Understanding the mobile experienceDamon HerrenMetrics Marketing@damon

http://www.businessinsider.com/the-future-of-mobile-deck-2012-3#-4

In 2011, the number of smartphones sold exceeded the number of PCs sold

1,420k smartphones are sold/activated every day

http://www.lukew.com/ff/entry.asp?1506Photos used under Creative Commons from arabcrunch, richardstowey, keepthebyte, and roger_g1

Photo used under Creative Commons from ronnie44052

3.5 smartphones per day for every person living in Cleveland.

http://www.businessinsider.com/the-future-of-mobile-deck-2012-3#-4

In a few years, the number of mobile devices will “dwarf” the number of PC’s

Mobile users on “full” sites were only able to accomplish of their tasks.

http://www.useit.com/alertbox/mobile-usability.html

58%

Mobile users on mobileoptimized sites accomplished of their tasks.

http://www.useit.com/alertbox/mobile-usability.html

64%

Poor mobile experience

Photo used under Creative Commons from andyinnyc

Photo used under Creative Commons from jlthttp://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

84% at home

Photo used under Creative Commons from quinnanyahttp://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

74% while waiting in lines

Photo used under Creative Commons from sheila_steelehttp://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

69% while shopping

Photo used under Creative Commons from cloneofsnakehttp://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

64% at work

Photo used under Creative Commons from osde-infohttp://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

62% while watching TV

Photo used under Creative Commons from jannemhttp://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

47% during commute

40% in the bathroom

Photo used under Creative Commons from epsoshttp://bit.ly/gNizAX/

60% are liars

Photo used under Creative Commons from epsoshttp://bit.ly/gNizAX/

- Luke Wroblewski

Photo used under Creative Commons from andyinnyc

1. Know thy user

of users are unlikely to return to a site that they had trouble accessing from their phone.

-

61%

http://www.mobify.com/resources/Google-webinar-are-you-mobile-ready/

of US and UK mobile internet users never or infrequently use the desktop internet.

-

20-25%

http://www.slideshare.net/OnDevice/the-mobile-only-internet-generation

of Asian and African mobile internet users do not use the internet on a PC.

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>50%

http://www.slideshare.net/OnDevice/the-mobile-only-internet-generation

2. Don’t shrink the experience

3. Make it finger friendly

Photo used under Creative Commons from supadupamestizoPhoto used under Creative Commons from bayat

3.8mm 5.8mm 7.7mm 9.6mm 11.5mm0%

5%

10%

15%

20%

25%

30%

35%

29.9%

12.9%

5.9%2.8% 1.6%

Target Size (mm)

Mea

n Er

rors

(%)

http://www.mediateam.oulu.fi/publications/pdf/1076.pdf

Mean Errors by Target Size

of users say they are more apt to click a mobile ad by mistake than they do on purpose.

-

47%

http://paidcontent.org/2011/01/27/419-pontiflex-about-half-of-mobile-app-clicks-are-accidental/

3. Make it finger friendly

Photo used under Creative Commons from supadupamestizoPhoto used under Creative Commons from bayat

Photo used under Creative Commons from spadgy

http://www.mobify.com/resources/Google-webinar-are-you-mobile-ready/

of mobile users admit to actually screaming at their phones over frustration at buying on mobile.

-

11%

4. Minimize User Input

Photo used under Creative Commons from spadgy

Better Mobile Experience

1. Know thy user 2. Don’t shrink the experience3. Make it finger friendly4. Minimize user input

More about mobile experiences…