Why the mobile user experience matters
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Over 50% of web traffic comes from mobile devices, and users now spend significant time on their smartphones daily, indicating the importance of mobile user experience. Micro-moments drive consumer behavior, with many users expecting quick and relevant interactions, making it critical for brands to optimize their mobile sites and apps. Failure to meet user needs can lead to lost opportunities as immediacy and user intention increasingly influence purchasing decisions.
Why the mobile user experience matters
- 1. Why The Mobile User Experience Matters
- 2. More than 50% of all web traffic now comes from smartphone & tablets. *Google Analytics Data, U.S. Q1 2016
- 3. Users spend 177 minutes on their phones per day. *Flurry Analytics, Comscore, Q4 2014
- 4. admit that they get “anxious” when they don’t have their phone on them. 30% *Google Consumer Surveys, August 2015, smartphone users
- 6. Who are they? Where are they? What do they need? What Generation?
- 7. Baby Boomers Gen X’er Millennial Gen Z’s GENERATIONS
- 8. *Mitek and Zogby Analytics, September 2014 87% of millennials always have their smartphone at their side day and night.
- 9. Designing for your user’s Generation
- 10. Designing for your user’s Generation Just Swipe
- 11. Micro-Moments
- 12. Micro-moments occur when people reflexively turn to a device to KNOW something, GO somewhere, DO something, or BUY something. *Google
- 14. *Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015 When a brand’s mobile site or app helps a consumer easily find answers to their questions, 69% are more likely to buy from them
- 15. *Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015 48% of smartphone users are more likely to buy from companies whose mobiles sites or apps provide instructional video content.
- 16. MICRO-MOMENTS GO
- 17. * Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015 61% of smartphone users say they’re more likely to buy from companies whose mobile sites or apps customize information to their locations
- 18. Item is In Stock TARGET
- 19. Store Pick-Up BABIES R US
- 20. Order on the Go CHIPOTLE
- 21. Order on the Go CHIPOTLE
- 22. Order on the Go CHIPOTLE
- 23. Pay STARBUCKS
- 24. Pay STARBUCKS
- 25. *Starbucks corporation Q4 Metrics Starbucks mobile payments now represents 25% of all transactions, up from 20% in the year-ago quarter.
- 26. *Starbucks Corporations Q4 Metrics There are over 6 million Mobile Order and Pay transactions a month. 6M+
- 29. *Starbucks Corporations Q4 Metrics My Starbucks Rewards has grown by over 50% in the last two years *news.starbucks.com
- 30. MICRO-MOMENTS Do
- 31. *Google Data, U.S., q1 2014, Q1 2015 Searches related to “how to” on YouTube are growing 70% year-over-year.
- 33. *Consumers in Micro-Moment, Wave 3, Google/ Ipsos, U.S., March 2015 58% of smartphone users are more likely to buy from companies whose mobile sites or apps allow them to make purchases quickly.
- 34. *Consumers in Micro-Moment, Google/Ipsos, U.S., March 2015 82% of smartphone users consult their phone while in a store.
- 35. The sales funnel is changing. Intent beats identity. Immediacy trumps loyalty.
- 36. I WANT TO KNOW MOMENTS I WANT TO KNOW MOMENTS I WANT TO GO MOMENTS I WANT TO DO MOMENTS PURCHASE I WANT TO BUY MOMENTS I WANT TO GO I WANT TO DO PURCHASE AWARENESS INTEREST CONSIDERATION SUPPORT LOYALTY ADVOCACY PREFERENCE OLD NEW
- 37. Be relevant in their industry Connect them to the content they are in need of Your mobile experience has to be fast and frictionless Don’t interfere with their PERSONAL MOMENTS
- 38. Usability
- 39. *Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015 Only 9% of users will stay on a mobile site or app if it doesn’t satisfy their needs.
- 42. 1. Quicker Mobile Experiences 2. Call to Actions 3. Search 4. Campaigns 5. Analytics
- 44. Users expect to move through a brand’s mobile experience at lightning speed, and it’s all about immediate gratification. We need to be there for our customers.
- 45. What are your they doing? ANTICIPATE NEEDS
- 50. USABILITY Search
- 51. When you fail to be there, you’re simply handing opportunities over to your competitors.
- 52. *Google internal data, for 10 countries including the U.S. and Japan, April 2015 In many countries, including the U.S., more searches take place on mobile devices than on computers.
- 53. Top searches Trending searches Top search questions relevant to your category Ask yourself again – are you there? INTENT
- 54. Studies have shown that you can increase unaided brand awareness by 46% simply by showing up in mobile search ad results. *Google/Ipsos MediaCT, Search for Brands Industry Research Meta-analysis, 2013-2015
- 55. What device, time of day, or location? Is your approach tailored to being there? CONTEXT
- 56. *Google/Neilsen Life360 Mobile Search Moment Q4 2012 more likely to… visit store more likely to… call a business more likely to… make a purchase When people use mobile search to help make a decision, they are: 57% 39% 51%
- 57. *Google/Ipsos MediaCT, Search for Brands Industry Research Meta-analysis, 2013-2015 And more than half (51%) of smartphone users have discovered a new company or product when conducting search on their smartphones.
- 63. *Google/Ipsos MediaCT, Search for Brands Industry Research Meta-analysis, 2013-2015 Consumers look at native ads 53% more than display ads
- 65. Google Analytics
- 67. of people say they use multiple screens for everyday activities, such as booking a hotel or shopping for electronics. 90% of people who research on a smartphone go on to purchase on a desktop. 40% *Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015
- 68. Heat Maps
- 69. Heat Maps
- 70. User Testing
- 71. *Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015 Almost one trillion dollars in U.S. retail sales were influenced by mobile last year alone
- 72. So…Why Does The Mobile User Experience Matter?