People love their mobile devices. That’s not news.
But Think With Google recently released new data via a resource called Masterful Mobile Web that sheds light on the current state of mobile and shows how smartphones in particular are dominating internet use.
Here are three specific smartphone statistics your law firm needs to know to guide your mobile optimization efforts.
1) “71 percent of users globally now access the internet via a smartphone.”
It wasn’t all that long ago where we reached the “tipping point” where more people officially accessed the internet through a mobile device than a desktop or laptop. But this statistic from Google shows just how big smartphone penetration has become, with nearly three out of four internet users accessing now it through a smartphone.
To put this into perspective, mobile penetration was only at 52.7 percent in 2015, meaning there’s been a nearly 20 percent increase in just four years.
When it comes to your legal site, you can bet that the majority of visitors will be smartphone users rather than desktop users. So you need to do everything possible to rev up your mobile optimization.
2) “72 percent of internet users globally rely on their smartphone as much as, or more than, a desktop or tablet.”
This statistic lets us know that smartphones are the clear favorite when it comes to mobile devices. Although a percentage of visitors will access your legal site on a tablet, the bulk will be using a smartphone.
In other words, this narrows down the mobile segment and shows that optimizing for small smartphone screens should be top priority rather than optimizing for mobile in general.
3) “28 percent of users globally purchase products and services at least as often via a smartphone as via computer.”
This final stat tells us that visitors not only prefer to browse websites on smartphones, more than a quarter are willing to make a purchase on them as well. While this particular Google study focused on the retail, financial and travel industries, this information can still be applied to the legal industry as well.
If you accept online payment, you’ll definitely want to have a simple, intuitive checkout process that’s designed with smartphone users in mind. Doing so should help you capitalize on a larger percentage of leads and increase your conversion rate.
Learning By Example
This study is also helpful because Google provides actual examples of some of the top ranking sites that offer an excellent mobile experience. Some specific criteria they assessed includes:
- Product pages
- Registration and conversion
- Mobile design
I recommend browsing through some of these sites and seeing what they’re doing right. Doing so should provide you with direction on how to improve your law firm’s site and offer insight into exactly what Google’s looking for.
We’re at an interesting point in time where smartphones are the hands down favorite way to access the internet. Absorbing these three smartphones statistics and applying the information should help you fine-tune your law firm’s site and gain an edge on the competition.