Understanding Mobile Users: Characteristics, Habits & Behavior on Mobile Web

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‘The world is going mobile’ is an outdated phrase, it’s a mobile world. When
mobile searches surpass desktop searches at Google and when Google is all set
to go ‘mobile first’ by creating a separate mobile index – you are assured that it’s
truly a mobile world.
According to Smart Insights, 80% of Internet users own a Smartphone and 51%
of the time spent with digital media in a day on mobile ( close to 3 hours ),
more than the time spent on Desktop ( 42%). Though businesses understand
the importance of going mobile and also have already made their presence,
many businesses, due to lack of proper understanding of mobile users’ behavior
and their needs, fail to properly fine-tune their mobile strategy, which results in
no or partial success in tapping the potential of their mobile audience.

If you want to fully tap the potential of the mobile web, you should understand
the mobile users in-depth, specifically, your mobile audience – this article is a
quick guide and will be a good start to the process of understanding mobile
user behavior, habits and characteristics – rest of the things you learn through
experience and experiments which will be highly relevant to your business case
scenario.

#1 Mobile users are Quick and Impatient
According to Search Engine Watch’s Report, on average, desktop visits last three
times longer than mobile visits and desktop visitor views more pages and thus
bounce rate is comparatively lower.
Mobile users expect a seamless and smooth experience while visiting and
navigating through a website or app. Readability and right placement of your
important content and calls to action is highly important as they scan through
the pages quickly.
Continued….

They don’t take much efforts looking for the required information – make sure
that they quickly notice the most important information right after they land
and drive them from there to take more actions. Keep it Short and Effective
(KISE).
Speed of your website/app matters a lot – According to KISSmetrics, 40%
people abandon a website that fails to load in 3 seconds.

#2 Mobile Users Take Minimum Efforts to
Understand your Interface
This applies to both mobile and desktop users – user interface should always be
user-friendly. But when it comes to mobile users, you need to take extra care
and ensure that the interface design is de-cluttered and clean.
Clarity of layout and visibility of interactive elements is very important given
the size of the mobile screens. Your mobile users don’t take efforts to figure out
how your interface works – everything should be understandable in the first
glance itself. Also make sure that the calls to action and other interactive
elements are large enough to avoid misclicking – which is again a bad user
experience.

#3 Mobile Users engage more on Apps than
Mobile site
According to Smart Insights, 89% of the media time of mobile users is spent on
Apps Vs. 11% on mobile sites. Thus it makes sense to launch an app for your
business to give your mobile audience a great user experience even if you have a
mobile-friendly website, which you should have anyway. This can be validated
by the fact that more and more businesses are coming up with innovative apps,
promoting them aggressively and creatively engaging their mobile audience.

#4 Changing Trend: Mobile users shop on
Mobile
It is often said that considerable number of
users do research on mobile but go to desktop
to make payments – true but the trend has
been changing rapidly. With mobile
commerce growing significantly, ecommerce
sales through mobile shopping have been
increasing considerably – it was $8 billion in
2012 in US. Image source: simicart.com
Continued….

According to ComScore Inc., ecommerce Sales from mobile more than doubled
between 2013 and 2015. If you have payment gateway integrated to your site – do
consider providing/integrating popular mobile payment options too.

#5 Mobile Users Love Coupons
According Statista, the number of mobile coupon
users has been increasing steadily since 2012 in the
United States and the number is projected to reach
104+ million in 2016. Offering coupons is a great way
to increase user engagement on your website or app as
consumers generally love to avail discounts and
special offers.
Image source: play.google.com

#6 Mobile users tend to share stuff
frequently compared to Desktop users
Since mobile is handy and carried everywhere, mobile users stay connected
with their friends and acquaintances all the time on various platforms and they
do share updates about their lives and thoughts frequently. Mobile users tend to
share or endorse brands, apps or products they love or use more than desktop
users – brands have a great opportunity like never before to engage their mobile
users creatively and leverage their tendency to share stuff they love.

#7 Mobile Internet Users are Majorly Young
Comparatively, majority of the mobile
internet users are young between the age
groups of 13-17, 18-34, 35-44. According to
eMarketer, 84% of 13-17 year old people own
a mobile phone. Exceptions apart, all
aspects of your mobile marketing campaigns
should take young audience into
consideration.
Image source: keyword-suggestions.com

#8 Mobile Users are Highly Active during
Mornings and Evenings
According to a study conducted at Microsoft by Financial Times, mobile users
are highly active during 6 am to 9 am in the mornings and during 6 pm to 11 pm
in the evenings. This is a very important piece of information for businesses
that run mobile marketing campaigns.

