According to Internet traffic data compiled by Adobe and Google, approximately 20 percent of all Internet traffic in the United States now takes place on mobile browsers. Smartphones are being used in greater numbers compared to tablets, but that trend is bound to see a reversal later this year: Tablets are expected to account for 10 percent of all Web traffic in 2014.
The figures above should remind modern legal professionals that their Internet presence should be optimized for mobile browsing, but there are other factors to keep in mind. Mobile browsing will one day be as common as desktop browsing; to this end, it is important to consider the behavioral and experiential differences between the two.
Instant access is the first aspect to consider with regard to mobile browsing. Smartphones and tablets are always on and ready for duty, and this makes them more attractive to users who wish to quickly look up information even if they are at home. In fact, 70 percent of tablet owners browse exclusively from home. For this reason, it is imperative that legal professionals optimize their websites by using a responsive design.
Mobile sites must not only conform to various screen sizes; they must also provide a browsing experience that adjusts to various devices. In this sense, the mobile website of a Pensacola domestic violence lawyer should not offer as many touch-and-tap options as its desktop version. This entails giving mobile users more pixel space between areas of the screen they can touch, which makes the site easier to navigate.
The desktop browsing experience is more comfortable with regard to visibility and practicality. Desktop browsers invite collecting information, opening several sites, clicking on multiple links, drag-and-drop functionality and customizing the overall Web browsing experience. Reading, however, is an activity that users seem to enjoy on tablets more than on desktop systems; this should prompt legal professionals to increase the quality and quantity of content on their websites in order to appeal to all platforms and devices.
A recent study by Marin Software indicates what many web marketing analysts have already known for a long time: Mobile ad sales are the next frontier for getting business on the web. This study shows that mobile traffic could drive as much as one third of all paid-search click traffic by 2014. In other words, smartphones and tablets are a booming business!
Some of the key indicators and trends in the Marin Software report include:
Covering markets in 13 countries including the United States, China, Australia and the UK, the study was comprehensive and worldwide. As a legal marketer or lawyer with an interest in marketing your firm, you need to know how to take advantage of these trends. For instance, if you are an Atlanta fatal accident attorney, one avenue for marketing expansion could be to develop innovative ways of reaching out to potential clients through mobile advertising.
Do some research, download the analytics tools you need and get started developing your mobile ad campaign today!
Smartphones and tablets are the true future of personal computing. According to data compiled by research firm Nielsen in 2011, the adoption rate of mobile devices in the United States is bound to catch up to desktop and laptop computers. Months before the release of the new flagships of mobile computing — the iPhone 5, the Samsung Galaxy series and the Nokia Windows-based devices — the adoption rate of smartphones was at 36 percent. Tablets were at five percent with e-Readers at nine percent and netbooks at eight percent.
The growing use of mobile computing devices is shaping the future of SEO and online marketing in general. Law firms and solo practitioners should be aware of the following behaviors emerging among smartphone and tablet users when they browse the Web and check social media updates.
Online marketers are noticing that tablet users tend to spend more time browsing websites compared to desktop and smartphone users. A similar trend was observed in terms of engagement. This means that the webmaster of an injury law firm will notice a lower bounce rate from tablet users as long as the site is optimized for mobile browsers.
Browsing the Web on a smartphone is a less pleasant experience than on a tablet. As a result of this user experience, smartphone users spend less time visiting pages than they normally do on desktop and laptop computers. For this reason, law firms should focus their mobile marketing efforts on strategies such as click-to-call, simplified sites for smartphone users, social media presence, useful apps for prospects and clients, etc.
Tracking tablet users should be easy for webmasters of legal websites. More than 90 percent of tablet devices can be tracked, a higher rate when compared to desktops. Using cookies to track smartphone users is trickier as less than 50 percent can be tracked.