Mobile device adoption continues to race ahead and when it comes to mobile device usage, a few interesting stats from the World Economic Forum stand in in defining the current state of adoption:

70.7% of the Earth’s population uses a mobile device

Mobile data / phone subscriptions hit 8.58 billion in 2022, exceeding the plant’s total population

Of all devices in use, 87% are internet ready smartphones

Mobile internet usage comes in at 4.32 billion users

From a business perspective, another critical statistic is the forecasted $4.01 trillion to be spent on mobile phones in 2025, contributing 59% of total eCommerce sales predicted. What does this all mean for business, and more specifically small business? SMBs depend on marketing to drive business and online channels still represent the best and most practical opportunity for small and midsize brands to get their message out. Optimizing the business’s online presence is crucial to capture and effectively interact with that area of the marketplace.

What Do Customers See on the Web

For many small business owners, digital marketing elements such as websites are created in house using third party software or platforms. In some cases, owners hire web designers to build their brand’s online presence. Whichever the case, ensuring consistent website functionality and integrity falls on the owners as only the business owner can truly appreciate the customer perspective in online interactions. Another important facet of web and online presence is mobile functionality. With more people using smartphone and mobile devices for daily tasks, it is critical for small businesses to make sure their web presence is fully optimized for mobile device screens and operating systems. Layouts, eCommerce functionality, buttons and menus must all be formatted to work property on smaller, higher resolution screens. For those hardcore do-it-yourselfers, consistent testing and evaluation of web presence both on desktop and mobile devices must be incorporated into business operations. Checking sites on multiple browsers and different mobile operating systems will ensure a smooth experience for any user that lands on the page as well as positively influence any potential purchasing decisions.

Social Media Usage Ramps Up

Online presence not only refers to static and domain based websites but also extends to presence among social media platforms. As recently as February 2025, Global WebIndex estimates that 63.9% of the world’s population uses social media for an average of 2 hours and 21 minutes per day. By adding functionality and features, social media platforms aim to increase that usage time as more users turn to networks for research and purchases. For small businesses, having presence on key social media networks is one of the fastest and less expensive ways to get brand messaging across. But like web and mobile presence, social media profiles and pages must be user friendly, engaging and functional. Brand styling and schema must be consistent across all platforms. Spending time to research how each platform approaches small business can yield valuable information and knowing where your own customers ‘go for social media’ can pinpoint and optimize social media marketing efforts. The key to building a presence in social media is engagement which takes time and effort but can yield new views, visits and potentially purchase clicks.

Increasing Accessibility to the Brand

The major highlight in operating a small business is ensuring new and existing customers can connect with the brand. Storefront operations as well as online only businesses can utilize an array of communication and access conduits, enabling customers a quick and easy connection to the brand. Telephone numbers, email and website locations are a must-have marketing element displayed prominently on every business card and paper or digital marketing piece. Social media profiles, groups and pages must also include all access points. Using the social media platform’s own chat or communication service can also provide additional methods of contact as social media users become more comfortable working within the social media’s own ecosystem. Online accessibility is only as effective as the response time and reviewing notification preferences along all different communication vehicles will make sure messages and connections are being delivered where they need to be.

The Bottom Line

Smartphones and mobile devices have become an essential tool that many consumers utilize for daily tasks and purchase related activities. The push for online research and shopping is an important fact that small and midsize businesses must take note of, ensuring their online presence is functioning and capable of marketing the brand and handling customer interactions. Better and more engaging online experiences, either in mobile or desktop environments, could positively influence purchasing decisions. Optimizing and maintaining online presence is a crucial component of brand awareness for SMBs, especially in the current economic climate where every customer interaction must be maximized. Social media presence and engagement is also a powerful marketing tool for small businesses and enables brands to connect directly to engage existing and potential customers. Online platforms and mobile presence is one of the best and most practical ways for small and midsize businesses to market goods and services en mass