Future | VigLink

Internet Trends: VigLink’s Analysis on Mobile

In the wake of Mary Meeker’s latest Internet Trends Report, the important news seems to be all about mobile. In May of this year, mobile accounted for 25% of all online traffic. Mobile is growing 1.5X every year, and that number is projected to grow.

Mary Meeker’s 2014 Internet Trends Report was just released, and it’s a wealth of information for the tech world and beyond. We’ve been hearing a lot about mobile in recent months, especially at our annual conference, ForumCon, but questions still remain on just how much attention should be averted from desktops and put into mobile. Mobile is certainly a growing trend, but as some of our research suggests it hasn’t fully taken the place of desktops. Meeker further explores these contrasting platforms and describes, with raw data, just exactly what is happening and where the future of online activity is headed.

As seen in one of Meeker’s slides below,  mobile is growing exponentially. In May of 2014 mobile accounted for 25% of all online traffic. That might not seem like a lot when you consider that 75% of traffic is still going through desktops. However, the real potential of mobile is seen when looking at the slope of the trendline. Mobile is growing 1.5X every year, and that number is projected to continue to get bigger. By looking at the graph it can be inferred that by 2015 at least 35% off all online traffic will be coming from mobile, further closing in on the margin with desktop traffic.

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There are a number of reasons why mobile is growing at such a high rate, but perhaps one of the most important to recognize (and also one of the most obvious reasons) is increased availability. Why is it that more and more people are getting smartphones for the first time?  The answer is simple, the price. The price of a smartphone has been decreasing at a 5% annual rate since 2008. This describes why mobile is prevailing in developing countries. Those populations completely bypassed PCs and adopted mobile as their first experience with the online world. This is similar to the experience of today’s youth who will be brought up primarily using mobile devices and tablets first and desktops second. Again, all of these trends are leading to the rising use of mobile to access the internet.

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It’s important to not completely neglect all desktop traffic just yet. As pointed out in hosting our Q1 Content-Commerce Report, for every dollar paid on a desktop click, only 49 cents were paid for a mobile click.  There are improvements to be made with the mobile experience, especially concerning the convenience of making online purchases. However, as seen in the trends noted above, mobile is without a doubt growing and your brand’s success will be dependent how well you integrate mobile.

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So why does this matter? Despite these convincing stats, people still aren’t giving the proper attention to mobile integration. There are plenty of companies who are now releasing statistics that mobile is over half of their total traffic, yet only a small percentage of websites actually have proper mobile sites. Are you taking advantage of the growing mobile industry?

Written by Hanna Fritzinger

ForumCon 2014 Highlights

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Last week was our annual conference, ForumCon, and what a conference it was! Here are the most important takeaways from each of the day’s sessions.

What does “Mobile-Optimized” Mean for Communities?

In the opening session, moderator John Boitnott led panelists Tyler Smith, Zach Hobbs, Craig Dalrymple and Howard Steinberg in a discussion on increasing Internet consumption via mobile devices and the effect that is having on forums. The panel emphasized that forums will need to adapt as users increasingly use mobile devices to consume forum content but less so to create new content. Developing countries in particular have many users who access the Internet solely through their mobile devices.

The Lean Community: Simple Tactics for Building Thriving Communities

David Spinks spoke about his first experience in building an online community that was centered around Tony Hawk’s Pro Skater. David argued that forums are far more likely to succeed if they are built as an outlet for an existing community, rather than an attempt to build a new community based on corporate interest. Additionally, David informed the audience, despite conventional wisdom, debates between community members could be key to developing stronger community bonds.

The Top 5 Forum Insights that Changed Our Business

Crista Bailey emphasized the importance of encouraging community members to openly  share their content. As the CEO of TextureMedia, Bailey has built the largest online community for women with curly hair. If TextureMedia weren’t an environment where women in this historically-marginalized community felt comfortable sharing their stories and pictures, the brand would not be what it is today.

Moderation and Management of Your Community

Dan Gill moderated the talk about managing online community with panelists Greg Childs, Justin Isaf and Patrick Clinger. The panel members had important insights about who ought to be responsible for electing community managers. One great example was, if someone asks to be a community manager, they probably aren’t a good choice. Instead, ask an active and influential member of your forum to be a manager. There’s a good chance that they are the type of member who plans on being a part of the community for an extended period of time.

Conversation about Online Community

Conversations about Online Community gave attendees the chance break into groups and answer assigned questions. They then chose their best insights to share with the entire ForumCon conference. Attendees made a series of clever suggestions such as, making sure that each community manager receives individual attention and emphasizing the importance of randomized checks on manager decisions. There was also plenty of discussion about whether to remove “downvote” features altogether.

ForumCon Tech Fest

This year’s ForumCon featured the first ever Tech Fest competition with a series of entrepreneurs pitching their products to a panel of expert judges. Each of our presenters had a great pitch, but Panjo and their advertising marketplace for forums ultimately prevailed.

Using Proven Science to Create Highly Addictive Communities

Attendees had the opportunity to learn about proven methods that increase their community’s retention rate from Richard Millington. One of his most interesting pieces of advice was messaging someone right after they join your community might not necessarily the most effective use of your time, especially if your goal is to get them to contribute to the site. Instead, Millington found that responding within five hours to a new member’s first contribution resulted in a 53% increase in the chance that they would contribute again. Additionally, responding within the first hour increased that figure even further.

The Future Discussion of the Web Panel

ForumCon’s final panel was moderated by Nellie Bowles and featured Jeff Atwood, Josh Miller, Daniel Ha and Thomas Plunkett. Our most forward-looking panel spoke about the need to encourage civil discussion online and some of the ways previous efforts to do so had fallen short. For example, insisting that users login through Facebook doesn’t seem to have any effect on their being civil to one another. What’s most important is for people participating in online communities to realize that even without face-to-face interaction there is someone on the receiving end of their comments.

How Purposeful Design Increases Engagement

Courtney Couch explained the power of purposeful design (the holistic approach you take to your site). Couch suggested that every design decision ought to be evaluated on the basis of its benefit for users and not simply because it “could be done” or might look “cool”. His talk tied to previous comments made at ForumCon that the most successful forums are very basic with user-friendly designs.

Special thanks our MC John Rampton.

Thank you to all of you who came and a special thanks to our wonderful sponsors: FORUMS.net, tapatalk, Vanilla, BoardReader, Panjo, Internet Brands, Hi-def Ninja, Vbulletin, Verticalscope and Topix.  Other great wrap-ups have been written byJessica Malnik and Evan Hamilton. You can also check out a great collection of content from the ForumCon Storify and visit our blog for videos of the sessions.

Written by Hanna Fritzinger