In case you needed further proof that mobile is fast becoming the priority channel in the contemporary digital mix, a study carried out by Yahoo’s Flurry network has identified that there are now more mobile devices than people in the UK.

Fresh research shows how device usage and preferences can vary dramatically by region, particularly within Europe. The mobile report, which draws upon data from 564 million iOS and Android devices across the ten largest European countries by population, provides a comprehensive and illuminating picture of mobile usage in the EU.

The top three countries for on-the-go device penetration stand head and shoulders above the rest. The UK comes in third, with 130% penetration, behind the Netherlands (136%) and Sweden (150%); all are far ahead of Spain in fourth at 81%. These blistering rates of adoption mean these countries boast more mobile devices than citizens, with many households typically containing multiple devices.

With mobile devices increasingly becoming the go-to method of browsing, those with a publishing platform must ensure all content is, at the very least, mobile-optimised in order to provide a more engaging experience for users.

If we look at the time spent on-device, 90% is now spent in-app as opposed to via a dedicated mobile web experience. The total number of sessions is growing too, underlining the sizeable opportunity apps bring, with a 36% growth in the UK between October 2014 and October 2015.

It is clear from this data set that effective campaigns must prioritise content AND delivery. By demanding seamless interactive experiences wherever they are, mobile users have pushed those behind the scenes to deliver higher quality content than ever before. This content should be able to reach the right person, at the right time, on absolutely any device.

We now live in an multichannel landscape, but mobile – and particularly apps – should be topping any list of priority channels for 2016 and beyond.

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