 Your new post is loading...
Your new post is loading...
Nearly two-thirds (63%) of smartphone users worldwide use their device every at least once every 30 minutes, according to an IAB report published today (June 13), with ad recall on such devices registered at 86% on mobile web, and 90% in-app. The findings were released in the trade body study entitled ‘Always On – A Global Perspective of Mobile Consumer Experience’, which surveyed users across the globe and found that over a fifth (22%) tap into their phones every five minutes. Respondents came from North and South America, Asia, Europe, and Africa with the majority of them reporting that they access the internet via mobile web and mobile apps at least once a day (mobile web – 88% and mobile apps – 84%). Meanwhile, awareness of advertising on both mobile web and on mobile apps was high among respondents, with nearly half claiming they took action after seeing ads on such devices, with the two platforms performing similarly in generating consumer response (45% on mobile web and 47% on mobile apps)....
Mobile video ads are poised for massive growth in the next five years. Revenues from these ads will grow from $3.54 billion in 2015 to $13.3 billion in 2020, which marks a 30% compound annual growth rate (CAGR), according to PwC's annual Global Entertainment and Media Outlook report. This means that mobile video ads will be the fastest-growing digital ad segment in the next five years. They will easily surpass desktop Internet video ad revenues, which are expected to grow at a 19% CAGR through 2020. Furthermore, revenues from mobile ads are set to surpass revenues from desktop video ads this year, with $5.6 billion for mobile and $5.1 billion for desktop, according to the report....
The latest example of this deals with mobile coupons. It turns out that consumers who lean on mobile coupons for food shopping – and that’s a lot of people – often change brands for the sake of variety, according to a new study. The majority of consumers don’t use mobile coupons, but a third (33%) do. And that’s where the behavioral change potential resides. Nearly half (44%) of mobile coupon users like to change brands often for the sake of variety and novelty, according to the study conducted by GfK. The survey comprised a look at 6,500 products in about 600 categories....
For online shopping, smartphones continue on a tear while tablets fade.
Smartphones now account for 60% of all mobile transactions in the U.S., compared to 52% just a year ago.
However, while the actual purchase may occur on a smartphone or desktop, it doesn’t necessarily mean all of the shopping activity occurred on that device, according to a new study.
More than a third (37%) of desktop transactions occurred after shoppers visited the same retailer’s website on at least one other device before purchasing, according to the State of Mobile Commerce study by Criteo....
Clean sites with low load times and fewer pages to navigate are more likely to get consumers to spend money according to new research.
The survey by Instart Logic of 2,000 US consumers also shows that consumer confidence in a brand is tied to their quality of experience while online shopping.
Among the findings are that 62 percent say they use their mobile phones for the entire shopping process from discovery, to research, to the purchasing of an item. As part of the shopping process 77 percent use mobile phones for the initial research and 73 percent to read reviews and product information....
Singapore and South Korea rank 2nd and 4th when it comes to smartphone penetration in the world (at 88 per cent and 83 per cent, respectively). By comparison, smartphone penetration in the U.S. checks in at #34 and the U.K. at #19.
Hong Kong (#7 at 79%), Taiwan (#9 at 78%), China (#14 at 74%), and Malaysia (#18 at 71%) were also leaders in smartphone usage in this region.
Although Indonesia and India, at 43% and 33%, respectively, are among the lowest in smartphone penetration, their large populations equal a significant number of smartphone users overall. It’s also worth noting that both countries are still in the early phases of smartphone growth and thus have extraordinary market potential....
The mobile web and apps are complementary. However they’ve been treated as though they’re mutually exclusive in the press and in most industry discussions. Now comes a Millward Brown study, “The New Mobile Mantra,” that offers some deeper insight into when people use apps and when they use the mobile web.
While this isn’t the first piece of research to compare mobile web and app usage. But it’s more nuanced than most and seeks to get at the consumer psychology and rationale behind the varying use cases. The study, conducted over the course of the first three quarters of 2015, is based on both an examination of click-stream data and consumer survey data (n=2,011 US smartphone owners over 18).
Millward Brown found that while apps command the most user time, “61 percent of smartphone users access their browsers at least once a day, spending an average of 31 minutes in total.”...
Micro-moments are the new battleground in mobile marketing for brands.
Those moments are times when smartphone users turn to their phones for help and information. Consumers use their phones to find a restaurant, learn how to install a faucet, or purchase a new jacket. These micro-moments are open invitations for brands to engage, Google states in its report, Micro-Moments: Your Guide to Winning the Shift to Mobile.
Successful marketers will be ready to seize the micro-moment.
People are attached to their smartphones, especially young people: 68% say they check their phone within 15 minutes of waking in the morning, and 30% admit they become anxious if they don’t have their phone on them, 82% of smartphone users say they consult their phones on purchases in a store.
In the past year alone, websites in the U.S. have seen a 20% increase in mobile’s share of online sessions, 18% decrease in time spent per visit, and a 29% increase in mobile conversion rates. Few smartphone users care which brand provides their solution. They just want results quickly....
