Insurance Journal Ad & Marketing

Mobile Phone Habits Are Changing. Is Your Company Ready?

By Lauren Knapp | December 3, 2012

This past Cyber Monday was the biggest one-day online sales day in history according to a study by IBM. Sales were up 30% over last year with spending reaching as high as $2 billion. One big reason for the upswing was mobile device shopping. Mobile sales reached nearly 13% of the total spending for the day, up more than 96% from 2011, IBM said.

And it’s not just for Christmas shopping anymore… According to American Express, $11.6 billion in purchases will be made on mobile devices this year. By 2015, U.S. mobile sales are forecast to reach $31 billion. Mobile traffic currently makes up 10% of global Internet traffic. And next year more people will use mobile phones than PCs to get online, according to Gartner Research.

In a Google survey of adult mobile device users, they found that if a site isn’t optimized for mobile, people will go elsewhere. The majority of participants in the survey said that if they can’t find what they’re looking for on your site, they’ll sooner seek out a competitor’s mobile-friendly site instead of switching to a PC to revisit yours.

The most user-friendly sites will have simple navigation and quick loading time. Other features people look for are prioritized content, minimal amount of steps to complete a transaction and a link to call the company. Keep the scrolling vertical. Use the fewest number of fields needed in forms. Have a visible search box as well as an easy way to return to the home page. Also, larger buttons in the center of the screen will reduce accidental clicks.

If you are ready to look into making your site mobile optimized, Google has some good info: http://www.howtogomo.com

image of Lauren Knapp

About Lauren Knapp

Lauren Knapp is the Midwest Sales Manager at Wells Media Group, Inc., responsible for advertising sales for Insurance Journal as well as all online products (InsuranceJournal.com, MyNewMarkets.com, mobile media marketing, webcasts and podcasts). Prior to her 4 years at Wells, she has worked in advertising sales for top international publishing companies Thomson Financial and Maclean Hunter. Lauren currently serves on the City of Hope National Insurance Industry Council and has served on the Board of the IMCA (Insurance Marketing and Communications Association). She graduated from Northern Illinois University with a degree in journalism and lives in Chicago. Lauren can be reached at 800-897-9965 x161 or lknapp@InsuranceJournal.com. More from Lauren Knapp
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