Although more people are now accessing the internet through mobile devices rather than desktop computers, that doesn’t mean small business owners should tear up their marketing plans. In fact, by putting too much focus on attracting mobile consumers, a company could end up leaving a significant amount of money on the table.



Desktop usage has not declined

Although Americans are now spending record amounts of time online using tablets and smart phones, the desktop computer use has not declined. As pointed out in a Wall Street Journal article, desktop-based internet usage has not declined as the mobile market has continued to expand. Apparently, people are using their mobile devices to access the internet during periods where they previously did not, such as on the weekend or in the early mornings. However, weekday internet traffic is still largely driven by desktop users. That means that more often than not, when a person is doing some online shopping, they’re doing it on a desktop computer.


Mobile conversion rates aren’t ideal

As covered in an Entrepreneur article, mobile conversion rates are still lagging well behind mobile internet users in the U.S. market. As it turns out, there’s a technological impediment to consumers who click on an email or website banner ad that catches their eye and actually want to make a purchase. There is no universal digital payment system, disrupting consumer convenience. Eventually, Apple or Google will develop an easy to use payment system that consumers can use to make purchases with a number of different online retailers without having to register their personal information with each individual company. Until then, expect three-quarters of online retail transactions to be carried out on non-mobile platforms.


Users are concerned about privacy

While mobile users love spending time online, increasing concerns about privacy have driven many users to be wary of branded mobile applications. According to Ad Exchanger, almost 50 percent of mobile users have declined to install an app because it demands too much of the users’ personal information. Even though it’s a good idea for small business owners to develop signature apps that will drive consumers to make purchases with personalized special offers, they will only give you a return on your investment if users agree to put your software on their hardware. On the other hand, email remains the digital channel that gives you the highest rate of ROI.



This article was written by Mario McKellop for CBS Small Business Pulse.