It should come as little surprise to anyone that mobile devices are growing in importance for business owners. While the importance of mobile has practically been a mantra for marketing experts for the past few years, research continues to find new ways that mobile devices have taken on new roles in the business process.
With so many products to choose from the internet makes it possible for consumers to research the products they think are considering buying. Mobile devices have become so essential for online retail because they give consumers the power of the internet to research and shop, while being able to do so at any location....
When researching purchases in store, more than twice as many shoppers head for a website, rather than an app, on their smartphone.
Questioned about how they use their mobiles in store, 47 per cent of respondents said they used their phone for sharing ideas, followed by 29 per cent who said they used it for comparing prices, with 20 per cent saying they used their phone for finding product information, and 17 per cent for sharing photos, taking pictures as a reminder, finding store location information, and browsing (with no intention to purchase)....
Forrester calls it the purchase funnel. McKinsey dubs it the customer decision journey. Both aim to explain the hypothetical yet complex path from the moment a person comes into contact with a brand to the point of purchase.
But neither could have anticipated the dramatic effect the mobile device has had on that journey.
Before there was digital e-commerce, people relied on their friends, families and traditional forms of media to inform them of new products. Then the Internet came along and expedited the purchase process while introducing another vehicle that marketers could use to reach the masses. Social provided brands a side door to amplify their reach and consumers another medium in which to discover. Still, the purchase funnel was relatively unaffected, until the smartphone came along and put everything together....
From Mobile payments to in-store mobile shopping, men, women, young and old are all embracing mobile technology in a big way. Merchants must implement mobile strategies in order to stay relevant and keep up with consumers demand for an amazing mobile experience. We’ve scoured the web for some of the most insightful mobile facts and stats to help you determine what strategy you must take....
As a marketer or small business owner, the key to any successful marketing campaign is insight into consumer behavior. You’ve heard time and again about the importance of mobile devices in modern business.
Consumers are using mobile platforms more frequently, and they use them to not only communicate with friends and family, but also to interact with your business.
No matter how loud the drumbeat is for mobile marketing, do you actually understand what your target customers are doing on mobile? More importantly, do you know how important (or unimportant) mobile is to their daily life? The answers to these questions are found below, and come courtesy of ExactTarget’s 2014 Mobile Behavior Report....
|
Mobile search is essential. In fact, according to Forrester’s Mobile Audience Data, Q4 2015, 87% of US smartphone owners rely on browser-based search on mobile devices. And the data reveals that Google’s search engine is the most common path to a mobile site even for well-known brands such as Amazon, Walmart and Kmart. As a top discovery resource, companies can’t afford to wait any longer to implement a mobile-first search strategies. The biggest seen mistake today? Either lacking a strategy completely, or treating mobile search the same way as desktop search. As Forrester Research’s Dr. James McQuivey says, “When businesses first adopt a technology, they do old things in new ways. When they internalize a technology, they begin to do new things.” Consumers use mobile phones very differently than they use desktop computers. So must Marketers. Forrester conducted an in-depth analysis of how consumers use Google search on mobile versus desktop devices to parse-out how consumers use the two devices differently. Today, Forrester finds that consumers purchase a range of categories on their smartphones: insurance, travel, financial services products, and even pet food. For this research we focused on the travel category because consumers are so likely to research and book travel on mobile devices – Forrester’s Mobile Audience Online Survey, Q4 2015 reveals that 29% of mobile users have purchased hotel rooms and 22% an airline ticket on their smartphone....
I was struck by the recent research that 60% of clicks on mobile banner ads are accidental. The main contributing factor was identified as fat finger syndrome. With mobile on track to become the third largest advertising medium, accounting for 12% of all ad spend, that’s an enormous disconnect. Of course it’s not fat fingers that are to blame. It’s the state of mobile design....
Which devices are folks using to search the internet around the world? What do social sharing behaviors look like by device? What are some notable global social media trends? To help us understand how internet behavior has been shifting on a global scale in the past year, the folks at AddThis looked at more than one trillion global pageviews from more than two billion internet users around the world. They used that data to create the infographic below. Check it out....
I mentioned at the beginning of the article that mobile marketing will be a game-changer akin to other major shifts in marketing in the past decades. But you might wonder why. Let’s look at some statistics.In 2013, according to reports by comScore and Nielsen, users were spending 40% of their internet time on mobile devices. And at the end of 2009, Morgan Stanley made a prediction that in five years, internet users would prefer mobile devices to desktops to access the web. Unsurprisingly, these predictions turned out to be correct. And it seems that things are looking ever-brighter for those hoping to use mobile marketing.
Comprehensive reports show that the trend is ever increasing, so much so that in 2015 alone, mobile phone internet traffic increased by 39%. And in January 2015, web-pages served to mobile phones comprised a third of all served pages. This means that mobile advertising must have grown also. And it has.
To put things into perspective, in 2009, internet advertising grew by 9%, while more traditional forms like newspapers, radio and TV went down 18.7%, 11.7% and 10.1% respectively. Billions of dollars go into mobile advertising every year and by 2017, experts foresee that mobile ad spending will reach just shy of $60 billion worldwide....
