For some reason, there are still a lot of companies who choose not to take mobile marketing and mobile optimization seriously in their digital media strategies. For the life of me, I can not figure out why. Most people spend the majority of their time away from home, and thus, away from their computers. Therefore, much of their browsing and shopping also take place away from home. I saw an interesting article on Forbes the other day that claimed nearly 90% of our digital transactions do not end on the same device they began on. With the current technological environment, consumers can search for an idea on their tablet, save it for later to get more details on their computer, then finally purchase it on their phone after they've thought about it and had time to make a decision. Not taking these cross platform usage patterns into account when designing a website and device optimization is extremely short sighted.
I feel like at this point I should also mention that I have been been writing and will finish this post on my tablet; I am constantly using mobile technology. I can also say for certain, if I were looking for a product or service right now, anything without a mobile presence (in other words, didn't show up in mobile searches immediately) wouldn't get a second chance. That business would be automatically out of the running because there were other businesses who took the time to make sure they could be found on the go and made their site interactive enough to be useful to me as the consumer. Patience runs thin when people are looking for something in a hurry. Better to be the "perfect, just what I needed" company rather than the "I'd really rather not try and figure out their mobile website" company. Mobile media is one of the fastest growing digital segments, it's important to cater to your consumers instead of asking them to cater to you.