A recent study shows the branding advantage of a mobile site, especially for a restaurant.
Consider these facts:
- Consumers attach to a brand faster using mobile devices than anything else, because they hold the device in their hands, as opposed looking at a computer screen or television. They make it a part of their identity, and therefore, trust it more (the study calls it psycho-haptic — “what I touch is real”). Amazing factoid: Studies report that 65% of mobile owners admit to sleeping with their device next to their bed.
- Choices to messages on a mobile device tend to be Yes or No, and responses come fast. This is because mobile devices are designed, in part, to make things convenient and quick. Amazing factoid: According to a Litmus study, entitled Email Analytics, as of December 2013, 51% of emails were opened by a mobile device.
- Branded content on a mobile device is more likely to get a positive response. This goes back to how people take personal ownership of their mobile device, which is much more than a desktop or laptop computer.
- Want to counter a couple of bad reviews on Yelp? Spend a little money for a great mobile site. Consumers are more likely to change their perception of a brand if the message or experience comes via a mobile device. Remember, their device is their personal property. They are emotionally attached to it. It wouldn’t lie to them.