Mobile Traffic Growth At Risk. What To Do About It?

In the last decade, the smartphone has become one of the main gateways to information for millions of people around the world. 

Its adoption has been so great that projections since 2016 indicated that it could become the most important source of search by 2025.

But… It was only a matter of time before the projection fell apart. 

Neither Nostradamus nor The Simpsons managed to foresee the sharp drop in mobile traffic (nor a pandemic that made us all stay at home for several months), but that’s exactly what State of Mobile 2022 report has shown.

Is it possible that an apocalyptic future awaits us and that, as marketers, we must throw all our mobile efforts overboard?

What the Semrush 2022 study says about mobile traffic

The world was already talking about the importance of taking care of Mobile audiences. Since 2016, this has been the priority, thanks to studies indicating. That smartphones would be the main source of information search and hence the high investment in their growth. 

However, the arrival of the pandemic left us with a certain behavioral disorder, which after two years still affects us.

What does the pandemic have to do with traffic? 2020 was the year we saw the first drop in mobile traffic. The restrictions on leaving the house, at first, seemed to be connected to the increase in the use of the computer for organic searches.

Mobile traffic vs. pandemic

Just think for a second: when was the last time you remember going to the bathroom without your cell phone? 

Yes, it is true that the pandemic led us to make frequent use of the computer. Honestly, working, studying or looking for information continues BX Leads to be more comfortable on the computer. But this is not the main reason for the drop in mobile traffic.

Companies, faced with the new dynamics of consumption, began to invest in more technologies that would allow them to survive the uncertain economic future. Market research showed that users were not only using smartphones more but that we were generating even more attachment to the device.

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