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Last week I read a idealog Magazine blog post entitled Meet NZ’s most valuable brands which was based on the 2012 Brand Finance Global 500 report.

I thought it would be interesting to see how many of these top brands cater for the Mobile Internet user by providing a mobile-optimised website or landing-page (see methodology below)

NZ's Most Valuable Brands

RankBrandMobile Friendly?
1Telecom NZno
2National Bankno
3Air New Zealandno
4Fisher and Paykelno
5Contact Energyno
6Bank of New ZealandYES
7SKYno
8ASB BankYES
9SKYCITYno
10Warehouse Groupno

Only 20% of New Zealand’s ten top brands deliver a mobile friendly experience on first visit. Now lets take the top ten Global brands and see how they compare?

Top 10 Global Brands

RankBrandMobile Friendly?
1Appleno
2GoogleYES
3Microsoftno
4IBMno
5WalmartYES
6SamsungYES
7General Electricno
8Coca ColaYES
9Vodafone [UK]YES
10AmazonYES

We see that 60% of the worlds top 10 brands cater for Mobile Internet users.

Why are New Zealand brands trailing behind in delivering a good web experience for mobile users?

Is Mobile Important?

Yes! Customers Are Mobile. They use internet-connected mobile/smartphone devices to find products and services located nearby. If they read your advertisement in a newspaper or magazine over their morning coffee, they aren’t about to run to the nearest desktop PC to type in your URL. They are far more likely to do it then and there on a smartphone.

Internet content is increasingly consumed on mobile devices (smartphones, tablets etc). Estimates vary  but between 7% and 15% of content is viewed using a mobile device and this is set to increase significantly over time.

In early 2011 Google hosted Think Mobile – a gathering of top marketing executives, industry visionaries and agency leaders for an  event on all things mobile. The catch cry for this event was It’s Not Too Late To Be Early. The key points from this event are summarised as follows:

Build a Mobile-specific WebsiteBe prepared to let go of your desktop content.
Build something and get it out there.
Don't spend forever doing it.
Build Localone-third of mobile searches have "local intent"
Make it PersonalHarness the personal aspects of mobile.
Track IndependentlyTrack activity on your mobile site separately from your desktop website.
IterateTweak the site as you learn how people use it

When I watch my teenage children use mobile technology, I see your future customers. And they have a very low tolerance for bad web experiences. If it takes too long for your web content to load, or they need to hunt, pan and zoom around your desktop website to find basic information, then they will just move on.

Businesses without a mobile-friendly web presence will lose customers because of this.

What are we doing about it?

At GeekStuff we are passionate about mobile technology and committed to helping business get onto the mobile web.

We chose goMobi as the preferred solution for our clients. goMobi is a out-of-the-box mobile website solution for businesses of all sizes. It allows the client to choose from a number of pre-defined page types which are then styled with the clients color scheme and logo. This is achieved via a point-and-click browser-based site designer. goMobi is a fast, easy and affordable way to establish a mobile-web presence for your business right now.

To discuss mobile web options for Your Business  Give us a call or message us via our Contact form

 References

Methodology

In gathering the above statistics I thought about how the average mobile user finds information about a company or a product. They are likely to use the Search function built into their mobile device. Using a iPhone (IOS) I followed the these steps for each brand:

  • Type the brand name from the table directly into the Google search field in Mobile Safari
  • Chose the first link in the returned search results
  • Determine if the landing page is mobile-friendly

While some of the brands do have mobile pages, usually as a m.domain.com or domain.com/mobile  or similar address, if the average mobile user relying on search is not directed automatically to these pages then their experience is not mobile-friendly.

Credits

Google – Think Mobile – Presentation Summary page
The Time for Mobile is Now by Jason Spero, Google (PDF file, 8.5 MB)
10 Mobile Trends by Mary Meeker and Matt Murphy, Kleiner Perkins (PDF file, 2.7 MB)

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