The time consumers spend on mobile devices is increasing every day, making mobile a central channel for business activity.
As a result, an mobile strategy that drives results is essential for today’s businesses. Companies that don’t effectively engage customers on mobile channels will fall behind more innovative competitors.
Mobile usage has grown exponentially around the world, and it continues to accelerate. By the end of 2013, more than 1bn smartphone units will have been shipped worldwide.
More consumers have smartphones than ever before, meaning they have access to their favorite brands with the swipe of their fingers.
Read on for predictions of key mobile trends we expect to see in 2014, and how brands can take advantage of these consumer behaviors.
There’s no denying that the tablet is more than a passing fad.
With tablet shipments expected to grow 58.7% in 2013, rising from 144.5m to reach 229.3m, and with 34% of the US population currently owning a tablet, it’s important for brands to approach the tablet design process in an entirely unique and different way than the smartphone and desktop.
Rather than being an extension of these channels, there’s a huge opportunity to turn the tablet into a unique channel for engagement, capable of delivering strong conversion and incremental revenue.
The rise of smartphones and tablets has ushered in a huge shift in how consumers engage with brands.
These changes have fundamentally altered the path to purchase, which used to be a linear process, into a much broader mix of browsing and discovery, with social recommendations and easier access to information driving the online buying process.
Most notably, this shift is changing the way IT and Marketing, two divisions that have often worked in silos, must operate in response.
Underscoring the importance of these changes, Gartner recently reported that future ecommerce success depends on improving the customer experience, with top CIOs now ranking it as the largest opportunity to implement technology in driving business innovation.