Why Mobile-Enabled Property Websites are More Important than Ever


Smartphone Ownership Outpaces Non-Smartphones

In the article Don’t Hide Your Apartment Web Sites From Mobile Users, I wrote how one third of American adults (35%) owned a smartphone of some kind, according to research released in May, 2011, by Pew Research Center’s Internet & American Life Project.

A mere 10 months later, Pew is now reporting that nearly half (46%) of American adults are smartphone owners as of February 2012, an increase of 11 percentage points over the 35% of Americans who owned a smartphone last May. Pew is also reporting that two in five adults (41%) own a cell phone that is not a smartphone, meaning that there are more smartphone owners than owners of more basic mobile phones.

With some quick math from recent census data, I estimate there are more than 236.8 million persons over the age of 18. That’s nearly 109 million adults using smartphones.

That’s a pretty large pool of people who have the potential use their smartphone to search for and/or interact with your apartment property, and your websites need to be optimized for mobile engagement.

So what does your apartment property website look like in the mobile browser of a smartphone?

Like this:


Mobile-Ehanced Apartment Website
Mobile-Ehanced Apartment Website

Or like this:

Apartment Website that is Not Enhanced for Mobile
Apartment Website that is Not Enhanced for Mobile


If this recent data isn’t evidence enough to convince you it’s time to optimize your apartment property websites for mobile, consider this: Pew reports that 77% of 12-17 year olds currently use a cell phone of some kind. This particular group makes up the pool of your future renters. I think it’s a pretty safe bet to presume that many of those kids will either upgrade to or purchase their own smartphones when they go to college or enter the workforce.

Will your apartment community websites be ready when they do?



Contributor, Property Management Insider

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Michael Cunningham is Content Marketing Manager at ProofHQ, and the former Managing Editor of PropertyManagementInsider.com. He worked as a social media manager for RealPage, Inc., a provider of on-demand software solutions that integrate and streamline single-family and a wide variety of multifamily rental property management business functions. He is responsible for promoting the company through various media channels, including editorial, print and online advertising, and social media. Michael received his education at Indiana University where he majored in English.

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