More than 75% of Pinterest usage takes places on phones and tablets. When I saw that number this morning, I thought it was a mistake and in a way it was. Some outlets are reporting a clarification on this notation saying that it’s not 75% of users on mobile, it’s 75% of usage.
When talking about social or any site that requires registration it’s usage that matters not users. As we all know, plenty of people sign up for a service, use it once or twice then never or rarely return. As marketers, those people don’t count. What we want are those folks that sign in at least a few times a week and are active on a service. On Pinterest, these folks are mighty mobile.
What really interests me about Pinterest’s mobile upgrade announcement is that we’re talking web not app. The site already has a very nice app for both iOS and Android, but this improvement is for all those folks who browse the web on their phone. This could mean they’re using a type of phone that doesn’t handle iOS or Android apps, or it means they don’t feel the need to add another icon to their crowded home screen(s).
When you login, you won’t see much of a difference, but Pinterest says the update is cleaner and now includes more useful pins and related pins. Basically, they’re doing their best to make the top features sync across all usage options. It’s a big job but it’s a concept that’s becoming more and more important as our businesses go global.
Check out this infograph with mobile growth figures from 2001 to 2011 in Europe.
That’s just one corner of the world. Egypt grew by almost 3,000%. Brazil 750%, Pakistan 14,000%.
Getting back to Pinterest – they have advice that you should take and use not just for their site but for every site you manage on the web.
Learn how Pinterest works on mobile.
Even if you use Pinterest mainly at work, use our phone and/or tablet apps to get a feel for how people experience Pinterest on those devices.
Make your Pins and boards mobile-friendly.
When you create boards and Pins, think about how they’ll look on mobile phones—that’s how most Pinners will see them.
Make your Pins search friendly.
We’ve covered this before, but search is just as big of people’s mobile Pinterest experience as their desktop one, so make sure your stuff is easy for people to find by using thoughtful Pin descriptions and categorizing your boards.
It’s all very simple but I’d bet that at least half of the people who read this have never looked at their own social media on a mobile device.
My point is, when we talk about mobile we tend to think apps, apps, apps. But making sure your website works on a variety of mobile devices is the best thing you can do for your customers and your bottom line.