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La conectividad móvil cambia el panorama internauta.
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El informe de Telefónica sobre la Sociedad de la Información en España (2013) demuestra que la venta de tablets y smartphones se ha disparado en estos últimos años con respecto a la de ordenadores personales y portátiles.
La conexión a Internet con este tipo de dispositivos móviles también se ha incrementado exponencialmente (en los dos últimos años se ha multiplicado por nueve). Está previsto que el acceso a internet a través del móvil supere al tradicional a través de PC en 2015.
La gran ventaja del móvil se encuentra en la accesibilidad en todo momento, la comodidad de no tener que esperar un tiempo para encender el dispositivo, ni desplazarse a donde se encuentra el ordenador. Permite acceder a la red mientras nos desplazamos y en aquellos momentos en que antes no lo hacíamos, permitiéndonos aprovechar para estos menesteres un tiempo que antes no aprovechamos. Se trata de un “tiempo reencontrado” dentro de nuestras jornadas para gestionar actividades o relacionarnos socialmente.
En definitiva, hemos pasado de conectarnos puntualmente a estar siempre conectados. Se calcula que un usuario medio consulta el smartphone 150 veces al día. Como responsables de empresas ¿no deberíamos tratar de aprovechar ese tiempo extra que los usuarios permanecen conectados para promocionar nuestros productos y dar opciones de compra?
Pese a ello, la forma en que se presentan la mayoría de webs no se está acomodando a los nuevos tamaños de pantalla (sólo un 6% de las PYMES cuenta con una web adaptable a las pantallas móviles).
Debiera ser una prioridad de las empresas el tener una web optimizada para móvil si tenemos en cuenta los siguientes datos:
El 25% de los usuarios de smartphone los utiliza para realizar compras. El 80% investigan sobre productos con el móvil, lo cual se puede considerar como una primera etapa en la realización de compras. El 81% de las compras con el móvil no estaban planificadas sino que se producen de una forma más o menos espontánea. El 60% de los usuarios espera que la web cargue en menos de 3 segundos. Un 40% abandonará la página de una empresa que no le permita encontrar fácilmente lo que busca, o no esté optimizada para su dispositivo. Además, las consecuencias de esto no son solo puntuales, el 46% de los compradores móviles no volverá a una web que no funcionaba correctamente en el móvil. Por si esto fuera poco, esta situación beneficia a la competencia. El 34% de los clientes opta por continuar su búsqueda en la web de otras marcas. A través de sus móviles los clientes demandan información local justo en el momento que la necesitan, por lo tanto su reacción es positiva en la gran mayoría de las ocasiones.
Por todo lo dicho, si quieren estar a la altura de los tiempos que corren los responsables de las web nacionales deberán hacer un esfuerzo para hacer sus diseños adaptables.
Según palabras de Pedro Clemente, autor del libro “Diseño Web Adaptativo”, hablamos de Responsive Web Design cuando una única url que acapare todo el tráfico web (lo cual es importante para el posicionamiento) presenta los contenidos de modo diferente en función del tamaño de la pantalla.
“Que como usuarios nos sintamos frustrados al consultar una y otra web en un móvil, para mí es un problema. Esa empresa está perdiendo clientes si no da un buen servicio”, señalaba este autor en una entrevista concedida a www.ahoraempresas.com .
Clemente señalaba el retraso que lleva España en este aspecto: “La técnica del responsive design nace en Estados Unidos en 2010. El primer libro en castellano, específico sobre el tema, sale a la luz en octubre de 2013. Demasiado tiempo”. Así mismo destacaba lo incomprensible de que las empresas estén tardando tanto en reaccionar ante este fenómeno.
Si tienes una web desfasada, en JER Publicidad tenemos los profesionales y conocimientos que te pueden ayudar a ponerla al día. Si vas a crear una página nueva , puedes hablar con nosotros para que planteemos un diseño que sea adaptable , acorde a los nuevos tiempos.
Consúltanos sin compromiso.