Marketers sometimes get carried away when thinking about mobile users vs. desktop users. Remember we are normally talking about the same users, just in different situations!
It’s important to consider the situations your visitors find themselves in and think why they are searching for one thing on a mobile device and another on desktop. This all ties back to user intent and offering content that meets the needs of a user at the right moment in the right way.
For example, searchers on a mobile device are more likely to be searching for something nearby. While on larger desktop screens, they are more comfortable consuming more content elements and more detail. People expect a richer experience and might be readier (and expect) to digest content in greater depth than when viewing short snippets on the move using their mobiles.
This means that it continues to be important to create content for both mobile and desktop users, and to provide an optimised experience for each.
Speed is also likely to be more important on mobile devices - hence the importance of AMP (accelerated mobile pages). AMP started as a way of improving the page download speed of publisher sites so mobile users can read news articles on the move via their smartphones. Now our data and analyses suggests that the benefits of AMP are being sought by websites in other sectors, especially ecommerce, where fast loading pages are an important part of the customer experience.