Mary Meeker of Morgan Stanley wrote a post on her blog in 2008. She wrote that by 2013 more people would be on the internet with a mobile device than with a desktop. Now 2 years later i’m wondering if this could become reality.


I have checked the mobile device use of 3 big websites a manage last month (e.g. TijdensZwangerschap and a Business School). The graph below shows the increase of mobile device for the past year (Dutch).


mobile rise graph


The graph shows that mobile traffic has trippled in the past year! Further analysis showed there is an increase of 40% per quarter for all three websites. This could mean that Mary Meeker’s statement could become reality much sooner. I believe we will have over 25% mobile visits within 18 months (March 2012).


Big consequences of mobile increase!
Visitors on a mobile device surf the internet in a different way. In a comment on Mary Meeker ‘s story by EmediaVitals they are also mentioned as “content snackers”. Your entire conversion strategy might be at risk. At the business school I work we are focussing on brochure downloads. Interested visitors leave their contact details in exchange for a brochure download (each course has its own brochure). These leads are passed to sales. Analytic data shows that visitors on a mobile device are less likely to download a brochure. Now what?


So your strategy needs to take “content snacking” into account. Make sure your content is prepared in bite size chunks which people can view, store and share easily. A great conversion technique might be to suggest people to subscribe for a relevant content feed (by e-mail). Especially as mobile users are also known as “hyper email checkers”. They check their email 64% more than non-mobile users.


Read the November 2012 update here!



About the author

Diederik Martens Marketing Operations Contractor

Diederik Martens is a results-driven digital marketer with a passion for B2B and the complex sale. Diederik is a frequently asked speaker and lecturer on marketing operations, marketing automation, lead nurturing, buying journeys, CRM, Predictive Lead Scoring, and marketing technology. Diederik is Marketo Certified and experienced in Salesforce. Marketo honored Diederik as one of the world’s top 50 by naming him to the 2014, 2015, and 2016 Marketo Champion Elite class. In 2015, Diederik was awarded a Killer Content Award in 2015 for his nurture campaign strategy at Quintiq.

Comments (3)

Diederik Martens

Ondertussen heb ik, naast de vele sites uit het onderzoek, recent ook nog twee andere sites geanalyseerd. Een prijzenwebsite steeg van 3% naar 8% in mobielen bezoeken in de afgelopen 6 maanden en een grote webshop in verlichting steeg van 0,46% (jan. 2010) naar 5,61% (jan. 2011) mobiele bezoeken. Beide dus weer een absurde groei van respectievelijk bijna 63% en 87% per kwartaal!

Diederik Martens

Update January 2012.

2012 JAN – 36,50% Mobile traffic
2011 DEC – 32,42% Mobile traffic
2011 NOV – 27,53% Mobile traffic
2011 OCT – 25,23% Mobile traffic
2011 SEP – 25,38% Mobile traffic
2011 AUG – 24,15% Mobile traffic
2011 JUL – 24,27% Mobile traffic
2011 JUN – 19,80% Mobile traffic
2011 MAY – 18,57% Mobile traffic
2011 APR – 17,04% Mobile traffic
2011 MAR – 15,60% Mobile traffic
2011 FEB – 13,43% Mobile traffic
2011 JAN – 12,72% Mobile traffic

Diederik Martens

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