Mobile technology has been leading the charge of technological change for a decade, and it’s hard to exaggerate just how big an impact this has had. Mobile is now a key tool for digital communications.

I’ve been working on a new report called ‘Making the most of mobile for union digital communications’ as part of my involvement with the TUC’s Digital Labs initiative. It’s now available to download from digital.tuc.org.uk.

As of November 2021, it is estimated that about 54% of global web traffic came through mobile phones. Union websites are no exception – 65% of visits to the TUC website in 2021 were on mobiles.

What does to move to mobile mean for trade unions?

• Mobile communication has moved from being a ‘nice to have’ to an expected necessity. 57% of online users say they won’t recommend a business with a poorly designed mobile website.
   
• A smartphone can be the most affordable way to access the internet, and most people now own one in the UK. This makes mobile a powerful tool for reaching out and involving a much wider range of members.
   
• The internet is always on - raising expectation for users that it is always on at the other end too. Consumers expect almost immediate responses from companies, and union members will have high expectations as well.
   
• Another factor is that people often use mobile to meet an urgent need for a service or information. The implication for unions is that mobile digital communication may be more transactional.

In the report, we look at how unions are making their websites easier to use on mobile, for example through effective design and navigation. We examine when it’s best to use a dedicated app and when to use websites/web apps and what role SMS can play. The report also provides a few practical tips to help improve mobile comms.

To find out how to make more effective use of mobile digital comms, download the report from digital.tuc.org.uk.