Mobile handset activity by minutes on the internet has grown 125% in a year. Smartphones and tablets continue to take up more digital bandwidth, according to a recent BrightEdge report, covered on Andy Beal’s Marketing Pilgrim a couple of weeks back.
Still, it’s clear from the research that conversion, the buying event that most online properties crave, still trails the PC. The significance of this puts the pressure on sellers, many of whom do not create digital properties optimized for the mobile user, both from the user interface and security side. In order for the mobile-digital interface to accelerate revenue generation, the user must have a convenient “buy now” process on the property and trust that the exchange of the personal information is secure.
Mobile wallets are one way of ensuring this, but they are poorly understood by consumers. Nonetheless, most online prospects want one. If a properly optimized digital property can provide an easy access to purchase through one of these secure devices, I believe revenue will follow. Does that make sense to you? Comments welcome!