There’s another aspect not just to the devices, but also I want to touch for a moment on websites. 94% of small to medium-sized business websites do not render well on mobile devices or smart phones. What’s the big deal? A website is a website, right? You know, if you’ve opened a website on a smart phone, or even a tablet, sometimes you got to do that thing with your fingers, right? You got to try and do that zooming thing. You can’t read it. Then you’re trying to figure out … you got to move things around. It’s just too hard. It takes forever, and you really can’t easily get to what you need. That’s not a mobile-responsive site.
Something like this, this is a mobile-responsive site, but this is a desktop version of it. When you take this and you put it on a phone, you see that the menu items become … Their pictures, so you click on pictures. That takes you to that portion of the website. There’s less text. The text will get bigger and smaller as it shrinks to a mobile device. The menu items at the top are fewer, and they also shrink and go to a 3-bar column when you go to a mobile device. A mobileresponsive site will be seen on a desktop or a laptop. That will be seen on the smart phone, a tablet, or even a 96-inch smart TV. It should render well on any item that you’re being able to access the internet with.
In April 2015, Google changed their search engine algorithm. If your site is mobile-responsive, if it’s not mobilefriendly, you will fall in your search rankings with Google. What does that mean? When you type something into Google and it brings open a list of websites, if your website is not mobile-friendly, they’re going to dedicate points, and you’re going to be lower down in the ranking. We know that if you’re on that first top of the screen, you’re more likely to get better clicks and better business than if you’re on the second or third or fourth or fifth page, so it’s important that your site is mobile-friendly so that Google has a better chance of ranking you higher in the search algorithm.
Now, your customers want, and actually they demand, instant gratification. If your website doesn’t load in 3 seconds … That’s all you have. You have 3 seconds. If your site doesn’t load in 3 seconds, you will lose 40% of your potential customers. They will go, they’ll bounce out, they’ll go to the next website, just like that. Just like that. 79% of people who were dissatisfied with your website are unlikely to buy from that site again assuming that they bought from you in the first place.
Now, remember earlier we read earlier that 15% of people’s time is spent searching websites on their phone? Get this. 88% of consumers who search for a local business on a mobile device, will call or go to that business within 24 hours. 88% of consumers who search for a local business on a mobile device will go to that business within 24 hours. Did you know that 24 equals 22? It absolutely does. Not only will you get more consumers to your site, to buy from you, they’re going to spend 22% more. It’s true. If they search for you on a mobile device, they’re going to come to you, and they’re going to spend more money than somebody else.
60% of local websites do not have the phone number listed on their website. That’s insane. That’s just absolutely nuts. You got a website. You managed to get somebody to it. Yet you don’t have your phone number on there for them to contact you. It’s like leaving money on the table. You know what, let me take that back. It’s not like leaving money on the table; it’s like sending your potential customers to your competitors and giving them cash to put in their hand. That’s just nuts.
49% of sites fail to comply with basic usability content. 50% of online sales are lost because consumers can’t find the content that they want on their mobile phone. By now, you’ll have seen that customers are mobile, they’re using their mobile devices, they’re demanding instant gratification, and yet, many business marketing strategies have not caught up to where their customers are already.
Every age demographic uses text messages. As the age demographic gets higher, the amount of text messages gets a little bit lower, but that’s to your advantage. Millennials, 18-36-year-olds will be the largest spending demographic in the United States in 2017. That makes sense, right? They’re getting out of school. They’re buying cars, they’re buying houses, they’re buying baby stuff, they’re eating out, they’re having a good time. When I say they’re the largest spending demographic, this year alone that age group has a spending power of $200 billion this year alone.
The millennial group are on their phones. They’re text messaging. They’re spending a ton of money, more than any other demographic. It is a target population, it is an audience that you need to keep an eye on. In fact, it’s not just keep an eye on it; you need to be engaging them in a way that they want to be engaged. If you have a smart phone like me, you probably have an app. You probably have a few apps. You probably have hundreds of apps. Here’s the thing. Between the Android store and the Apple store, there are 2.9 million apps. The average person will only use about 24 apps a month. That 24 apps a month has been constant for the last 3 or 4 years.
2.9 million apps, but the average user will use 24 apps a month. That is some serious competition for your time. Not only that, less than 1/2 of app users will opt-in for push notifications. What does that mean? It means that less than 1/2 of your customers will get your message when you want them to get their message if in fact they’re actually using your app. That’s better than email at 17-20%, but it’s still only 1/2 your customers.
Coming back to text messaging for a moment, now get this. 14.6 million. 14,600,000 text messages are sent every minute. Just think about that. No wonder everybody’s on their phone that much of the time doing text messaging. There is a ton of text messaging going on. 98% of all text messages are read in the first 5 minutes. 98% of all text messages are read in the first 5 minutes. It’s a virtual guarantee that your marketing message will be read immediately by text message. That’s just incredible, right? Here’s a story. I see this walking down the street. People are bumping into other people. People are bumping into other things, and so we’ve started to see things like this come up. Texting lanes on sidewalks. I was recently driving in New York and saw that they added a texting stop on the freeway. Before, it was rest stops and convenience stores, and gas stations. Now they’ve added pull-over spots so you can get off the freeway and text. That just tells you where we are as a society with text messaging.
By the way, let’s make this portion a public service announcement. Folks, please don’t text and drive. Texting and driving has now surpassed drinking and driving for causes of fatalities on the road. Yeah, it’s that bad. Although 98% of us read our text message in the first 5 minutes, please pull over. Please be safe. Wait till you get to wherever you’re going. Please don’t text and drive.
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