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European brands should harness mobile platforms more readily
European brands should harness mobile platforms more readily
Time icon 9 August 2017, 14:18 pm

More and more consumers are using their mobiles to communicate, work, play, and simply live. At the same time, desktop usage has steadily decreased for many purposes, such as sending and reading emails, catching up on social media, and particularly getting directions. This is not indicated by just one study, but many: Adobe Digital Insights (ADI) Analytics states that desktop usage is decreasing throughout most of Europe, while Google has stated that more searches are now made on mobiles than desktops in ten countries, including several in Europe.

Consumption on one website is declining

Additional ADI statistics show that total time spent on one website ("consumption") has declined at the same time. There are many possible explanations for this, such as consumers quickly finding the information they need while mobile and only engaging in extended browsing on desktops. But ADI's recent Best of the Best survey seems to provide another potential explanation: 72% of European consumers indicate that browsing websites is generally worse or more frustrating on mobiles than on other platforms. Even 64% of 18 to 24 year-olds agree, though they are generally somewhat more lenient in this regard.

Impressive growth from year to year

Compared to Adobe's 2014 and 2015 findings, the most recent Adobe Analytics aggregate results show that mobility is being embraced more and more by consumers. On its own, however, this does not necessarily mean more constant browsing by consumers. As ADI's Best of the Best survey shows, many consumers spend less time on brand websites, not just because of the smartphone format, but because many businesses could do well to improve the mobile experience provided by their websites. Most signs indicate that mobile web design is something for startups to embrace and existing businesses to seek out.