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The internet is increasingly mobile in Europe.  So should the EU go mobile? If it does, how can the institutions effectively connect with Europeans through their mobile devices?

Figuring this out requires a couple of steps.  Let’s begin by looking at the landscape of European mobile. Then we’ll go over some basic principles to use when thinking about and designing a European site or application for a mobile device. And remember, mobile is an evolving landscape that will change a lot in the next few years.

A brief look at Europe’s mobile landscape.

How Europe is different?

Like everything else European, Europe’s mobile landscape is diverse.

Internet mobility is not uniform across the Member States. One in five Belgians has a smart phone. In Estonia, it’s estimated that only one out of six households connects with the web via a mobile device.  ComScore claims that only 38% of the Spanish had a smartphone at then end of 2010. In Slovenia, a country with an internet penetration of about 69%, just 20% of these internet users connect via a mobile device. Yet 29% of Finns between the ages of 16 and 74 may prefer to use a mobile device to go online.

Nor is everybody in  each Member State using the same mobile platforms. StatCounter keeps a running tally of the top mobile operating systems used in Europe. Apple’s iOS  leads the pack, followed by Android (who recently outstripped Blackberry). Yet these European trends vary when it comes to different Member States, with Blackberry still leading Android in certain countries.

How is Europe  similar?

Thankfully, most mobile internet users follow the same trends when it comes to what they use their mobile internet time to do:

1) They kill time with mail and social networks (according to comScore, the mobile social networking audience grew 44% in a year in the EU5), reading news and playing games or listening to music.

2) They search for information that they need right away, especially local information (travel or transport, weather, restaurants).

Users with access to mobile internet do access the internet pretty regularly via their devices. About half access it every day. (According to statistics gathered posted by Google, in the UK, 55% of smartphone users access the internet via their mobile every day. In France, 59%, and in Germany, 45%.)

So now that we’re a bit more familiar with the landscape, let’s see what sort of plans we can make when it comes to the EU and mobile.

The plan

First: do you need to “go” mobile?

Almost every site benefits from mobile presence. Users are there, and many of these users connect to the internet ONLY via their mobile. And if resources allow and the content of your site changes often (daily, weekly, monthly) or could be needed when people are away from home, then a mobile presence is even more desirable.

Second: if yes, you need a STRATEGY!

Business and users needs are basic in the creation of any new web tool. Usability and consistency of user experience throughout the different platforms are fundamental. BBC future mobile strategy (they did their first WAP site 10 years ago) provides a great example of analysis of users needs and definition of business goals.

The definition of the rest of your mobile strategy will be easy IF you rely on users and business needs.

Third: App or mobile site?

Apps test better than mobile sites with users.

=> Apps 1 – Site 0

• Mobile sites are easily discoverable while users need to know about apps in advance.

=> Apps 1 – Site 1

• Apps are specific to a device, so more time and money consuming to develop than mobile sites that are platform independent.

=> Apps 1 – Site 2

• Apps make full use of device characteristics and are integrated with all the other apps and functionalities of the phone. A mobile site cannot reach this level of integration.

=> Apps 2 – Site 2.

It’s good to keep in mind that apps are useful for repeated users and repeated actions. For example, many top apps allow you to get directions, play a game, or document a moment – something you’ll do more than once and while away from home or the office.

Mobile sites are best for occasional users. For example, users will not be inclined to download an app to know the opening hours of an office…Knowing users and their top tasks tells you whether you want a mobile site or an app.

The same will happen when deciding which devices to target. Designing for the lowest common denominator (including feature phones) may create frustration and disappointment for some smartphone users, but shouldn’t a public service be as accessible as possible? Knowledge of users, their profiles and habits can help the business (in this case the Commission) refine/tweak its goals.

The best apps are simple and easy-to-use. A good app has a clear, uncomplicated purpose that adds value to the user’s day.

Third: “The fat-finger syndrome will be with us for years to come”(Jakob Nielsen)

Human fingertips are typically 16–20 mm in diameter and this is just one of the design constraints that we should never forget, together with screen size and CONTEXT.

In the absence of clear standards, design for mobile experience is based on basic principles and best practices. Reading the human interface guidelines for every device (e.g. Android HIG, Apple iOS HIG, etc.) is a good starting point, but don’t forget to test with real users and real devices.

Just one more thing: mobile devices are very powerful and mobile experience is about making full use of capacities and possible interactions. Not an easy task, if we want to at least satisfy our users.Have you already defined your mobile strategy? Please comment to share it with us….

@Linda_Margaret with the aid of DG COMM’s in-house web / mobility expert Monica Solombrino

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