VIVA’s State of the Mobile Web: Q3 2011

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Mobile is becoming critical.

Google is estimating that 44 percent of this year’s last-minute holiday shopping will be from smartphones & tablets. But despite recent survey data and predictions like this, most businesses still don’t have a mobile web presence.

Google said that even though “the number of advertisers running mobile specific campaigns has more than doubled since January,” a large percentage are still linking to web pages that just don’t look good on smartphones.[1] To help incentivize businesses to create mobile web sites, Google is now including the mobile optimization of your web site as a factor for your ads quality score:

quoted that have mobile optimized landing pages will perform better in AdWords — they will generally drive more mobile traffic at a lower cost. [2]

And this Google Mobile Ads Blog starts off with a great summary of why VIVA is in this business in the first place:

quoted The best consumer experiences on mobile devices happen on websites that are designed for mobile. We all know the difference that sites designed for mobile make in pure usability - they are designed for the smaller touchscreen, making it easy to find what you are looking for and interact with. We believe that giving consumers the best possible experience on their mobile device is critically important. A poor mobile web experience can negatively shape a consumer’s opinion of a brand or company and make it hard for them to engage or make a purchase. A recent study which asked users about the performance of mobile websites found that 61% of users are unlikely to return to a website that they had trouble accessing from their phone. [2]

Holiday Season shoppers are on-the-go are looking to take action

The statistics are showing incredible growth.

A recent survey by the Pew Internet Project found that 83% of American adults have mobile phones, and 42% of those have a smartphone. This equates to around 35% of all adults! They go on to say that 87% of smartphone owners access the internet or email on their mobile device [3]

This is up from a 23% smartphone penetration in 2Q 2010, based on the Kinesis Survey Technologies Whitepaper published January 2011 that we highlighted in VIVA’s Brief History of the Mobile Web.

According to Nielsen’s May survey, 55% of U.S. mobile consumers who purchased a new handset in the prior three months bought a smartphone, up from 34 percent just a year ago. [4]

Twitter post saying Google is activating 500,000 Android devices every day

Google’s VP for Engineering, Andy Rubin, who leads the company’s Google Android platform, said in a Twitter message in late June that the company was now activating over 500,000 Android devices each day! [5]

According to IDC, “by 2015, more U.S. Internet users will access the Internet through mobile devices than through PCs or other wireline devices.” [6] This is not even as aggressive as the Morgan Stanley Research from January 2011 that forecasted convergence before 2014 [read more on VIVA’s Brief History of the Mobile Web]

Stats like this, when combined with companies like Google pushing hard on their mobile advertisers, speaks clearly and loudly:

Create a mobile optimized site.
Your customers will be looking for you on it.

(and we think they will thank you for it, too).

How can it help your business?

See our VIVAblog: The Benefits of the Mobile Web

Read more about the state of the mobile web with VIVA’s State of the Mobile Web blogs.


[1] Google Offers A Carrot/Stick For Marketers To Go Mobile
September 21, 2011

[2] Mobile website optimization now factors into mobile search ads quality
September 21, 2011

[3] Smith, Aaron. Smartphone Adoption and Usage. Pew Internet & American Life Project, Jul 11, 2011,

[4] In US, Smartphones Now Majority of New Cellphone Purchases
June 30, 2011

[5] New York Times: Google Says It Activates 500,000 Android Devices Daily
June 28, 2011

[6] IDC: More Mobile Internet Users Than Wireline Users in the U.S. by 2015
September 12, 2011

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