Prediction: by 2015, 60% of web traffic will come from Mobile
devices
While the emergence of social media has captured
the attention of every blogger, journalist and advertiser, another more
fundamental trend is positioned to disrupt the computing experience;
Mobile Web.
Earlier this year, Mobile data traffic surpassed voice traffic across
the globe. A trend that researches believe will continue to grow over
the next 5 years.
At the same time, the information rate is
doubling at nearly the pace of Moores law. IBM estimates that
by 2015, information published digitally will double every 11 hours.
When taken in context of mobile data usage, the way we process
information will be significantly altered.
As by-product of the
mobile experience is UX efficiency. Designers don't have the real-estate
or bandwidth of normal computers. Instead, they have to focus on
targeting applications based upon location, usage, function and
utility. An unexpected result is that mobile data consumption is not
only smaller, but more filtered than web based. Advertisers take
note: If you think the move to digital is difficult, get ready for
communicating to 60% of your audience with 1k instead of 30k.
A
few examples of how this is starting to take shape. Yelp recently released a report about their iPhone
and web originated traffic. While mobile represents less than .5% of
their visitors, they generate 27% of traffic. Per visitor that's a
nearly 10x rate over web-based visitors.

Facebook's iPhone application accounts for
approx 25% of monthly visits but generates 40% more traffic than web
users. If m.facebook.com and other mobile access points are factored in
the volume of mobile usage is even more significant.
As global
mobile/web availability increases - particularly in the BRIC nations, where mobile usage has leapfrogged
traditional voice/web - advertisers and application designers will
have to adapt to a highly filtered, localized, utility-driven digital
world.
To help stay ahead of this transition, pay close
attention to emerging trends in the mobile space, and experiment on how
to optimize marketing and advertising messages using Rich
Media on Mobile, HTML5, Geolocation, Mobile Search
and Sensor
integration.