After the target market research I wanted to look at mobile-first and app development which has become more prominent in the last few years with brands and industry starting to take a mobile approach to design and development designing for mobile first through tablet to desktop and larger devices.
There is definitely a need for this as UK smartphone ownership has risen dramatically in the last few years, this can be seen in the graph below by statistic.com In the graph ownership is split by age group and shows from 2012 until 2016 the rise mainly in ages 16 – 54 (data is not complete for 65+ in 2016 at the time the graph was produced).
This is set to continue as smartphones are reported as ‘overtaking laptops as the most popular device for accessing the internet in the UK’ by Wired.co.uk.
Google Search Index set to go ‘mobile first’ within months
In October 2016 Google announced it will be splitting its index between mobile and desktop (more info.). They will create a separate mobile index which will become the primary Google index and the separated desktop index will not be kept as up-to-date as the mobile one. This change is a response to user behaviour – they state that more than half of all searches happen on a mobile and if a page takes more than a few seconds to load a user will abandon and visit somewhere else. This is clearly an indicator in the direction of mobile first design in a response to the user.
Mintel Group Ltd
Research by Mintel Group Ltd report that as industry and brands are striving to keep up with changing user and consumer requirements brand mobile experiences are reported as still poor – Digital Spring Trends March 2016 (Mintel Group Ltd)
This infographic shows brand/product-related online activities performed in the prior three months by device in December 2015. Mintel report that ‘brands able to offer a superior mobile interface might be at an advantage when it comes to engaging shoppers’.
Mobile Only Users 16 24s
16 – 24s are reported as only accessing social/media networks via smartphones – Digital Spring Trends March 2016 (Mintel Group Ltd). This highlights how a large demographic of users are using their smartphones day to day.
As the ownership and use of smartphones grow and become more and more a central part of peoples lives. This is an area that is forecast to continue to evolve and develop in the future in a response to the wants and needs of the user.