T-Mobile: High Street 'Invisible' To Mobile Users

Despite an explosion in mobile search, businesses are making simple errors in they way they market themselves via mobile, according to T-Mobile - and many of the potential fixes free and simple.

T-Mobile's research at typical independent high-street retailers or microbusiness. Despite a 400 per cent increase in mobile searches over the last two years, 46 per cent of companies remain 'invisible' through mobile search.

"We're seeing a sharp rise in the usage of smartphones by small businesses but they’re not always thinking about how their customers are using their phones to find them," says Martin Stiven, T-Mobile's VP business. "The extent of the hidden high street is worrying and especially when you’re in direct competition with other similar businesses in your area there’s a huge advantage in making yourself visible through mobile search."

Of the businesses that have made themselves easy to find on mobile, 68 per cent have seen benefits over the past year – 44 per cent had more customer enquiries, 24 per cent experienced increased footfall and 15 per cent attributed growth in sales to being visible to customers on their mobiles.

Small businesses and mobile - fast facts

• 42 per cent of microbusiness owners regularly use their mobile to search for local businesses on Google Maps but just 16 per cent of microbusinesses have registered their business on Google Places
• 35 per cent of consumers use mobile internet search to find local businesses, increasing to 45 per cent of consumers aged 16-34, but just 10 per cent of microbusinesses registered their business to appear in searches
• 60 per cent of consumers aged between 16 and 34 'check in' to local businesses and make recommendations to their friends but just 14 per cent of businesses questioned have claimed their Facebook place
• 13 per cent of businesses have made their websites 'mobile-friendly' to ensure they’re easy to read and navigate for potential customers on the move