Mobile

Gill Elderfield

What the market is telling us

• 2009 – 8.5m mobile phone internet users (23% internet users)

• 2011 – 17.6m mobile phone internet users

(45% internet users) Ofcom 2011

“internet access via mobile is predicted to overtake internet access

via a PC by 2014” Morgan Stanley, Internet Trends Report 2010

Mobile friendly

Mobile websites produce on average a 75% higher rate of engagement per visit (Omniture 2010)

1 in 5 visits to mobile websites result in call to business (DudaMobile 2011)

What is a mobile website?

• Optimised for mobile experience

• Takes account of native mobile features

• Simple navigation

Why mobile is important to government?

Accessibility – nearly 25% of internet searches are done on mobile (Google 2010). Smartphones becoming more affordable. Expectation – 73% UK smartphone users access mobile internet at least once a day (Initiative 2010) Relevance – mobile device is instant, always on and always with the user. Over 50% consumers use their smartphone primarily for personal reasons (Initiative 2010)

Directgov mobile user journey

Directgov mobile

1.7 million visits per month - 9% of Directgov central site traffic

Case study – job search

Mobile browser experience

Case study – job search

Mobile app experience

• sign up by email or text

• text DUE and date to 83377

• receive reminder when grant can be claimed

• promoted on the web and via leaflets distributed through GP practices and maternity clinics

• 30,000 sign-ups in first three months of campaign – three times more than forecast

SMS: Health in Pregnancy Grant Campaign

Banners

Other opportunities

• SMS

• QR codes

• Augmented reality

• NFC

• Mobile payments

• Mobile should be a key element of the proposition

• Mobile internet usage is increasing

– now is the time to get involved

• Important channel – make

information available to the user when and how they want it

In summary: