We’ve all been victims of that 12am text message you just had to read.

According to a US study, of total internet visits, 91% of people agree they are within reaching distance of a mobile device 24/7.


Mobile Internet users are expected to grow to 1.9 billion in 2015

Think about it: A few short years ago if you were meeting your friend somewhere, you would arrive outside a previously agreed upon location and stand there looking awkward and alone. Today, the first thing you do is pull out your smartphone and (first of all compose an angry ‘why are you late’ message) then start surfing the web – shifting that tension into a surprising ease. On the train, in a restaurant, during your lunch break – those publicly awkward ‘alone’ moments have become opportunities to be immersed in the digital world.


Your friend arrives – instead of looking at your watch to see how late they are, you check your smartphone before viciously reprimanding them for allowing you the time to go online and purchase a new shirt for tonight (around $38.8 billion will be spent on shopping through mobile in 2013) and a gift for mom’s birthday (when they have to make a buying decision or choose the next venue for a birthday party, 67% are more likely to buy from a mobile-friendly site). Your friend disagrees with you and pulls out their smartphone to correct the minutes of lateness (by 2016, nearly three in five consumers will have a smartphone) and comment on their opinion that your iPhone running iOS is being left behind by their latest Android device (the market is becoming increasingly fragmented – 7,000 different device types are used to access Facebook each day).


Since buying a shirt for tonight was the sole purpose of your shopping trip, now you’ll both have to go to Starbucks and scan your Starbucks card with your mobile device to pay for your coffee – while checking out movie listings via your mobile app to see what’s showing nearby. Phew!

So… The world has turned mobile. What does this mean for you?

Fragmentation becomes an issue for any company with a web presence. There are more than 232 sizes of screens available on different devices. User experience becomes a problem, since many websites are not currently mobile-optimized. What this means is that time spent navigating, re-sizing and squinting to see content is time which could have been utilized to bring the user closer to the solution they went there for in the first place – be that a purchase or some information to share. 9 out of 10 searches result in an action (i.e. a purchase, store visit, etc.).


What are you doing about the mobile multi-screen world?

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