This slide is from Benedict Evans’ presentation Mobile is eating the world. The subtitle reads “Smartphones and tablets taking half of browsing and a third of purchasing”. Pause to take that in for a second. A massive and growing share of the market is on iOS and Android. The growth in these market share figures continues to surprise me.
Lots of mobile usage is in the home of course, and to a very large extent mobile means smartphones. Hence the smartphone user experience is key to growth. Riding with the tide of change is almost always the right call, especially for those with limited resources. Like startups.
We’ve been talking about mobile for years now, long enough for several mobile first companies to achieve massive scale, not least Uber. The massive shift to mobile is not the new news, then. What’s new is how far that trend has gone. One third of purchasing and one half of browsing. Mobile first is moving from an innovative strategy to the new normal.