As the mobile Internet continues to grow exponentially, marketers are confronted with an important technical question: Should you use responsive Web design or multiple URLs to reflect your Internet presence? It depends, said Derek Edmond, managing partner of KoMarketing Associates. Responsive Web design is a Web development method that allows website displays to automatically scale up or down in size, depending on the dimensions of the screen being used by the reader. It was developed for mobile platforms, which have much smaller screens than standard desktop computers and don’t display standard, fixed, 960-pixel websites very well.
Size and speed are the biggest concerns for the top mobile web users
As smartphones proliferate and the mobile internet reaches more consumers, all segments of the population are beginning to go online anytime and anywhere. But mobile web use is still heaviest among typical early adopters—males and younger adults—and while many are already addicted to the convenience, they are also frustrated by the downsides of the web on the go.
According to January 2011 research conducted by YouGov on behalf of mobile solutions provider Antenna Software, 20% of US mobile phone users use the mobile internet at least daily, with usage most frequent among those under 45. Men were 7 percentage points more likely to use the mobile internet each day than women.
Mobile display advertising is poised to increase fourfold over the next five years, according to a new forecast from ABI Research. The ABI study comes on the heels of a new Pew Research survey showing that mobile Internet use is climbing steeply among U.S. adults.
In the U.S., ABI predicts that the mobile display ad market will increase from $313 million in 2010 to $1.2 billion in 2015. That makes it one of the stronger growth areas for mobile ad revenues, along with text messaging, search advertising, ads within apps and both streaming and on-demand video.