Smartphones Are Still On The Rise
It has gotten to the point now that we all just assume that everyone has a cell phone. The payphone (remember those?) has really, truly become a relic of the past, and, outside of the most remote, rural areas, most of North America is covered by cell phone service of some kind. Many people rely on their cell phones as their only one, as landline use had fallen to just half of all US homes, as of late 2012. That number could drop even further as more people recognize that the landline is superflous. And as it turns out, smartphone use has finally outstripped that of what have come to be known as “dumb” phones.
For the third quarter of 2013, smartphones accounted for 55% of total worldwide mobile phone end user sales. This is an increase of 45.8% since 2012. It would seem that the days of the so-called “dumb phone” are waning. The easy accessibility and dropping costs of use contribute to the popularity and are expected to become near-ubiquitous.
Smartphones change the way we access information
There are a number of problems that people report with using a smartphone for browsing the internet. According to KISSmetrics:
73% complained of slow load times
51% reported pages that crash, freeze, or report an error
48% visited pages that were in a format that was difficult to read and navigate
45% report pages that didn’t perform as expected and
38% tried to find pages that were not available.
Because of the ever-present nature of our smartphones, we are accustomed to being able to access any information we are looking for, wherever and whenever we look for it. And we are also impatient. Studies have recently shown that if your website takes longer than a few seconds to load, users will navigate to another one. Page abandonment rate at 4 seconds load time is as high as 25% and just goes up from there. Most participants in the survey would wait six to ten seconds before abandoning pages.
How does the Smartphone change your dental marketing?
First and foremost, it means that you have to reconsider how your prospective clients are going to look for your services, if you want them to find you.
When they find your website, you have to keep them there (load quickly) .
When they browse your website, the pages have to be easy to view, scroll through, and read.
Information they’re looking for should be visible immediately. Calling your office should be as easy as clicking a link.
In the next blog we’ll examine the ways that responsive design can give you the edge. When it comes to capturing and keeping the attention of the prospective client, we have the tools to make your business shine. Smartphone use is not going to go away anytime soon, let us help you grow your dental marketing to adapt to this technology.
Photo Credit: Flickr, by Jason Howie