New research from the Internet Advertising Bureau has highlighted the growing evolution of the mobile market, discovering that 40 per cent of the top 100 brands in the UK currently have a website suitable for viewing on a smartphone handset.
The study, which analysed the growing proliferation of mobile-optimised sites, focused its attention on consumer interaction with these domains via an iPhone or Android handset. The survey found that consumers visiting a site on a mobile handset spent five minutes on average on-site. This compares to an average of three minutes for those consumers browsing a website on a desktop platform.
Furthermore, the research also looked into the engagement rate of those consumers visiting via mobile; those visiting on a handset looked at an average of 19 pages per visit, 33 per cent more than if the site was not optimised.
Speaking about the research, IAB senior mobile manager Alex Kozloff said:
“This study has shown that, across a number of measures, optimising websites increases consumer engagement. Though it is encouraging seeing that 40 per cent of the top UK advertisers are sitting up and listening to this, we still have work to do with the rest.”
The research adds further evidence to the continuing evolution of mobile consumer behaviour; that those using a handset to peruse a company’s online presence are more engaged than those visiting via a desktop PC or laptop. Indeed, the survey adds further pressure on organisations to integrate mobile contact into their customer management CRM systems. As mobile usage becomes more prevalent, more businesses will be aware that their customer experience management does not adequately deal with enquiries from the handset consumer.
You can find more about our mobile customer service experience here. Alternatively, contact one of the numero team for more information about how to improve customer service across this particular channel.
