You already know what I’m about to tell you. Ownership of mobile devices  is still increasing and according to a global mobile data traffic forecast by Cisco,  by the end of 2013, the number of mobile-connected devices will exceed the number of people on earth, and by 2017 there will be nearly 1.4 mobile devices per capita.

Of course, this doesn’t mean that everyone on the planet will own a mobile device. It can be largely attributed to the increasing number of users that own multiple devices, which will continue to grow as more and more people are given secondary phones to be used for work purposes (the main reason most people would need more than one device).

Despite these caveats, the increase in mobile device ownership, and in particular ownership of smartphones, has led to an increase of web usage with 17.4% of global web traffic now attributed to coming through mobile.

Mobile % of Total Internet Traffic by Region—2012 vs. 2013*

Mobile internet traffic by region

Data Source: StatCounter; Image Credit: Stock Exchange; *May 2012 versus May 2013 ** Traffic shares do not include tablets

Email consumption by mobile devices

Internet usage is not limited to web browsing of course, and according to Litmus, 48% of all emails opened during September 2013 were on Mobile devices, up 10 percentage points from September 2012.

Email consumption by device

Email consumption by device

Mobile usage in B2B markets

It could be argued that these are consumer figures, not applicable to B2B. However, a recent survey from Google & Forbes Insights has some intriguing findings:

  • Nine out of 10 executives use smartphones on a day-to-day basis, and they are increasingly migrating to tablets for their business-related tasks.
  • Somewhat more surprising is the statement that more than a quarter of executives said they use mobile devices to conduct research for purchases exceeding $100,000.
  • Most executives turn to mobile devices first when initiating the purchases process. 7 out of 10 report using smartphones or tablets to look up product or service information upon first learning of an offering and more than a third say they are still referencing information from their mobile devices when a purchase decision needs to be made.

Mobile usage in the electronics industry

With relation to the electronics industry specifically, we are able to corroborate the growing importance of mobile devices. Publitek provides web development and email marketing services to many of our clients and the analysis reports show 27.9% of emails are opened on mobile devices, whilst mobile web traffic to clients websites has more than doubled since 2012. As a percentage of overall web traffic, mobile now commands an average 8.5% of all website traffic, up from 5.8% in 2012.

This begs an obvious analogy. You wouldn’t discard 8.5% of leads, so why discard 8.5% of website traffic?

Mobile usage is on the increase, is about to eclipse the traditional for consuming emails, and is deemed to be an important part of the purchasing process by executives, so why aren’t more websites and emails for the electronics sector mobile optimised?