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Sign into your accountThe Mobile Customer Experience: Trending, Optimization, and Application
September 09 2013
Mobile is the single most important part of your real estate business moving forward.
This statement holds true for both real estate professionals as they benefit from ever evolving mobile technology available to them and for customers as the adoption of smartphones and tablets continue to gain market share. This white paper will focus on the latter, your customers and their experience with mobile.
Mobile might not be the largest source of your traffic yet, but it's the fastest growing digital avenue, and mobile web traffic will soon overtake desktop traffic.
In 2012, there were 121 million smartphone users and 94 million tablet users in the United States, representing a 31% and 180% increase over 2011, respectively (eMarketer, Search Gets a Mobile Makeover, April 2013). Mobile devices have changed the way consumers interact with businesses, and today's REALTOR® must understand how consumers use different devices to be able to develop and optimize mobile marketing strategies that deliver the right mobile experience to each mobile user.
To better understand the impact mobile traffic has on your business, it helps to take a look at exactly where your visitors are coming from. Direct measurement of visitor behavior is important to gauging the effectiveness and ROI of marketing strategies.
As you can see in Figure 1 at right, nearly two-thirds of all real estate web traffic still comes from desktop computer systems. But that rate has declined each year, and is projected to continue doing so.
Smartphone and tablet traffic (both mobile) combined now makes up 36 percent of real estate web traffic, while mobile apps make up a much smaller, but significantly more engaged crowd of real estate customers.