, revealed this week the highly anticipated “Square.” What’s that you ask? CNN has provided the following information, “Square, a tiny cube about an inch in length, contains a magnetic strip reader that allows users to swipe and read credit cards, then deduct payment on or offline through a downloaded application that communicates with card issuers in the same way as retailer devices. Customers then use their finger on the phone's touch-recognition screen to sign their name to the transaction.” Shopping will soon become even more convenient with the Square, which will allow us to integrate more activities into our busy schedules.

Mobile technology is not just advancing from a technical standpoint but also social. I’m sure you’ve noticed every other commercial on the television seems to be for a new cell phone with Facebook.com or some other type of integration. Now we are all set – we can watch videos on demand, tweet and post to our walls all from the palm of our hands. We are less and less restricted to our desktop and laptop computers.

In conclusion, the mobile space is continuously growing and has an endless future for advancement. The Square is giving us the opportunity to be on the go that much faster with a rapid payment method; while integrated social features allow us to always be connected to our friends and family. So, at the end of the day with so many options – I am still undecided on my cell phone upgrade.

iGoogle Faster and Smarter for Mobile Devices

Google recently released a new beta version of iGoogle for iPhones and Android powered phones such as the G1. Available in 38 languages, the new version supports tabs and third-party gadgets in an attempt to make mobile iGoogle faster and easier for users.

Some of the new features include the ability to rearrange your gadgets and the ability to keep your favorite gadgets open for the next time you visit. For feed-based gadgets, in-line display of articles is now available so you can read article summaries without leaving the page.

One of the drawbacks of the new mobile iGoogle is that it does not yet support flash.

Apple sells 1 million iPhone 3G in a weekend

Despite widespread activation problems, Apple said Monday that it sold its one millionth iPhone 3G on Sunday, just three days after the new handset launched worldwide on Friday, July 11.

"iPhone 3G had a stunning opening weekend," said Apple chief executive Steve Jobs. Last year, Apple managed to sell just 270,000 iPhones during the first two days. Although the Cupertino-based electronics maker did not release a three day tally for first-generation iPhone sales, it would take the company nearly two and a half months to sell its one millionth unit. "It took 74 days to sell the first one million original iPhones, so the new iPhone 3G is clearly off to a great start around the world," Jobs added. Unlike last year when opening weekend iPhone sales took place exclusively in the United States, this year's roll-out was helped by simultaneous launch in 20 addition countries, including Australia, Austria, Belgium, Canada, Denmark, Finland, Germany, Hong Kong, Ireland, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Portugal, Spain, Sweden, Switzerland, and the UK.

The new iPHONE 3G now offer a bunch of improvements like connection to the new 3G networks which is most faster than the EDGE networks, it has a GPS based on Google maps, support for Microsoft Exchange and access to the iTunes Applications store, so now you can buy or get free applications for your phone. There are cool applications for free like AIM, Facebook and AOL Radio. The applications are very limited for now but thanks the new SDK we will see a bunch of interesting new apps in the near future. This revolutionary phone is repaving the mobile industry to a next level.

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