Mobile gains integers as the main Internet access device. Currently the number of searches performed through the mobile has already been equated to the demand registered with the PC. It is expected that in 2014 the use of mobile devices will exceed that of the computer. For users mobile optimization is indispensable, so it has become an obligation for brands, who seem to be finally aware of it.

The consumption of mobile content will only grow in the coming years. Google, records more than 100 billion monthly searches, and reviews more than 20 billion web pages daily, analyzing and indexing new content. In just one year it has doubled, and its evolution will be exponential in the next 5 years. If in 2012 users consumed 0.9 Exabytes, in 2013 this demand is expected to be 1.6 EB; In 2014 of 2.8 EB and in 2017 exceeds 11 EB.

More than half of the local searches are already done through mobile devices; A reason why 88% of brands consider that it is important to have an optimized site. Their efforts in this area turn in a greater conversion:

• 28% of companies that have invested more than 25% of their marketing budget in this sense have registered a conversion rate of between 2 and 4.9%.
• The 21% of those who have dedicated this same percentage have been able to appreciate a 9% improvement in their conversion rate.

However, they still have a long way to go. EConsultancy indicates that only 1 in 4 companies has a mobile marketing strategy. 45% of the brands only have a traditional web, in their desktop version, while 27% have a mobile site, and 7% have an app. Only 21% take care of its presence for mobile and desktop. Given the circumstances, they still have many decisions to take to be prepared:

Users are multi-screen

It is expected that by the end of the year there will be more mobile devices than people. This implies that users turn to more than one device. 90% of users use more than one of these screens at a time. Therefore the mobile optimization has to take into account this variety of devices; In addition, customers demand an integrated experience across all channels. 67% of customers start a purchase on one device and continue on another.

What content do you share? 

The video stands out as the most demanded online content. The technological revolution has allowed in 3 years the demand for video to go from being 6% to 22%. ComScore indicates that in December, approximately 40 billion videos were watched online by 182 million users, across all devices

Through what channels?

Although it is still the main means to share content (53.3%), social networks have been gaining strength, mainly Facebook, which collects 27.4%. Twitter follows in order of importance (9.7%); While LinkedIn has hardly any presence (0.9%).