In Ian Flemming’s Goldfinger, Auric Goldfinger is annoyed when James Bond shows up a third time and says, “Once is happenstance. Twice is coincidence. Three times, it’s enemy action.”
So far, I’ve only come across this twice so this is not data. But I’m wondering if you’ve tripped over it as well.
An online retailer and a hotelier both said the same thing in slightly different ways within the same two week period and it made me wonder: When customers log in and the brand can clearly identify who’s who, those who usually come to their site via desktop seldom log in via a mobile device and those who commonly log in on a mobile device rarely log in on a desktop.
One of them graphed their relative traffic to look something like this (from memory) –>
The hotelier said that this realization dropped the priority of the website overhaul down to almost zero. “Yes, we need a responsive website for Google’s sake, but not for our customers. A mobile version of the site is just fine for the majority of mobile users and with such a small percent who use both, it’s just not worth the time and resources… yet.”
This brings up the never ending need to segment your audience as much as you can. Knowing how your customers use your digital properties is far more important than knowing the trends for the rest of the world.
But before I turn this coincidence into enemy action, let me ask you: Are you finding that people tend to use a single device more than multiple devices when interacting with your brand?
Please email me, I’d like to know.