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The current mobile landscape

For many, mobile started off as a means to communicate with friends and family, either through messaging or calls. However, in recent years, it has become much more than a simple means of chatting. In fact, it has not only changed the way we communicate, but also the way we learn, research, market and shop.

It is now estimated that there are close to 5 billion mobile users worldwide1, and on top of this, we check our phones approximately 150 times a day.

For many of us, reaching for our mobile phones is the first thing we do when we are bored, curious or looking for something new when we’re commuting to work, showing friends what we did last weekend or the new pair of sunglasses we really want to buy.

According to Google, in an average day, more than 1/4 of all users only use a smartphone2. With this in mind, as a retailer, if you aren’t reaching your customers on mobile, you risk missing out on a quarter of your potential audience.

Research by Forrester shows that in 2018, an average of 52% of retailers’ web traffic came from smartphones3, and on top of this, mobile now accounts for approximately 30% of online sales. This makes mobile a key device for shoppers who are able to search for goods, locate stores or make speedy purchases on their commute to work, their lunch breaks or while watching TV in the evening. And there are certainly no signs of it tapering off any time soon. Creating a quick and convenient experience has, therefore, never been so important. 

1 Source: Statista – Percentage of all global web pages served to mobile phones from 2009 to 2018
2 Source: Google – How people use their devices
3 Source: “The Five Fixes To Increase Mobile Checkout Conversions, May 2017, Forrester.