“I have had a quick scan amongst some more tech savvy advisors and I couldn’t find one with a true mobile-optimized site,” he said.
For Bera, who runs her business through her mobile phone, having her website mobile optimized is a given. Not only does she schedule online meetings with most of her clients, but she more often than not responds to texts and emails as they are received, rather than picking up the phone.
“(Mobile accessibility) is something that a lot of advisors aren’t even thinking about,” she says. “Those types of things I think are really important, especially for the younger generation.”
Furthermore, Dunkerley points to statements made by the chief executive of Yahoo, Marissa Mayer, that 2014 will be the tipping point for mobile traffic.
"When you look at (the) mobile, when you look at the bandwidth, when you look at the Internet of things, it's going to change everyone's daily routines really fundamentally,” Mayer said at the World Economic Forum in Davos, Switzerland. “By the end of this year, (Yahoo) will have more mobile traffic than PC traffic."
Part-and-parcel of the trend of mobile browsing is the explosion of applications, or “apps” - software applications designed to run on mobile devices such as smartphones and tablets. The Connecting with Clients report demonstrates that apps are the biggest gap – and therefore the biggest opportunity – between current and preferred digital and social media communication channels for clients, particularly with generation Y.
Dunkerley said the research should get advisors thinking about new and innovative ways to connect with clients – perhaps by creating their own app, which can cost almost nothing to create. “There’s a tendency to think anything IT related can cost (a fortune), but it doesn’t have to,” he said.
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