In the rush to embrace mobile, it’s easy for businesses to neglect their desktop sites, but most conversions still happen via this method, so it is not advisable to disregard your desktop site completely. The best scenario is to have sites for multiple platforms; after that, it’s a matter of deciding whether you want a standalone mobile site, a responsive site that copies the desktop layout onto mobile, a task-oriented mobile app, or a hybrid solution.
Statistics on Mobile Usage Continue to Skyrocket
- 71% of total digital minutes spent online in the United States come from mobile. That climbs to 75% in Mexico and a whopping 91% in Indonesia. The UK trails a bit behind at 61%.
- In the US, adults spend an average of 87 hours a month online on a smartphone compared to a desktop.
- Almost 70% of American adults use both desktop and mobile platforms, with desktop-only and mobile-only user numbers both hovering around the 15% mark.
It's important to note by these statistics that it's not all shifting from desktop to mobile… much of our users' behavior is shifting to desktop AND mobile. As an example, I often shop for products online via my mobile device while I'm watching television. But I don't actually make the purchase until I can view the product on my desktop where I can see much more detail in product photos, etc.
The opposite is true as well. Many times people at work will discover an article or product online, then save them on their mobile device to view later. While mobile is becoming the go-to, it's not always the default.
As mobile push, near field communications, and geolocation become intelligent engagement tools on mobile applications, I find myself using apps more and more as well. One example is the local supermarket, Kroger. Their mobile app instantly alerts me when I walk in the door to my local Kroger and it reminds me to open the app and look for specials. Not only that, their product inventory also tells me which aisles that I can find the products in. That targeting and timing is built into apps, but not always accurate via a mobile web browser.
This infographic from ERS, a managed IT support services team, discusses the various options for consideration when migrating your desktop website and optimizing it for mobile. It also discusses when a business may wish to target mobile with a completely separate mobile website, a website that's responsive to either mobile or desktop, a mobile application, or some hybrid solution of each. GoDaddy, for example, has a great mobile app called Investors that makes it simple for people interested in domains to find and purchase them… it's a niche product but much easier than the website to use.