Mobile University

Why should universities go mobile?

This is a simple question with a simple answer: Mobile is taking over the world. 

According to a UN agency report, there will be more mobile subscriptions than people in the world by the end of 2014. There are currently 6.8 billion mobile subscriptions and 7.1 billion people in the world. 

These statistics show why mobile marketing is not only important, but crucial for higher education. As stated in a recent New Media Trend Watch report, 60% of the UK population currently own a smartphone, and 18-24 year olds are the largest group of smartphone users.

For this reason, a mobile friendly web presence is an ever-growing expectation for universities, as it allows them to reach their customers where ever they are in real time, providing them with instant access to different areas of their websites on smaller devices. 

Slick sites or awesome apps?

Universities need to be mobile friendly. But should they reach mobile devices through the development of an app, or through a specifically tailored website?

The answer to this is not clear cut. A mobile website may in some ways be more time and cost effective than an app, for instance it will be compatible across devices, and for this reason it may also be able to reach a wider audience.

Furthermore, mobile sites are generally easier to update than apps, and do not require an app store. Development costs of a site are usually more reasonable than for apps, which tend to be expensive, however if built for the right audience, the expense in development will be worthwhile! 

On the other hand, mobile apps do not require an internet connection, which makes them more accessible once downloaded, and can make use of phone features such as the camera, and location services – whereas the features of a website are often more limited.

Not only this, but apps appear to be more popular than mobile sites & recent data from Compuware suggests that 85% of consumers prefer apps over mobile sites, finding them more convenient and easier to browse. 

Mobile education leaders

Apps and mobile sites are both conceivable mobile strategies for universities, and they have been employed by numerous institutions worldwide to meet the needs of consumers.

Universities with mobile apps and sites include:

• University of Oxford, which has recently developed Mobile Oxford, a mobile website providing a ‘wealth of information from across University and City of Oxford’. 
• Oxford Brookes University – has a student union app and even a ‘RentSmart’ app to help students find places to live! 
• Cardiff University, which has created apps compatible with iPhone, Android and Blackberry operating systems, featuring news, useful contacts, maps of the university and electronic library. 
• University of Sussex; app includes alerts, course details and a pocket guide to the university. Also provides a web app, making use of both technologies. 
• University of Liverpool; offers a mobile friendly website and is currently developing a range of apps to help students manage their daily activities. 
• University of Exeter’s student mobile app.

Students don’t talk about mobile – they are mobile

Closed user groups – such as higher education institutions – have been swift to adopt mobile strategies, Students know that their relationship with university will last a number of years, thus are more likely to engage with mobile apps and websites which can provide them with access to a wealth of deals and information about their campus.

Universities can also advertise upcoming events and on campus bars and cafes via mobile, making use of the social media platforms available to share information and news – and indeed if they do not, they will lose out!

Print isn’t dead but it is looking over its shoulder at the predatory mobile animal

Universities are increasingly investing in mobile solutions, and in fact it is unusual to find university which hasn’t developed some sort of mobile marketing strategy, and indeed are looking to shift print budgets to mobile and digital projects. 

By 2017, it is predicted that 80% of the UK population will own a smartphone, and furthermore, by this time mobile subscriptions will be more populous than the human race itself.

With these statistics in mind, it would be senseless for universities not to adopt mobile strategies, as it can only be to their advantage to be able to convey information to students anywhere, anytime via mobile device technology.