ADVERTORIAL mobile internet users? Are you neglecting
Richard Stevenson, 1&1 Internet Ltd, says an optimised website is vital to compete in today’s market.
B
ritish businesses are working hard to create visibility for themselves on the Internet and adapt to the needs of the online consumer. Whilst estate agents will always be most concerned with the standards of their work and service, no property professional these days can afford to neglect their business development. There is clear evidence that more people are browsing the web on the go with devices such as the iPhone, BlackBerry or Android phone. For example, IDC, a global provider of market intelligence, saw that in the final quarter of 2010, Smartphones surpassed global PC shipments for the first time in history (100.9 versus 92.1 million units). Research shows that a worrying number of UK
firms – including estate agents – may be at risk of losing the audience they worked hard to acquire as consumers now switch to browsing the Internet from a mobile device. Despite 64 per cent of small business owners having used a mobile device to surf the web in their private lives, more than half (53 per cent) have not yet checked the appearance or functionality of their own business website using this method. The smaller screen and touch functionality of mobile devices can often make it necessary to adapt the design of websites. Furthermore, a significantly higher number of operating systems and browsers have to be supported as compared to local hardware like PCs. Of businesses that have examined their web presence on mobile, 41 per cent admit their website has a reduced appearance from and 36 per cent know of reduced functionality. Only 7 per cent of firms were confident they have optimised their websites for mobile usage -65 per cent have no plans to do so.
It appears that many UK businesses today place a low importance upon whether their website can be used comfortably from a mobile device. Only 18 per cent believe that a mobile- friendly website would positively impact sales revenue, 23 per cent recognise a link to brand enhancement, and 31 per cent feel it could provide access to a broader range of customers.
53% of small businesses have not checked the
their website functionality on mobile devices.
Some 43 per cent of owners agree that an optimised website could make a difference to the overall visibility of a business. The figures suggest that complacency on the issue has the potential to place firms at risk of losing website visitors and failing to engage with consumers. Thus, it is perhaps unsurprising that mobile-
friendly website features are still not common place. Remarkably, only one in four firms have a location map on their website, or have location listings on popular search engines such as Google. Interestingly, the level of optimisation for mobile devices varies on an international scale. Spanish business owners are most likely to have checked their website for mobile usage (58 per cent), whilst German firms are the least likely (31 per cent). French companies have made the most efforts to optimise the design of their websites (13 per cent). The data shows that many UK websites have
not yet reached the Smartphone age. Property professionals must ensure that when their website is viewed on a mobile, it loads promptly, functions correctly and comprises an attractive and fitting representation of them.
TOOLS FOR THE MOBILE WEB
Today there are website packages aimed specifically at helping small businesses such as estate agents launch a compelling and effective website in minutes.
In particular, there are packages from around £10 per month that provide a choice of industry- specific templates and content, such as those for estate agents that deliver a website that is automatically optimised for display on popular smartphones. Every property professional must ensure they are online whenever and wherever their customers need them. By accommodating the mobility of their online audience, customer loyalty and spend can be enhanced. On-the-go web access is a trend that can be used to an estate agent’s advantage.
1&1 Internet Ltd, is a global specialist in web hosting.
www.1and1.co.uk
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www.propertydrum.com/articles/mobilewebAug
PROPERTYdrum AUGUST 2012 45
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