In 2012, 3% of all e-commerce took place on smart phones. That may not sound like a lot, but it translated into $8 billion in sales, a number that Forrester Research expects will continue to climb significantly, to 9% ($31 billion) in just four years.
If your online sales are strong and you’re for some reason not worried about missing out on the 9% that will be occurring on mobile devices, think of it this way: currently one in four of the 132 million Americans who use mobile internet engage in m-commerce (making purchases on their smart phones and tablets). Forrester expects that rate to double.
So there you go: by 2017, half of everyone in the country with mobile Internet will potentially be using it to access your website or buy from you. Do you want them to have a lousy experience? Then it’s time to optimize.
Maybe you’re thinking, “The products I sell are not the type someone would be searching for on-the-go.” Or “I’m B2B. Our customers are not going to be placing sales on their smart phones.” Well, the world’s largest ceramic tile manufacturer just saw fit to launch a mobile-optimized website. Clearly, mobile shopping is not just for finding the nearest pizza joint or checking the price on a pair of shoes anymore.
And what about the mobile users that aren’t going to make purchases, but still want to check out your company – maybe just to see what you offer, where you’re located, or how to contact you? As of this past December, 23% of website visits came from mobile devices. As a percentage of total web traffic, this is up from a rate of 6% in January 2011. Mobile web traffic itself went up 84% in the past year.