Brands ignoring mobile search at their peril says Mobileweb

Rating: A cross device mobile strategy is also key, apparently

According to the Mobileweb Company, mobile websites that it operates typically see uplift in mobile site traffic of more than 90 per cent. That’s because they are fully optimised for mobile search discovery, the company claims. Whilst Mobileweb’s own recently announced research shows that iPhone users grab the lion’s share of mobile web access (55.7 per cent), the company still urges brands to adopt a cross device mobile strategy. Less than 10 per cent of potential customers have an iPhone. The stats that Mobileweb has just released also have one highly surprising statistic.

Those with Sony handsets generate more mobile web traffic that those with either RIM BlackBerries or Nokias.

Samsung devices were second after Apple iPhones in generating 9.2 per cent of traffic; HTC devices third with 6.6 per cent; and other devices generated well over a quarter (28.5 per cent) of all mobile web traffic.

Sony’s share of the traffic was 5.6 per cent followed by RIM with 5.1 per cent and Nokia trailing way behind with 1.5 per cent.

However, Mobileweb sees the mobile services it operates accessed by up to 300 different mobile devices each month.

Mobileweb argues that its report shows that an impressive return of investment can be achieved if the customer experience is good and services deliver value quickly.

For the services it operates, Mobileweb Company typically sees more than 50 per cent of customer visits result in a measurable outcome; a call, booking, purchase or potential visit.

It also shows how important mobile search is for attracting new customers.

With the likes of Google, who command more than 95 per cent of mobile search activity, treating mobile websites very differently there is a great opportunity for organisations to gain prominence for their brand through well optimised mobile services and content, Mobileweb claims.

It also says that organic search is a very effective low cost way for a brand to get in front of potential customers.

However, most sites and underlying content are very poorly optimised and mobile search is overlooked, Mobileweb says.

“The challenge for many brands taking their first steps in mobile is they are in danger of alienating potential customers through poor experience,” argues Martin Wilson, md with the Mobileweb Company.

“Others are failing to recognise the value of search in driving customers to their brand.”

The company points out that Gartner [in 2010] predicted that by 2013 more people will use mobile phones than PCs to get online and says that currently the mobile web is estimated to be growing 8 times faster than the PC web environment.

“The growth rate certainly shows the increasing importance of mobile and why it is critical that brands start to invest in building a mobile presence in the right way,” Wilson added.