By Kim Evered, Solutions Marketing Manager
Mobile usage is exploding at a faster rate than any other communications technology in history, and mobile adoption rate among Seniors and Boomers is on the rise. Here are three reasons not to delay your mobile strategy:
1. Mobile is Everywhere
Ever look around a crowded restaurant and realize that at least half the people in the room are doing something on their mobile device? Mobile devices have been outselling PCs since Q4 2010, and according to Garner, smartphones will overtake PCs as the most common Web access devices worldwide by 2013. How consumers are using mobile devices is changing; according to Pew Research, 59% of American adults are now wireless Internet users.
There is no doubt that Seniors and Boomers, who account for 23% of the U.S. population, exhibit slow technology adoption rates; they must see the benefits before they sign on. But similar to their adoption of social media sites such as Facebook, this age group may start slow but eventually post adoption rates greater than younger demographics. A 2010 Pew Internet Research study showed that 11% in the 65+ age group own a smartphone, while 24% in the 50-64 age group are smartphone owners. That’s up from 4.5% and 7.5% respectively in 2009.
2. Your Websites are Already Being Viewed On Mobile Devices
Senior Living websites are seeing an exponential increase in traffic from mobile devices. In Q2 2010, G5 tracking data showed about 1% of client website visitors coming from mobile devices. In that same time frame in 2011, that number increased to 5% – a 500% increase versus prior year. And while the visitor percentages may not be huge, they are indicative of a trend that’s exploding. Case in point: industry analysts are adjusting their adoption rate predictions every few months.
3. Local Search is Changing
The mobile revolution is quickly changing local search behavior. Mobile users are on the go, in need of finding information quickly. Of the four key emerging trends on how consumers are using mobile, local queries is growing the fastest. In fact, 33% of all mobile searches are local.
In anticipation of the mobile momentum, Google changed their Search Engine Results Page (SERP) to display local search queries in a more mobile compatible format. In addition, they’ve added mobile-specific targeting in their Adwords Pay Per Click advertising platform and are offering a host of new display advertising options specifically geared towards mobile devices in their AdMob network.
To continue to gain new residents in this trend, you’ll need to apply many of the same principles of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) from the full version of your website to your mobile website. The on-page content needs to be consistent and relevant to your keywords and branded name. Claiming and completing your Google Places listing will help the search engines recognize you as a real business and help people find you – especially when many mobile users start from a map when searching. Running targeted Pay Per Click (PPC) advertising campaigns specifically for a mobile user will help keep your listing at the top of the screen.
G5 believes so strongly in the mobile revolution that we have spent considerable development resources to release our own mobile optimized website platform. For information on capturing more leads with mobile, download our Free White Paper or watch our Webinar, The Importance of User Intent on the Mobile Web.
If you don’t have a mobile strategy in place, now is the time to take action.