The concept of ‘mobile first’ is not a new one, but it’s something that our customers are increasingly demanding. And for very good reason. The wider availability of 4G and the related competitive pricing and choice for consumers will increase mobile traffic this year, having already grown from 22.8% to 37% in 2013. Although traffic share between mobile devices and tablets remained relatively steady over 2013, sales of tablets are on the rise - 17 million were sold in the UK in 2013, with sales of 20 million predicted for 2017.
Tablet sizes are changing too, according to Deloitte’s recent Technology, Media & Telecommunications Predictions 2014. It forecasts that compact tablets, with an 8.5 inch screen or less, will become the predominant size of tablet. Deloitte predicts that by the end of this quarter, smaller tablet usage will exceed that of classic tablets this year. Tablets, classic or small, are reducing in price and processing speed is increasing.
Such significant development in the mobile market is having a huge effect on the way web sites are developed. We have been championing a ‘mobile first’ approach for quite some time now. The Finnish national broadcaster, YLE, launched its mobile-first, response designed news site, svenska.yle.fi in 2011. A year on at Drupal Camp Helsinki 2012 said they were reaching a bigger audience because of this approach.
The YLE Swedish team created a specialised “flat” editorial workflow that allows them to enter content once, then use and re-use it as “promos” and in larger collections of content across various parts of the site. The content team builds the site, not the IT people, and they are able to publish content anywhere on the site within five minutes. By designing the system mobile-first, and not hiding content from mobile users, they and other brands reach a bigger audience more effectively. There are no apps to download or update.
Creating a separate mobile site is no longer cost effective or time efficient for brands that want to share content and connect with their customers. Responsive Web Design (RWD) ensures that a website adapts to any device, from the smallest smartphone to a desktop PC and everything in between.
Brands need to think of the user experience, imagining that they are accessing the web site via their smart phone and they want to see beautiful design and impressive content that is well laid-out. RWD wins over mobile users by intelligently responding to different device resolutions, adjusting the layout according to screen size. Different breakpoints will change the layout of text and images, stacking and flowing differently to fit the current screen. Text, images and buttons are at an appropriate size for the screen and elements, such as menus, become device compatible. Developers need to make use of smartphone touchscreen functionality by enabling navigation of the site through swiping and tapping.
Understanding how people view content on their mobile versus their desktop or tablet device is crucial when deciding which content to prioritise in the interface. Acquia carries out research in this area and works with lots of partners that produce award-winning work in this field. Advice from OHO Interactive, the web design agency, suggests that people viewing sites via their smartphone are generally looking for initial information and are in ‘research mode’. Therefore navigation is key as well as content. They need the mobile site to help guide them to the next step but generally users are browsing, looking for further information rather than decision-making.
A key area for consideration by companies who run digital marketing campaigns is that users often engage with a mobile site directly from an email communication. Therefore, the content needs to satisfy the user in terms of expectations raised from information received within the email.
Mobile success will drive many brands forward over the next two years. Facebook’s recent acquisition of messaging service WhatsApp for $16million is testament to this. Mobile has become increasingly important to Facebook in recent times, with rocketing mobile active users.
Brands with websites that adapt to the growing mobile user base with a responsive design that reacts to the user environment will reap the benefits. Companies in high-tech, high-growth sectors are all seeking five to six year IT road maps. The technology and applications they want to produce evolve fast and companies want to both develop what they are doing but also adhere to the wider business growth and IT infrastructure that has been laid. Open source and cloud based technology enables companies to stay ahead of the game and realise their vision for customers.
By Jim Shaw, General Manager of Acquia UK.
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