1. Understanding the
mobile experience
Damon Herren
Metrics Marketing
@damon

2. In 2011, the number of smartphones
sold exceeded the number of PCs sold
http://www.businessinsider.com/the-future-of-mobile-deck-2012-3#-4

3. 1,420k smartphones are
sold/activated every day
http://www.lukew.com/ff/entry.asp?1506
Photos used under Creative Commons from arabcrunch, richardstowey, keepthebyte, and roger_g1

4. 3.5 smartphones per day for every
person living in Cleveland.
Photo used under Creative Commons from ronnie44052

5. In a few years, the number of mobile
devices will “dwarf” the number of PC’s
http://www.businessinsider.com/the-future-of-mobile-deck-2012-3#-4

6. Mobile users on “full” sites
were only able to accomplish
58% of their tasks.
http://www.useit.com/alertbox/mobile-usability.html

7. Mobile users on mobile
optimized sites accomplished
64% of their tasks.
http://www.useit.com/alertbox/mobile-usability.html

8. Poor mobile
experience

9. Photo used under Creative Commons from andyinnyc

10. 84% at home
Photo used under Creative Commons from jlt
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

11. 74% while waiting in lines
Photo used under Creative Commons from quinnanya
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

12. 69% while shopping
Photo used under Creative Commons from sheila_steele
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

13. 64% at work
Photo used under Creative Commons from cloneofsnake
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

14. 62% while watching TV
Photo used under Creative Commons from osde-info
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

15. 47% during commute
Photo used under Creative Commons from jannem
http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

16. 40% in the bathroom
Photo used under Creative Commons from epsos
http://bit.ly/gNizAX/

17. 60% are liars - Luke Wroblewski
Photo used under Creative Commons from epsos
http://bit.ly/gNizAX/

18. 1. Know thy user
Photo used under Creative Commons from andyinnyc

21. 61%a of users are unlikely to
return to site that they had trouble
accessing from their phone.
-
http://www.mobify.com/resources/Google-webinar-are-you-mobile-ready/

23. 20-25% of never orUK
mobile internet users
US and
infrequently use the desktop internet.
-
http://www.slideshare.net/OnDevice/the-mobile-only-internet-generation

24. >50% ofusers do notAfrican
mobile internet
Asian and
use the
internet on a PC.
-
http://www.slideshare.net/OnDevice/the-mobile-only-internet-generation

25. 2. Don’t shrink the experience

26. 3. Make it finger friendly
Photo used under Creative Commons from supadupamestizo
Photo used under Creative Commons from bayat

27. Mean Errors by Target Size
35%
30% 29.9%
25%
Mean Errors (%)
20%
15%
12.9%
10%
5% 5.9%
2.8% 1.6%
0%
3.8mm 5.8mm 7.7mm 9.6mm 11.5mm
Target Size (mm)
http://www.mediateam.oulu.fi/publications/pdf/1076.pdf

30. 47% ofmobilesay they are more
apt to click a
users
ad by mistake
than they do on purpose.
-
http://paidcontent.org/2011/01/27/419-pontiflex-about-half-of-mobile-app-clicks-are-accidental/

31. 3. Make it finger friendly
Photo used under Creative Commons from supadupamestizo
Photo used under Creative Commons from bayat

32. Photo used under Creative Commons from spadgy

37. 11% of mobile users phonesto
actually screaming at their
admit
over frustration at buying on mobile.
-
http://www.mobify.com/resources/Google-webinar-are-you-mobile-ready/

38. 4. Minimize User Input
Photo used under Creative Commons from spadgy

39. Better Mobile Experience
1. Know thy user
2. Don’t shrink the experience
3. Make it finger friendly
4. Minimize user input

40. More about mobile experiences…