Retailers shift their ad spending from TV, radio and print ads to digital ads.
And the provider is building more sites optimized for touchscreen smartphones.
Traffic to the mobile web sites and apps of mobile technology provider Netbiscuits has increased 100% during the last six months, the company reports. Netbiscuits has built 20,000 sites and apps for companies worldwide in various industries, including retail, the provider says. Many are not commerce-enabled.
More of this traffic is coming from smartphones with touchscreen interfaces, and Netbiscuits has responded in kind. It says 35% of its sites and apps enable users to interact with the phone with a touch or a swipe, and that 83% of sites and apps it has more recently built offer these features.
“Today almost every smartphone offers a touch- and gesture-driven user interface. Consequently, touch optimization is especially important,” says Michael Neidhoefer, CEO of Netbiscuits. “Our growth rates show that touch and gesture-driven sites will set the standard for the mobile web in no time.”
The provider uses the up-and-coming Internet programming language HTML5 to build its mobile sites and applications. HTML5 offers significant changes to its predecessor, namely an improved interface with touchscreen devices, enabling such design elements as swiping photo galleries, and the ability to access a smartphone’s native features and functions, such as GPS and address books.
Netbiscuits also has been optimizing web sites for use on tablet PCs such as Apple Inc.’s iPad. It says 3% of all of its clients’ web sites are tablet-optimized. Such optimization includes changing the size of the site to render more precisely for the tablet form factor, and subsequently tweaking layout and design and ensuring the sites work well with touchscreen gestures.
“Smartphone optimization alone is not enough,” Neidhoefer says. “A touch-enabled, app-like user experience for mobile sites and an optimized delivery to all mobile devices is vital.”