Why Independent Cable TV Operators Need Responsive Mobile Websites
Do you have a mobile website? If you are not on board, there is still time.
You may have noticed that mobile phone usage is pervasive in today’s society. Less than a decade after Apple disrupted the market with the iPhone, smartphones have become a leading platform for media consumption. According to the comScore study, Global Digital Future in Focus 2018, smartphones are the dominant platform in terms of total minutes used. Users spend twice as much time on a mobile device as compared to a desktop.
A whitepaper probably wasn’t necessary to convince you of how much people are using their cell phones. A trip to the local mall would suffice or anywhere else for that matter. Our phones have replaced CD players, cameras, computers, day planners and more. Smartphones are also changing how we watch news, sports and entertainment.
Communications Service Providers (CSP) should be aware that while television is still the preferred way to watch, the internet is catching up. According to a report published by Zenith, the gap between TV and internet media usage will only be 7 minutes per day in 2018.
The report also stated by 2019 mobile will account for 26% of global media consumption. The average rate of increase for mobile internet consumption between 2010 and 2016 was 44% per year. The rate has slowed as mobile device purchases have seemed to reach their plateau.
Consumers Expect Mobile
What does this mean for the independent CSP? The consumer now expects the majority of their life to be accessible via mobile devices. This is no different when it comes to the services and products of local cable TV, broadband and telephone providers. Your customer may prefer to watch TV on a TV screen, but they do want your website to display correctly on their Samsung Galaxy.
If customers can’t check out channel listings unless viewed on a 21″ monitor that is an unnecessary barrier to climb over. It must be easy for subscribers to interact with CSP’s online services no matter what device they are on.
Google Preferred Responsive Websites
Google continues to control the majority of search engine traffic in the world. As of 2017, Google accounts for more than 74% of global search usage according to Net Market Share. In short, Google makes the search rules that everyone follows. For several years, Google has been touting the importance of mobile websites as it relates to search results.
At one time any old mobile site would do. Now the preference of Google is responsive designs. W3 Schools defines responsive as, “using HTML and CSS to automatically resize, hide, shrink, or enlarge, a website, to make it look good on all devices (desktops, tablets and phones).”
If a website is not responsive, there is a very good possibility that it will not show up in search results. Google’s aim is to provide the best possible results for those that are searching online. A website that does not display correctly on a mobile device is not a great search result. A McKinsey & Co study from 2014 stated that 61% of users will not return to a website that is not mobile. That stat has undoubtedly increased since then. A mobile website is a key factor in higher rankings on Google.
What Should Be Mobile?
The short answer? Everything. As an independent CSP battling cord-cutting, the challenge is to provide service that meets the expectations of today’s consumer. National competitors like DISH, DirectTV and Verizon as well as OTT providers like Netflix, Hulu and Amazon have an optimized digital presence. A multi-million dollar budget is not needed to be mobile friendly and offer what your customers are acclimated to.
Here are some areas that should be mobile friendly:
- Mobile Website – If you do nothing else, please get a responsive website. The other suggestions should be a part of your site, as well.
- Channel Listings – People always want to know what channels are on their package.
- Live Channel Guides – Gone are the days of the TV Guide magazine on the coffee table. Now we check our phones for when The Bachelor airs.
- Bill Pay – Make it easy for those that like to pay online.
Get Help If You Need It
Running your operation, has enough challenges as it is. Don’t let poor mobile performance be an unnecessary one. It does not have to be a difficult task. Teaming up with the right provider can be extremely beneficial.
Of course, here at BNDWDTH, we consider ourselves the right provider for the CSP industry. If you have any questions, please reach out. We’d love to chat with you. Give us a call at 757-416-6109 or visit our contact page. Or share your thoughts below in the comment section.
Like it? Please share!
About the Author
BNDWDTH is a marketing agency built for communications service providers. We help cable TV, broadband and telecom providers increase market capacity.