#9 Mobile is used for quick searches
Mobile users tend to use mobiles for quick searches looking for specific
information but when it comes to time consuming research, they switch to
desktop. This fact validates the point that right information should be
presented to mobile users in an easily understandable and clear manner.

#10 Pre-purchase Research on Mobile has
higher chance of conversions
This is obvious because many people search and find information about a
product, service or businesses on the go or while they are near or around the
location of the business. Pre-sales research is also done while the users are
inside the business location. According to a research conducted by Nielsen,
Telmetrics and xAd, 30% of Smartphone users and 25% of tablet users convert
within an hour after pre-sales research.

#11 Majority of the Mobile Internet Users
Check Emails on Mobile
According to Salesforce’s Mobile Behavior Survey
Report 2014, majority of the respondents said they
checked their emails atleast once in a day on their
Smartphones. Other major activities include text
messaging, browsing, social networking, watching
videos or movies, consuming news, listening to
music, playing games, reading and getting
directions.
Image source: google.com
Continued….

Email marketing seems to make more sense now as users take a close look at
emails on their handy mobiles. Attractive marketing and relevant emails with
great offers have higher chances of conversions.

#12 Mobile users Prefer to Type Less
Mobile users prefer tap, swipe or gesture over typing. Give them less
opportunity to type – social logins, prefilled data, swipe, tap or double tap,
press and tap are some of the options available to reduce the need for typing.
Always remember to keep the interactive elements simple and self-explanatory.

#13 Considerable Number of Mobile Internet Users Do
Allow Location Sharing and Push Notifications
According to Salesforce’s Mobile Behavior Survey
Report 2014, 53% of Smartphone users allow
location sharing while using an App and 76% of the
people who use location sharing say that the
feature helps them to receive meaningful and
relevant content.
Image source: qode.pro
Continued….

So, it makes sense for mobile sites and apps to have GPS enabled location
tracking feature which, with users’ permission, would track users’ location and
deliver relevant and personalized content.
Push notification is also allowed (50%) by considerable number of people as per
the survey and many also find the feature useful (80%).

#14 Brand Trust Matters to Mobile Users
Mobile users tend to use apps of brands they trust and they are also happy to
allow location tracking when it comes to trusted brands. Trust is built through
consistency, usefulness and value addition.

#15 Considerable Number of Mobile Users
are Skeptical about Making Online Payments
via Mobile
If you collect payments through your website, make sure to provide your
potential customers the best possible secured payment system and also ensure
that your customers know that your payment system is secured and safe.
Adding texts and badges that assure customers that payment done through
your payment gateway is safe and secure makes a positive difference in
conversion rate.

#16 Majority of the Mobile Users Use Search
Engines for Research
According to Smartinsights, 48% of mobile users do research with a search
engine, 33% with a branded website and 26% with a branded app. This
highlights the importance of mobile SEO – your business needs to have a good
search presence.

#17 Mobile users are Highly Active on
Pinterest too
According to Mobile Marketing Watch,
Pinterest is the most mobile social network, the
site attracts 64% of its referral traffic from
SmartPhones/Tablet devices. Pinterest is not
very relevant to B2B businesses (exceptions
apart), if yours is a B2C business, you should
have a strong presence on Pinterest.
Image source: redmondpie.com

Want to target your audience on mobile? The experts at
Technousa can help you tap the potential of the mobile web
effectively. What we offer:
 Responsive Web Design - we can build a responsive website for your business cost-
effectively or make your existing website responsive/mobile-friendly.
 Mobile App Development – Want to deeply engage your mobile audience? Launching
an app and getting your audience on board is one of the best ways to do it. Get an
amazing app built by seasoned mobile app developers at Technousa cost-effectively.
 Mobile Marketing – Our digital marketing team at Technousa can help you establish a
huge digital presence with a clear focus on tapping your mobile audience.
Visit: www.technousa.com or call us on US & Canada (716)-941- 7348 | UK & Europe
+44-20-3002-7885 | India +91-11-47097432

Call us: US & Canada: 001 (716-941-7348)
UK & Europe: +44-020-3002-7885
India: +91-011-47097432
Email: sales@technousa.com
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Source:
This PPT has been created based on our article titled ’Understanding Mobile
Users: Characteristics, Habits & Behavior on Mobile Web’ published on
instantshift.com - http://www.instantshift.com/2017/01/04/understanding-
mobile-users/

Understanding Mobile Users: Characteristics, Habits & Behavior on Mobile Web

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Understanding Mobile Users: Characteristics, Habits & Behavior on Mobile Web