It is critical for law firms to reach mobile users more effectively because mobile device use and mobile search are only increasing. According to the Pew Research Center, as of January 2014, 90 percent of Americans owned cell phones. In October 2014, the same source reported that 64 percent of Americans owned smart phones. Most consumers use these devices to conduct online searches. Pew Research data from May 2012 shows that one in three smart phone owners performs most Internet searches via phone. Over one in twenty smart phone users depend exclusively on their smart phones for Internet access.
Given these figures, it is not surprising that the number of mobile searches that consumers perform has grown remarkably. From the first half of 2012 to the first half of 2013, mobile traffic grew 125 percent, or at more than 10 times the rate that desktop traffic did, according to Forbes. The growth of mobile advertising also reflects the increase in mobile searches. Recently, Business Insider reported that mobile advertising is growing faster than any other form of digital advertising. Mobile users represent an increasingly large and influential market for most businesses, including law firms.