An Overview Of The Smartphone Market
Analysis of the smartphone market. Why is the smartphone a revolution for consumers? What is the consumption of mobile users? Also, discover the interest of a smartphone in a buying process.
We can see that with the help of all these evolutions, whether it’s the phones, the packages, but also the mobile web, the smartphone has finally become more than just a phone. For the user, it is his agenda, his memories, his bank, his GPS, relay to have a social life, a means of entertainment and consumption.
A SEARCH FOR FACILITY INFORMATION
In the years 2000, the producers of phones answered the expectations of the consumers by reducing the size of the smartphones so that they are as mobile as possible. It is now lightweight, thin, easily transportable. So we’re at a new stage where smartphone manufacturers are offering a larger screen size that makes it easier to use the mobile web.
Better equipment (lighter phone, bigger screen, more powerful mobile network) is an advantage and favors the use of the smartphone.
According to a Google Nielsen survey conducted in 2012, 62% of respondents say they do a search on a smartphone as it is the simplest tool (automatically turned on and functional) and 53% To perform a search *. With a phone and a tailored package, users can move around and search at any time of the day and anywhere. The mobile is thus a real asset compared to a computer even if it is portable.
If the computer was a few years ago the most used device to carry out searches, this time is gone since 2015 according to the resources of Google. A new means of communication is now available to businesses to reach their targets. Previously, they targeted Internet users via the computer, now they have to target another audience, mobile users.
All companies are affected by this mobile revolution, whatever the sector of activity and the service offered. The consumer process has evolved, frequent internet shopping, so companies will teaser these new consumers.
We believe that all sectors of BtoC and BtoB are concerned by the evolution of the digital and more particularly by the evolution of the mobile. The most concerned are the BtoC companies (broad spectrum of consumers) offering services such as restaurants, hotels, shops, ready-to-wear, cities or even amateur and professional sports teams.
According to an Opinionway-Priceminister-LaPoste Barometer study of October 2014, 42% of companies with fewer than 50 employees still do not have a website and even up to 75% of very small businesses Of fewer than 10 employees). We think that these numbers have certainly increased since this study, but not in an exponential way. Even if all French companies do not yet have a website in 2016, at least a large majority of them have one.
Most companies with a website have implemented a digital communication strategy to increase their commercial performance but also to have “credit” with their targets or customers. It has become essential for companies to evolve at the same time as the mobile web so as not to fall behind the competition, or even to try to outstrip its competitors to win their market shares.
Very small companies, companies with fewer than 10 employees, and small and medium-sized enterprises (SMEs), companies with less than 250 employees, have a stake in acquiring new customers and retaining them. Access to a mobile web strategy with the evolution of the mobile internet and the results of the research made it possible to redistribute the cards.
Large companies are no longer the only ones visible on the web. It is enough to adopt the right formula. This requires time in the search for the right tools because depending on the sector of activity, the target may be more receptive by communicating with the tool X rather than with the tool Y.
For their part, large companies want to show their “power” by affirming their reputation, winning market shares and, above all, building customer loyalty.
It is difficult to get a new customer and very easy to lose one. Especially if he is not satisfied, he can now give a notice and will speak of your company in a negative way. Conversely, a satisfied customer communicates little. This is why it is necessary for companies to “pamper” their customers. The mobile is a good channel since it allows us to propose personalized services to the user like the applications, the SMS marketing, the emails or the push notifications to inform the innovations almost instantaneously.
According to a Google Nielsen study, when a user searches for a service, such as a restaurant or a hotel, on a mobile phone, there is a 56% chance that there will be a conversion (action) In less than an hour. We deduce that it is essential for companies to put forward their phone numbers on their mobile websites. The same is true for the purchase of a product.
Google analyzed the route of mobile users making a purchase. We realize that 65% of people will initially start a search for the product or service on their smartphone. 61% will continue the purchase process on a computer, most certainly to compare the price with other sites. Then some consumers make the purchase on their computer, others use their smartphone to find the address of the store closest to them to make the purchase, do not concertize the purchase directly on their smartphone.
The purchase path has, therefore, become a little more complex for companies. The Internet has also heightened competition for advertisers. A user can find the product more easily and often at a cheaper price than his local store.
According to a study by Google, 82% of consumers use their smartphones to help them in their purchase.
According to another study by Google Consumer Barometer, we learn that the smartphone is used to 41% to be inspired, 23% to compare products, 33% to seek advice and 21% to prepare the immediate purchase as You can see it in the figure below.
Conversely, we notice a significant decrease in the number of page views for sessions on converted computers. We, therefore, see great use of the smartphone from the beginning of the purchase process until the purchase or not. The visibility of the company on mobile is essential to enable it to enter this process of consumption. An advertiser with mobile visibility will also accelerate his computer sales process.
However, we find that at the moment the mobile does not convert more than to hope. According to a survey carried out by Google, 47% considered that the screen was too small, 36% doubted the security of mobile banking information (which was also the case at the beginning of the computer) and 25% Page loading time too long.
AN UNCONTOURNABLE FOR TODAY AND TOMORROW’S BUSINESSES?
It is very likely that all these data obtained continue to evolve over the years, favored in the short term by the development of 4G throughout the French territory and then in the medium term by the arrival of 5G.
Mobile operators are always offering more time to spend on their packages to surfing the internet and at attractive prices. Smartphones, more and more optimized and comfortable for the user, support the evolution of the mobile market which will continue its rise.
The future of the mobile is already announced by some experts on new technologies like Benedict Evans who said: “We must stop talking about mobile internet and the internet for a computer. It’s like trying to compare color TV to black and white TV. ” Before ending with “The mobile is the Internet”.
It seems essential for companies to take an interest in the smartphone markets. Let’s Clic, which is an SEO agency, now offers new communication and marketing strategies to its customers to reach this target mobile.
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