More and more smartphone users are accessing retail content from their mobile devices, according to a recent study by digital metrics company comScore. This study, which includes findings for the month of July, shows that 4 out of 5 smartphone users (approximately 85 million) visit retail websites from their phone. This is an important statistic to consider as we enter the holiday shopping season, where the amount of traffic could significantly increase from these findings. If your website is not optimized for mobile devices, you could be missing out on an increasingly major part of your customer base.
The findings show that the big names like Amazon, Apple, and Wal-Mart saw the highest traffic from smartphone users. However the growing population of smartphone users and mobile shopping has become too significant to ignore for even small businesses. This change, while it might seem intimidating, should be seen as an opportunity for greater success. Many small businesses have inadequate websites, and if your competitors have not optimized their websites for mobile devices, you can entice more of their customers to your mobile website. If you can adapt your business to new audiences before your competitors, you will be more successful.
The study also delved into the demographics of smartphone users, to evaluate any differences in behavior. In terms of platforms, Android users amounted to higher traffic than iPhone users (47 million compared to 34 million). This is due of course to there being more Android smartphones on the market to begin with, but it is an important statistic to consider when designing your mobile website.
Another finding that small business owners may find interesting is the slight difference in behaviors between men and women on mobile devices. The study found that, while men and women are typically split in terms of who visits retail websites; women spend a longer amount of time browsing and shopping on the sites. This is a finding that could be beneficial for your small business for a few reasons. One example would be that if your audience is largely male, you should design your mobile site to grab their attention quickly, since they are more likely to leave the site sooner.
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