Smartphones have now taken over as the preferred device for going online in the UK.
Yes, for the first time the phone has become the device of choice, overtaking the laptop as the primary means of connecting to. Meaning that the UK has joined a select list of countries that are mobile first.
Once regarded as the 'second screen', mobile is now the main screen for a lot of users. They don't use a desktop or laptop as their principle device and sometimes use their smartphone... they consume content and use online functionality on their phone by default. Your customer now expects to connect to whatever they want, wherever and whenever they want.
And yet still so many companies are catching up. They have either got no mobile compatible presence or have a very poor one. And some have just mobile optimised their campaign landing pages, but not the rest of the customer experience (perhaps hoping that the user will be so surprised that the landing page worked correctly on their phone, they would forgive the company for a poor subsequent experience).
Is this as a result of a lack of foresight, poor investment, slow development or just plain ignorance?
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