Martin Clancy, marketing manager of mobile web specialist dotMobi, explains the potential loss of business that brands face if their mobile presence isn't up to scratch.
As mobile browsing growth continues to explode, there are few of us who haven’t experienced the frustration of a slow-loading website on mobile. Or worse still, a site that just doesn’t work and crashes your browser. Much research (Gomez, Microsoft, Yahoo) has shown that site visitors tend not to hang around too long waiting for a site to render. They simply go elsewhere. Mere seconds can cost you visits, clicks and ultimately revenues.
Successful internet brands know this. That’s why you’ll find a large amount of adaptation happening behind the scenes depending on the device that is being used to access the website.
At dotMobi we have done extensive research in this area that has proven the link between global reach and how adaptive a site is.
One of the most widespread means to getting this right is to use a server-side device detection solution (like DeviceAtlas) to accurately know what device any customer is using. Having knowledge of the accessing device is the only effective way to adapt per device and increasingly important as device proliferation continues and we enter into a truly multi-screen world.
Being aware of the device is vital but there are other factors that come into play. Having the latest device matters little if you’re inside a building on a poor Edge connection, or on a congested WiFi network at the Airport. For this reason, we’ve added real-time Connectivity Analysis to our approach on DeviceAtlas so that bandwidth as well as device can be taken into account when serving content.
We’ve also added the ability to analyse the context of the device on the client-side as well as accurately detecting via server-side look-up. This is the kind of dynamic intelligence on site visitors that can potentially open up whole new markets who were previously not reachable because of bandwidth restrictions.
For more information see http://deviceatlas.com
Check out the infographic below.