We’ve all seen the evolution of the cell phone. From the late 1990’s when Nokia dominated the marketplace to today, where people line up outside of the Apple store to purchase the latest iPhone.

Today’s phones are becoming increasingly adept at doing all of the functions computers previously owned. Their broad capabilities are the reason that most Americans find them so integral to their day-to-day life. In fact, 75% have admitted to taking their phone to the rest room.

It’s important to view every mobile phone owner as a mobile shopper, which is what they are. According to Google, 4 out of 5 smartphone owners use their devices to shop, and 82% use search to influence their purchasing decisions. That means the vast majority of the millions of smartphone owners use their phone for the bulk of the shopping experience. For email marketing, keep in mind that 62% of emails are opened on a mobile device. This means that if you’re sending out content that isn’t mobile friendly, it’s going to waste on a huge chunk of your recipients.

It’s also notable that 70% of mobile searches lead to online action within an hour. That’s three times higher than searches done on a desktop. This is primarily because searches on mobile devices are done with a specific intent in mind, and often while consumers are already out and about, allowing them to more easily visit your establishment. According to Google, they conduct 30 million click-to-calls each month (clicking the ‘Call’ button under a business’s listing and it triggering your mobile phone to call the business.) With mobile devices used less for general online web searches than desktop and laptop computers, it’s another reason to push for a mobile-friendly solution. Having one that is concise and informative is doubly beneficial for your business, as a third of shoppers find information on their smartphone as opposed to contacting a business either over the phone or via email, thereby freeing up your employees.

As mobile usage grows in popularity, mobile searches are expected to exceed desktop searches for the first time next year. That means that your online strategy needs to change in the next few months from being geared towards desktop computers, to being primarily focused on mobile compatibility. Millions of retailers across the world have come to this realization and made huge revisions to their current online presence.