Too many resources are sucked up by the process of designing and re-designing our websites. We’re wasting valuable time poring over navigation, color palettes and spiffy Flash animation.
None of those aesthetic flourishes matter for a great many of the people who actually visit the site, because they do it through aggregators or on mobile devices:
PRSA Tactics had a brief (“Survey: Blacks, Hispanics are Most Active on Mobile web” by Kyra Auffermann) in the “Diversity Dimensions” section that cited Pew Research Center numbers that reinforce the case for everyone (but especially higher ed institutions given the dramatic increase in minority enrollment during this economic downturn) to do more to invest in making information and services available to the mobile web.
Among the findings (which continue to show that mobile phones are the primary connection of minorities to the web):
- Rate of Cell Phone Ownership:
- African Americans & English-Speaking Hispanics: 87%
- Whites: 80%
- Rate of Wireless Internet Use:
- African Americans & English-Speaking Hispanics: 46%/51%
- Whites: 33%
The days of establishing a hub and forcing people to make a pilgimage to it are in the past. The new dynamic is reaching people where they are, on their terms. Increasingly that is on social networking platforms, and increasingly that is mobile.