Ahh, the smartphone. Where would we be without it?
Most of us own one and they’re becoming ingrained in our everyday lives and daily tasks. First thing in the morning, last thing at night and up to 150 times in between depending which research you read! Lose it or run out of batteries and it feels like you’ve lost a real part of your life.
Maybe that’s just me...
Whether it’s buying online groceries, searching for a holiday or paying bills - most of us turn to our phones as the go to device. And now, it’s no different when it comes to searching for a new property.
If someone passes a new-build development or spots a ‘for sale’ sign, what are the chances that they’ll wait until they’re home to fire up the painfully slow PC laptop, waiting for Mcafee to run its endless searches, little blue bars updating and that’s after you’ve realised the battery has run out.
Then and only then do they start their online search.
Nah, we’re living in an instant society, instant gratification, even instant coffee is too slow! So it’s far more likely that the person will jump straight on their phone to start their property search. Immediately.
What do the stats say?
Statistics from the Deloitte Global Mobile Consumer Survey 2016 support this idea and show just how reliant the nation is on mobile phones.
Four out of five adults have one, and we assume that the other adult is either ancient, infirm or doesn’t have 4G in their cave.
We look at our phones over a billion times a day - again we assume this stat refers to the whole human population, rather than just the girl on reception.... And, what’s more, 32% of the population scroll through their phones within five minutes of waking up!
The survey also revealed that more people own smartphones than computers, with 81% of consumers owning a smartphone and 48% owning a desktop computer. So if you’re a developer looking to maximise your marketing reach and deliver engaging communications, you need to be embracing technology and creating content that is mobile-first.
Think mobile first
Any sales website that is not responsive is missing a massive segment and not serving the audience with what they want and need. Yet a responsive website is not designing for desktop first and retrofitting for mobile, it’s the reverse of that reverse engineer, mobile is King and simplicity is not just lazy design, less is definitely more on mobile. No clutter, just streamlined UX all the way.
Since the first touchscreen launched in 2007, smartphones have got bigger and better. The report outlines that the industry is going to grow even more and the introduction of new technology will lead to the Internet becoming faster and phones becoming lighter.
So what does this mean for communications within the property sector? To engage with a digital audience that’s constantly on the move, businesses need to create responsive content that can be accessed via a number of platforms. Offline campaigns, printed media, advertising and hoarding all have a part to play in the overall communications mix, but digital and mobile is undoubtedly changing the way we communicate.
You’re probably already aware of this (in fact, are you reading this on your phone?!) and you may already be optimising your content for mobile, but so many companies are not. How many times have you visited a website on a mobile and been frustrated at the illegibility of the content? How many times have you tried to load a page on a mobile and been frustrated at how slow it has taken and subsequently given up?
Whether it’s creating a responsive website, delivering digital banner ads or crafting a show home launch e-newsletter, we work closely with our clients to help them create engaging digital campaigns.
If you’d like to chat about mobile communications in more detail and how we can help, contact us on +44 20 3772 5360 and watch this space for further developments.