Your Dad Has a Smartphone. Is Your Website Ready?

Your Dad Has a Smartphone. Is Your Website Ready?


It’s almost 2015. Technology has been a game changer for many small businesses. By now, most professional website developers are including smartphone compatibility and responsive design in their list of website development services. Businesses are investing in app development – and advertisers are purchasing in-app screen time.

But perhaps the biggest indication of the changing times is this:

Baby Boomers are the Fastest Growing Demographic for New Smartphone Purchases.

It’s true. Since 2011, the number of Baby Boomers using smartphones has been steadily increasing. By 2015, Baby Boomers (age 50 and up) will represent 45% of the US population – and they are also the wealthiest subsection of the population, with folks 55 and older controlling more than three quarters of America’s wealth. Today, 36% of Baby Boomers own a smartphone, and nearly half of them use the Internet and check e-mail every day from it. Nearly 35% of all tablet users are adults age 45+, and 47% of adults older than 73 now shop online.

Marketing to Baby Boomers should be at the front of every forward-thinking business owner’s mind. And as we all know, marketing today is all about mobile:

Your next website visitor will be using a mobile device.

Mobile web is no longer the future. It is here and now, and your customers expect your website to function properly on their smartphone. People don’t pinch-and-zoom on their tiny screens to read content any more. Smartphones are all about convenience and saving time: if a person lands on a website that does not display well on their cell phone, they are going to simply move on.

How can we be so sure that your next website visitor will be on a mobile device? Take these statistics into consideration while you think about the shape of your business’s website today:

60% of All Online Traffic Now Comes from Mobile Devices.

If you are actively monitoring your website statistics, then you know that mobile use is on the rise. The Small Business Trends website published an article in July of 2014 that notes that mobile traffic – smartphones and tablets combined – are now responsible for 60 percent of all online traffic. About half of that traffic is from mobile apps – leaving the other half to mobile web. The same study also suggested that 23% of all organic website traffic is coming from smartphones – with 12% from tablets.

32% of Google Searches are Done on Mobile Devices.

MarketingChart’s report on the mobile share of search engine visits makes it clear: 1/3 of all Google Searches are now done on mobile devices. This study is from the third quarter in 2013, so it’s nearly a year outdated already – by now that number has certainly increased. If you are investing in SEO, or rely on people to find your business online by searching, then be prepared for your website to welcome 1/3 of your visitors who find you there on their smartphones.

2 in 3 Americans Own Smartphones Today.

You probably already knew this the day you saw your dad walk into a restaurant and snap a quick picture of his dinner with his smartphone – but there are now significantly more people who own smartphones in America than don’t. A study done by Nielson suggested that 65% of Americans owned smartphones in 2013. This increase is affecting how Americans spend their free time as well – on average, Americans spend 34 hours a month using mobile apps and browsing the web on their mobile devices. This number is actually more time than they spent on their Desktop computers every month!

Google Mobile Search uses Device Compatibility as a Ranking Tool – and Google Prefers Responsive Design.

Even Google has taken a stand on device compatibility – and Google has clearly stated that it prefers responsive design over other mobile-friendly design techniques. But don’t take our word for it – hop over to Google and read their recommendations in their own words:

With increasing smartphone usage, making a website that is friendly to smartphone users has now become a critical part of website management. This document outlines Google’s recommendations to webmasters who wish to serve content in optimized formats for both desktop and smartphone users, and notes the common mistakes you want to avoid. We have pages about websites for tablets and feature phones too.

70% of Mobile Searches Lead to Action.

It isn’t enough to simply state that more and more people are using smartphones today. The overwhelming statistic that ties it all together is this one: 70% of searches performed on mobile devices will lead to action on websites within one hour. People are constantly seeking information, and they are using their mobile phones more and more to do so. And in fact – people are using their smartphones to make decisions about the products and services they will purchase. User experience is critical – and if your website isn’t ready for your mobile audience, you are going to start losing real business.


What does my website look like on a smartphone?

So, what’s the next step? Your dad has become accustomed to visiting websites on his smartphone – is your website ready for him? Have you tested your website on various devices?

Iceberg Web Design has a tool on our website that allows you to see how your website performs on a small screen. As part of our website development process, we take this a step further – we make sure that your website performs well on real devices, not just our simulation tool.

If you would like to see how your website looks on a real mobile device, contact us today for a free website consultation. We would be happy to further explain the value of a mobile-optimized website, show you some real examples from our website design portfolio, and discuss how we can make your website ready for everyone – even your dad.

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