In March 2017, tracking firm Effective Measure released its Mobile in South Africa Report for 2017, revealing that almost 70% of South Africans use their mobile phones to browse the web. This means that many organisations are underestimating just how much time consumers are spending on their phones. CNBC has determined that, by 2018, Chinese consumers will spend more time on their mobile phones than they do watching television, and more consumers are using their mobile phones to purchase goods online.
Considering this paradigm shift in consumerism, it is imperative to ensure that your website is optimised for mobile use. Not only will this speak volumes to your customers who are looking for memorable user experiences, but it will also ensure consistency in your sales. As more online purchases are made through mobile, retailers have no choice but to optimise or they risk falling behind in not only trends but also in the growth curve. It is projected that, by the end of 2018, more than 20.3 million South Africans will own smart devices which will increase to 25. 5 million by the end of 2022. At this rate of growth, it has now become more important than ever to think mobile.
Here are a few tips to help you move towards mobile capability:
Cater for Digital Natives AKA Millennials
If you’re looking to stay on top of your game, the best way to do so is to speak the language of the most influential group of consumers in the world – millennials. Not only do they have the power to make or break a brand with one review, but their purchasing power greatly influences the malleability of brands. Attracting younger customers revolves around mobile capability; not only do millennials spend a large portion of their time on their mobile devices, but they value convenience and instant gratification above all else.
Ensure that Your Business Remains Relevant
When it comes to keeping up with the proverbial Jones’, keeping up with the latest consumer trends cannot be ignored. Take Blockbuster for example, when the world went digital, they were adamant in retaining the USP which left them in the dark ages. More quickly than anticipated, the business liquidated and is now used as a bad example of following the trend curve. Taking the time to understand your customer, understand their needs and wants, and understand the global trends that drive sales is imperative if you want to ensure that your business remains relevant. What speaks to an 18-year old consumer will be very different to what speaks to one who is in their fifties. The same can be said about culture narratives – two people of the same age wont necessarily respond to something in the same way. The businesses that survive drastic consumer changes are those that are consistent in their practice – get to know your customers on a deeper level to better understand their purchasing power.
Optimise Your Website
One of the first steps towards mobile optimisation is through the optimisation of your website. Is it optimised for a small screen resolution? What is the loading time? Is the format easy to read? Are the buttons clickable? And, do commands load? The answers to all of these questions play a critical role in determining the level of optimisation required by your website. If these questions make you nervous, it might be time to make some changes. At the end of the day, we cannot deny the influence that mobile compatibility has on the success of both online and brick-and-mortar businesses the world over. The best way to approach mobility capability is to embrace it, anything else can have devastating effects.
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