Marketers are always on the lookout for the trends that are going to impact the biggest sales period of the calendar year: the holidays.
Americans spend billions of dollars during the six-week period stretching from Thanksgiving to Christmas, and if you take into account the fact that many holiday deals now pop up on the radar before Halloween that number climbs significantly higher. If your business is struggling to figure out how to get ahead of the game for the holidays, consider these four ways in which mobile is going to impact the 2015 holiday shopping season....
People access more media and information now than they otherwise would because of mobile devices. They do more of everything — read news, listen to music, watch videos, chat with friends, shop, play games, etc. They do these things while waiting for a bus, riding a train, eating, working, stuck in traffic, or walking.
This generation has clearly mastered the art of multitasking. It is sometimes amazing how one can post a photo on social media while crossing the street (which is of course very dangerous).
Mobile content consumption has skyrocketed over the popularity of smartphones. A 2014 report from Millennial Media and comScore reveals that 44% of online content is now consumed via smartphones, 12% on tablets, and 44% on desktop computers. What’s more is mobile isn’t just an option now, it’s the popular choice....
You can find the recent mobile statistics here. Get insights on relevant updates in the mobile marketing industry.
Mobile Industry Statistics - 80% of internet users own a smartphone (Source: SmartInsights, 2015) - By 2018, eMarketer estimates over one-third of consumers worldwide, or more than 2.56 bifllion people will be smartphone owners. That 2018 figure also represents over half-51.7% of all mobile phone users. (Source: eMarketer, 2014) - 84% of small businesses who have invested in a mobile presence say that they see immediate and long-term benefits (Source:Web.com) - According to Google’s Mobile Search Moments Study, 40% of mobile searches have local intent. Similarly, 77% of mobile searches occur at home or at work, while 17% is on the go. (Source: Google Mobile Search Moments Study) - According to a recent study, mobile internet traffic reached 60%, surpassing desktop internet traffic which declined to 40%. (Source: CNET)...
E-commerce is growing more important to the global market, with the growth of the e-commerce market being driven by the rapid adoption of smartphones and other mobile devices. A new report from OtherLevels, a mobile marketing software developer, has found that marketing in the mobile space is beginning to play a larger role in expanding the e-commerce market. Mobile commerce, in particular, could see significant gains through better marketing techniques.
REPORT SHOWS THAT MOBILE AD SPENDING IS ON THE RISE
The report contains data analyzed by Digi-Capital and shows that mobile commerce is expected to become the primary source of mobile revenue for retailers and other businesses by 2017. Consumers applications are expected to generate some $74 billion by 2017, and advertisers are beginning to see these apps as a promising opportunity to engage consumers.
The report shows that mobile ad spending will reach $42 billion by 2017. Mobile ads are becoming a very effective way to engage consumers, especially those that would be willing to use their mobile devices to shop for and purchase products online....
The most innovative companies in the world aren’t just connecting with their customers through advertising. They're also offering helpful services and tools to win them over.
Creative and unique mobile apps are helping brands connect with fans to convey brand messages, offer a useful service, keep them engaged and build customer loyalty in a crowded marketplace. Studies show that more than 50% of customers who regularly use a branded app are more interested in buying from that company.
But it’s not enough to just create and launch a branded app. There are plenty of those out there and very few of them gain long-term traction and repeat users. More than 90 of the top 100 global brands have already launched at least one app. According to a 2015 marketing survey, 34% of marketers plan on launching at least one mobile app this year. What's more important for brands is to have a clear strategy on how they plan to drive app downloads, make the content compelling and increase long-term user engagement.
More than 150 million Americans spend on average an hour a day in their cars driving, and 75% of that time is spent alone in their cars. This explains why some of the best branded apps have been created by automobile companies trying to capture a slice of this driving time to build loyalty....
Tonight I wrote a good friend of mine complaining that his email wasn’t mobile responsive and that I couldn’t read it on my phone. If your email isn’t optimized, would anyone complain? Or would they just ignore it or even unsubscribe it?
A few weeks ago on our podcast, I listed out over a dozen different behaviors that we used to do outside our mobile devices before but that had all migrated to the palm of our hand. Phone calls, text messaging, camera, alarms, calendar alerts, commerce, mapping, music, video, banking, gaming, social, health tracking, ticketing, payments, invoicing, researching, emailing, video recording…...
Want to know the key mobile statistics that will help you become a better marketer? Columnist Aaron Strout digs into the numbers that matter.
Most consumers (85%) globally say that they have used their smartphone in-store, according to the DigitasLBi Connected Commerce study.
This is an increase from 72% just a year ago.
And it’s not only using a smartphone in a store but the rather the impact it’s having.
The majority (55%) of smartphone users say the Internet and smartphones have changed the way they shop in a store.
Perhaps more significantly, 77% of Internet users have been influenced by mobile during the purchase process....
|
IAB research shows why mobile marketing matters.