Devising a mobile strategy should be a priority for your B2B business. Clarifying what your audience wants to see and do on a small screen and figuring out how to turn that attention into revenue is critical. Here are a few highlights of the current state of B2B mobile use: Mobile-friendly sites turn users into customers. If your site offers a great mobile experience, users are more likely to make a purchase. B2B users regularly use mobile to search for and access content on the go. While the desktop website is still the most-used source of information, increasing numbers of B2B tech buyers read white papers, case studies, and product brochures/data sheets on mobile devices. B2B customers shop for tech products for their businesses on mobile. They use their devices to read reviews, read general product/service information, compare product/service features, compare prices, and look for promotions or coupons. Tech B2B customers rely more heavily on mobile browsers than on mobile apps, though 53% of B2B executives have downloaded and use branded B2B mobile apps regularly. B2B mobile traffic will grow 13x over the next four years, with a 6x growth of mobile compared to desktop, according to Cisco’s latest report on global traffic growth. The numbers for your company might be different, so determine how many visitors use mobile devices to access your site by checking Google Analytics. But, without a doubt, those mobile numbers are going to grow over the next few years, as more and more customers use mobile devices to research and make their B2B purchases.

1. B2B Mobile Use
Devising a mobile strategy is a priority for businesses in 2013.
Here’s what B2B executives and tech customers are using mobile
for today, and the growth we can expect in the future.
Mobile-friendly sites turn users into customers
When users visit a mobile-optimized site:
Mobile Search
Search is crucial
throughout the
buying process.
69% of IT
decision-makers
use mobile
for work-related
website searches
for B2B content
74% are more likely to return to the site
67% are more likely to buy products and services
Source: What Users Want Most from Mobile Sites Today, September 20121
Case
Studies
White
Papers
Source: The Role of Digital Media in the IT Purchase Process2
B2B content consumption on mobile
More than 1 in 3 US technology decisionmakers read B2B content on mobile
devices as well as desktops:
Product
Brochures
14%
11%
9%
58%
56%
69%
53%
53-58% of content is read on desktop
9 - 14% of content is read on mobile
Source: 2011 B2B Technology Collateral Survey Report3
50%
55%
48%
Mobile B2B Shopping
Tech B2B customers
researched and compared
products and services
on their mobile devices
while shopping for their
business:
compare features
read
product
info
compare prices
read
reviews
56%
look for
coupons
37%
Source: The Evolving Path of Today's Tech B2B Customer Study, September 20124
Browser
85%
App
Mobile Website vs. Mobile App
Tech B2B customers who shop on
mobile devices rely more heavily on
browsers than apps
82%
77%
72%
46%
40%
38%
36%
Read general
product or service
information
Read reviews
Compare prices
Compare
product or
service features
53%
53% of B2B executives download and
run branded B2B mobile apps
Source: Google and Forbes Insights “B2B Trends in
Mobile & Online Video Study” December 20105
Source: The Evolving Path of Today's Tech B2B Customer Study, September 20124
Business Mobile Usage Trends
Business mobile use in 2016 is expected to be almost 13 times greater than it is today and
mobile will increase from 4% of business internet use to 26% of business internet use.
Mobile
Desktop
2011
2012
2013
2014
Source: Cisco VNI, May 2012
6
2015
2016
2011
2016
1. http://www.thinkwithgoogle.com/insights/library/studies/what-users-want-most-from-mobile-sites-today/
2. http://www.thinkwithgoogle.com/insights/library/studies/role-of-digital-in-it-purchase/
3. http://www.eccolomedia.com/2011_B2B_Technology_Collateral_Survey_Report.php
4. http://www.thinkwithgoogle.com/insights/library/studies/evolving-path-of-todays-tech-b2b-customer/
5. http://www.thinkwithgoogle.com/insights/library/studies/b2b-trends-in-mobile-and-online-video/
6. http://www.ciscovni.com/vni_forecast/wizard.html
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