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This newsletter is presenting an ongoing series of highlights from the 2015 Annual Franchise Development Report (AFDR). The 2015 AFDR is based on responses from 139 franchisors representing 36,313 units (32,693 franchised and 3,620 company-owned). This week: The Growth of Mobile Prospects Has Exploded.
The percentage of prospects making contact using their phones almost doubled from August 2013 to August 2014 (23 percent to 42 percent), according to research conducted by Landmark Interactive. Contact made using desktop computers fell from two-thirds (65 percent) in August 2013 to less than half (46 percent), mirroring the ongoing shift to the use of smartphones in everyday life. Tablet use held steady at 1 in 10 (12 percent). In August 2012, those numbers were 10 percent for phones, 8 percent for tablets, and 83 percent for desktops. The clear message here for franchisors is that they must optimize their franchise development websites in response to the expanding use of mobile devices - especially the inquiry form.
The complete 2015 AFDR, with analysis and benchmarks, is available for $199. New for 2015 is a 5-video package that includes videos of presentations from this year's Leadership & Development Conference. The package, at $299, also includes the 2014 AFDR for comparing year-to-year survey results. For ordering information, call Sharon Wilkinson at 800-289-4232 x202, email sales@franchiseupdatemedia.com, or visit franchiseupdate.vizigy.com.