Why should companies invest in mobile?

Why companies should invest in mobile

Why should companies invest in mobile?

Why companies should invest in mobile

Studies have shown for some time now that people are increasingly using smartphones to connect to the internet, whether for work, study or entertainment. If the universe is in the palm of your hand through a cell phone, why not take advantage of it? The wave of mobile devices will only increase!

This trend indicates that companies must be aware of this reality, making their websites more responsive for mobile use, providing a good user experience, at the very least if they want to be running side by side with the wolves of the competition.

Since mobile first changed the way Google indexes pages and also ranks results in June 2018, the mobile experience should be the first to be observed in digital marketing strategies.

Let's take a look at the numbers and studies that confirm that mobile continues to grow.

Mobile is no longer a trend, it's a fact!

To give you an idea, the 29th Annual Survey of Administration and Use of Information Technology in Companies, carried out by the Getúlio Vargas Foundation of São Paulo (FGV-SP), released in January of this year, indicated that Brazil already has more than 1 smartphone per inhabitant.

From the research perspective, by May of this year, the country would already have 306 million portable devices in use, including tablets and notebooks. In other words, more mobile applications than inhabitants, considering that according to data released by IBGE last year, Brazil had a population of 208 million people.

Furthermore, according to the same FGV study, 70% of the devices used to connect to the internet are smartphones. According to data from digitalks 2018, this number reached 80%.

Another important piece of data also released in January of this year is highlighted in the State of Mobile Services report, prepared by the consultancy App Annie, considered one of the most complete in the world: Brazilians have been spending more than 3 hours a day using apps on their cell phones, a number that reveals a 50% increase in relation to the same report prepared in 2016.

In another study, by Data Report, Brazilians spend an average of 9,29 minutes using the internet through different devices.

Technological facilities

The preference for connecting via smartphone has a few explanations, in addition to the freedom of being connected to the world anywhere, anytime.

Some mobile technologies are extremely attractive to Millennials and Generation Z, such as on-demand service apps that determine location, such as ride-sharing (Uber and 99) or food (I-Food and Uber Eats).

Added to this are the facilities of mobile commerce, which integrates payment gateways with secure encryption and efficient deliveries.

These are facilities that these generations are accustomed to and will not give up.

Furthermore, Artificial Intelligence and Machine Learning have also made the use of smartphones practically a culture. To do this, we only need to mention virtual assistants, such as Siri, for iOS devices, or even Bia, from Bradesco.

Machine learning enables increasingly accurate responses because the technology already provides for more knowledge acquired through human-machine interactions, with real-time data collection. As a result, devices learn on their own and are capable of responding quickly, a key requirement for the Millennial and Z generations.

Machine Learning has also empowered the mechanisms of search using voice, facilities such as being able to find the best route when you are driving or to find answers to other questions when you don't have time to waste typing a text.

The selfie generation never tires of using their smartphone cameras to make videos, which explains the boom in YouTubers, or taking quality and precise photos in any scenario, whenever they want, just by “taking out” their cell phone.

Cell phones have become true “megaphones” to give voice to any cause, anywhere in the world.

Will applications benefit from this mobile reality?

In the same App Annie report, mobile apps accounted for nearly 200 billion downloads worldwide in 2018 alone. This may seem like a dream scenario for app development companies. But is it?

It is to be expected that developing applications can be quite promising in this mobile reality scenario, however, there are some points that app companies may consider disadvantageous:

  • The cost of creating applications is high and may not yield the expected return;
  • Difficulty in inducing the user to download the application;
  • Uninstallation of apps by users is also high, motivated by problems with internet connection, poor usability of the app and even lack of space on the device.

Therefore, a study by WebJump, published at Market Place 2018, revealed that 20% of companies that have apps intend to abandon the tool by 2020.

But for companies that want to take advantage of this huge number of people who are using the internet via cell phones, in addition to using an application, another The most advantageous solution may be Google's Progressive Web Apps, which is similar to an app, but does not require installation.

This technology invests in the user experience, for example, it is secure because it only browses on https, it adapts to any screen, it is responsive and works offline, because it stores information in cache.

Some major companies are also users of PWAs, such as Uber, Tinder and Pinterest, which are highly responsive websites that take up little space on a mobile phone. With PWAs, websites can load 15% faster.

Therefore, companies that want more engagement have no excuse not to invest in mobile. It is worth considering that there is already a growth in statistics indicating that it is through mobile phones that people connect, so it is always interesting for any company to think about its user's preferences to get ahead of the competition.

How is mobile doing in your digital marketing strategy?

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