Recently released research from the IAB reveals that some of the top consumer brands in the UK are beginning to sit up and listen when it comes to mobile optimisation.
This interpretation of a new attitude is based on the massive jump from Google’s 2011 ‘think mobile’ research, which found that 79% of long tail brands didn’t have a mobile-optimised site: IAB’s 2012 research finds that nearly 40% now do. An impressive turn around in just a year.
However, there are still some industries that have failed to answer the siren call of the mobile world. For instance, the restaurant industry where an astonishing 95% of independent restaurants have no mobile site- despite an estimated half of all visits to restaurant sites being via mobile!
But this is no time to be complacent, because in the pharma industry we’re not too hot either. Indeed, according to research conducted by PMLiVE, only two of the top ten pharma companies currently have a mobile version of their corporate website. Take a bow Abbott and Pfizer. And, yet again, I am singing the praises of Boehringer Ingelheim as it appears that they’re also leading the pack when it comes to the best of the rest.
So what’s the big deal? Surely it doesn’t make that much of a difference? After all, non-optimised websites are still accessible via mobile, even if they don’t perfectly fit the screen?
Actually, it is a big deal, for several key reasons..
According to a ComScore’s June report on online browsing, the number of mobile internet users are predicted to surpass desktop users by 2014. And note, that’s by 2014, which means, during 2013, which means it’s all starting to look jolly soon. Let’s face it, ‘Book your Christmas Party with us!’ emails are going to start landing in your inboxes any day now, and then it’s just a hop, skip and a bad hangover before 2013 bursts upon us in all its mobile-optimised glory.
So it’s time to realise that we don’t have too long to deal with the fact that very soon we’re going to be alienating the majority of internet users.
This isn’t some kind of Doomsday scenario either- to again quote the IAB research- mobile-optimised websites can expect to retain their visitors’ attention for a full two minutes longer than standard websites. When we’re talking about a non mobile-optimised average of three minutes, an additional two is a pretty hefty extra dollop of consumer interaction. Not only this, but visitors also visit an average of 33% more pages on mobile-optimised sites- these are not statistics that we can afford to sniff at.
So let’s not sniff at them. Let’s embrace them. Let’s go mobile. After all, we don’t want to end up suffering from satirical attacks like this one, do we?
Dr Vivienne van de Walle offers 9 steps pharma companies can take to improve clinical trials based...
But just when is access really early, and what are the options for companies to consider in 2015?
In the last column, I talked about what works in adherence and drew some parallels between pharma...