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Mobile Strategy Needed: 43.4 Million Smartphone Users in the United Kingdom by 2017

Monday 25 August 2014

8 minute read

By Johnny Woods

Do you find that statistic shocking? Are you already thinking "woah, that's a lot of people I could be targeting"? We hope so.

With 2014 statistics about online shopping, smartphone usage and app downloads being released, there has never been a better time to ensure you have a mobile presence.

What do we mean by that?

Let's start off with what we don't mean...

We don't mean you should have a website, Facebook and Twitter pages.

Instead, our request for businesses everywhere is to optimise a mobile strategy.

We want you to "successfully navigate through the mobile ecosystem" [source] with a forward thinking plan that coexists with your traditional marketing strategies.

For instance, Twitter, Facebook and website developments should all be in an overarching marketing plan, but a mobile strategy takes them a step further.

How are you incorporating mobile users into your social media strategies? Twitter Adverts target mobile users more effectively than desktop users, for instance. Is your website viewable on all kinds of devices - does it respond to changing behaviours of your customers?

Our determination for customers to adopt a mobile strategy is urgent, thanks to the latest bumper release of statistics and facts all proving that we're turning to mobile devices at a rapid rate.

Ask yourself:

  • If you're not at work how do you check your emails? Do you turn on the laptop, mobile or tablet first?
  • You need a new washing machine, do you go to Currys first or do you look online? Do you turn on the laptop, mobile or tablet first?
  • Your sister has just posted her holiday photos onto Facebook - how are you viewing them? Do you turn on the laptop, mobile or tablet first?
  • Where is your phone at this very moment? Chances are it's in your pocket, in the briefcase at your feet or on the table in front of you... that is, if you aren't holding it to read this blog post anyway.

The Unavoidable Truth

We could go on at you all day about our opinions and beliefs about the importance of strategising for an increasingly mobile audience, but these statistics have much more "oomph":

  • Out of 18 European countries surveyed - Google-commissioned TNS research study - the UK has the highest percentage of people who make a monthly purchase on their smart phones, with 32%. [Source]
  • Ofcom research suggests that just over a quarter of 16-24 (26%) and 25 to 34-year-olds (28%) lived in a household that used mobiles as its sole form of telephony in Q1 2014. [Source]
  • Tablets are also expected to see a 78.9% growth from 2013 – 2017, while desktop PCs are expected to see a 8.4% drop in growth during the same period. [Source]
  • Household take-up of tablet computers has almost doubled over the past year to 44%, up from 24% in 2013 [Source]
  • One-third of the UK population now uses tablets, with predictions that by 2017 the tablet will become a mass-market device with more than half the UK population using one regularly. [Source]

The We Are Apps Mobile Report is a great document for the full statistics on mobile device usage, available here

Wanted: A Mobile Strategy

With 2014 statistics producing trends for a steady uptake in smart phone and tablet devices, we need to prepare now. 

we-are-apps-report-uk-tablet-users-2011-2017
[Image Source: We Are Apps]

If you want to find out about responsive and mobile website designs, as well as how blogging and social media strategies should be adopted for mobile users now and in the future, talk to Thrive.

Remember, mobile is now classed as "where the eyes are", so if you want to be seen, be there...

If you're looking to embark on a website build project, whether it's completely from scratch or a site refresh, our ebook will give you the knowledge to make your project as stress-free as possible.

The Website Design Handbook for Businesses

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