Battleground Mobile: Why (and how) prepare for the future
The views of the author are entirely his own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
The mobile world continues to explode. Major players like Google, Facebook and Apple are investing heavily in efforts to establish themselves as the dominant player in emerging markets that emerge as a result. These companies bet largely on continuous changes in mobile usage and in user expectations for mobile devices, and this means you should be, too. This means that you must have a mobile mindset first.
The investments of these companies are made at different levels. For example, Google has already made mobile mobility a rating factor and intends to increase the strength of this signal in May 2016. But there is much more to this story, so dig it!
Continued Rise of Mobile Devices
Of course, you've heard it before, but the growth of installed mobile devices probably happens even faster than you think:
According to this data, PCs, tablets and smartphones account for only about 25% of Internet devices installed by 2020. A few years ago, they accounted for two thirds of the installed Internet devices. In the business world, this is what we call "disruptive change".
Many new types of devices will probably play a fairly passive role in our lives (such as intelligent refrigerators, intelligent thermostats and other Internet of Things devices). By this I mean that I do not expect them to become devices with which we interact heavily.
However, many classes of these devices will be those with which we will interact substantially, such as smart TVs, Internet multimedia peripherals and laptops.
Here is a reconstructed view of this same graph focusing only on this category of devices:
Looking at this new graph, we see that PCs and tablets - devices with a rather large keyboard - still represent only about 40% of the devices installed.
Increased voice search
So how do we interact with these devices? The main way to do this will be by voice.
In the recent major event I did with Gary Illyes, he said that the number of voice searches that Google received in 2015 was double the 2014, so they definitely see a sharp increase in voice search volume.
The recent interview that Danny Sullivan did with Amit Singhal highlighted that. The head of retired quality research from Google (he retired as of February 29, 2016) spent a year living primarily on mobile phones. One of the interesting exchanges in the interview:
Danny Sullivan: Do you tend to type more or have you voice-searching more?
Amit Singhal: I am swiping and searching for the voice much more than the typing letter.
At another point in the interview, he also said: "I realized ... only on mobile devices, that I wanted to do more." This idea is supported by something Gary Illyes said in our recent conference: "We get, I think, 30 times as many action requests by voice as by typing.
This emergence of vocal research is a big deal. As Singhal noted above, this leads to much more voice search, and voice queries use natural language queries much more than typed searches. This seems to be one of the main reasons behind Google to develop and launch its RankBrain algorithm.
Who wins mobile wars so far?
Recently, I watched a great video of a presentation by Chartbeat Tony Haile. In this video, it shows interesting data on content consumption, as well as on the mobile market. One of the most fascinating graphics is this one showing that Facebook totally dominates the consumption of major news events:
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Note that this particular graphic is for a unique story about the Atlantic, titled "What ISIS Really Wants", but it's a compelling picture all the same. In addition, Facebook has 678 million users (47% of all their users) who access their platform only from mobile devices, and 934 million of their 1.44 billion users (65%) access Facebook From a mobile device every day.
Taking a step further, you can see how Facebook's dominance here is played on a minute-by-minute basis, using
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Submitted on: 2017-02-23 03:32:00