Are Some Companies Mobile Friendlier?

As traditional computers and laptops increasingly compete against mobile devices like Apple’s iPads and iPhones, every business that operates online will be forced to reevaluate the effectiveness of their delivery. Asking questions like, “How well have we replicated our web experience on mobile devices?” Or, in cases where the mobile interface has been completely re-engineered, “What’s missing when comparing the two experiences?”

Admittedly, the necessity for this kind of comparison is still in its infancy in the legal market. But probably not for much longer; higher percentages of mobile visitors may be here in as little as 12 to 18 months! The amount of traffic on many law firm websites, for example, is on the verge of rising above single digits. Here are some instructions if you’re interested in finding out your own firm’s mobile visitor numbers.

So watching what’s happening with digitally-focused companies like Twitter and Facebook makes some sense. The issues faced by law firms won’t be nearly on the same scale, of course; or as well publicized; but a little insight into ‘what not to do’ is always valuable.

Most recently, I was interested to learn that Twitter makes as much revenue on mobile as it does on the web, and that nearly 60% of its traffic is mobile delivered. That’s impressive, considering the frequent critique of Facebook (and many other web companies, frankly) being unable monetize mobile traffic. Mobile advertising conversions and CPM pricing have tended to be much lower in mobile than on the web.

So what is Twitter doing right? It could be that Twitter is just a simpler service, and easier to render on mobile apps. Facebook’s mobile apps are still very buggy, in my experience, and I often retreat to using the mobile version of Safari, rather than anything coded by Facebook. There are also tasks in the web environment that are difficult to replicate on your phone or tablet. Ever try muting a post on a FB app? It’s not easy.

Twitter, by comparison (and again, in my experience), has very reliable iOS applications. They arguably jump-started their mobile learning curve through the acquisition of Tweetdeck; and today, deliver a very usable mobile experience for both their apps, and on the mobile web.

So when analysts compare the ability of the two companies to generate advertising revenue, it could be that Twitter has better advertising delivery methods. Or, it could be that Twitter understands their mobile experience and usage better. And rationally, with Facebook being the more sophisticated product, it makes sense that Twitter would arrive at the finish line first.