Companies looking into increasing their online customers focus on strategies targeting mobile users. However, this doesn’t mean brands can ignore desktop users. In fact, targeting customers who are using different devices to access the web remains to be a necessity for any digital company.
In a report released early in 2017, Forrester estimated that 5.5 billion people are on mobile. This number accounts for two-thirds of the world’s current population. This forecasted growth is becoming the building block of numerous online strategies since more people are using mobile devices to access the web. Adobe’s second quarter report released in September supports this move. They forecast traffic from mobile users to exceed traffic from desktop users by year-end. This will be the first time this will happen.
Despite what the new information reveals, desktop users continue to be relevant. With a wide gap between commercial and revenue shares between desktop and smartphone users, companies can’t ignore customers who are on the less accessible device.
For the last 10 years, marketers focused on allowing better access to mobile users. However, Marielle Van Gorp of BookingSuite reveals it is also important to look into individual consumer behavior. During the Millennial 20/20 panel in Singapore, she emphasized that desktops continue to be relevant especially for the European market. She also talked about how consumers switch devices and how crucial it is for a company to create a site which will remain responsive irrespective of the device being used.
KKDay’s Chief Product Officer Prasanna Veeraswamy agreed with Van Gorp. Veeraswamy considered the desktop to be the venue they use as their main planning space. He added that their company can offer a luxurious visual experience to virtual users through the desktop. This continues to be the most popular venue where customers can judge an item before purchasing it. Experiencing the site firsthand through desktop can eliminate surprises later on.
As for companies who entered the market through mobile platforms like Uber, desktop remains to be relevant. Uber’s Astha Kalbag revealed the company had to create a desktop site following the demand of numerous users. According to her, the biggest factor on whether to focus on desktop or mobile depends on what customers want. She cited how UberEats which used to be a mobile-only app had to create a desktop site due to the demand from consumers. She also cited the need to evolve through the process.
As for Uber’s performance in the ride-sharing sector, Astha revealed the company wants to consider itself as a start-up. Uber received unprecedented popularity in many countries but the company feels the need to innovate and keep up with the trends.
Whether a brand decides to focus on desktop or mobile, content will continue to be in demand. Marketers will spend a significant amount of their budget in content production. With so many companies offering this service, it’s crucial to find a reliable provider to make the digital marketing process more efficient. The Hoth is a trusted content provider, to read what customers have to say about them check out their reviews here.