In our latest infographic with Smart Insights and Similarweb we explore the importance of mobile marketing in 2015. We not only look at its impact across digital channels, but also how mobile affects search engine behaviour, the user experience, conversions rates and ad spend.
The infographic kicks off by showing the tipping point of desktop vs mobile use in 2014, with the majority of US internet users now predominantly using mobile rather than desktop – spending most of their time on mobile applications. This data proves the need for marketers to adjust their marketing strategy to focus more time and resources on mobile marketing in 2015.
The State of Mobile Marketing 2015
Recently, you may have adjusted your marketing strategy to accommodate the rapidly growing number of mobile users currently interacting online, but just how important are they?
In our latest “state of” infographic, we will be looking at things like conversion rates, multichannel marketing, search, and advertising in order to determine the significance and influence of today’s mobile users.
How important is mobile?
In a word, very. Last year, comScore revealed that the majority of US Internet users were not only predominantly on mobile rather than desktop, but also spending most of their time consuming digital media within applications.
In fact, the percentage of time spent on apps is 86 per cent, compared to 14 per cent for mobile web. And with 79 per cent of smartphone owners also saying they use apps nearly every day, it seems as though the need to develop dedicated apps is paramount.
How easily do smartphone users convert?
In spite of the fact mobile users are an increasingly powerful demographic, they do not convert as easily as you may have previously thought. For Q4 2014, the Monetate Ecommerce Quarterly revealed that conversion rates by device around the world were:
• Traditional – 3.41 per cent
• Tablet – 2.86 per cent
• Smartphone 0.92 per cent
This may also strengthen the case for developing an app rather than simply optimising your website, as smartphone owners appear to be browsing the Internet with different desires to desktop users.
How can you improve the mobile marketing experience?
Well, the answer could well be multichannel marketing, as research by Marc reveals that users interact with their smartphones before making a purchase as well as in-store.
• 90 per cent of smartphone shoppers user their phone for pre-purchasing activities such as comparing prices.
• 84 per cent of smartphone shoppers also use their devices to help shop while in a store, which includes browsing product information or finding promotional offers.
• What about search engine behaviour?
According to research by mobiForce and SearchEngine Land, 25 per cent of overall search queries are now on mobile devices. However, research from Similarweb delves a little bit deeper into search engine interactions.
• Although desktop and mobile device usage is distributed fairly evenly on Google, the average visit duration and visited pages are much lower on mobile. Bounce rates are also higher.
• On Bing, engagement levels are fairly even, which could be because of more friendly results in SERP. Even so, mobile’s share of visits is outweighed by desktop 67 per cent to 33 per cent.
• What about mobile advertising?
In response to browsing behaviour, marketers are starting to plough more money into advertising. Things like native advertising and promoted posts on social media aren’t overly obtrusive for mobile users, but can still provide relevant brand and product information.
Research from EMarketer has also shown that:
• In 2015, mobile ad spending will be $68.69 billion worldwide.
• In 2016, mobile ad spending will exceed spend on desktop formats.
• In 2019, mobile ad spending is expected to reach $195.55 billion.
• What about email marketing?
Although search, social media, and advertising might be a priority on mobile, you should not disregard email marketing, as this tried and tested technique is also superseding desktop.
• 48 per cent of email opens occur on mobile, 30 per cent on webmail clients and 22 per cent on desktop – Litmus
• Mobile email opens have grown 180 per cent in three years (From Q1 2011 to Q1 2014) – Campaign Monitor
So, what is the state of mobile marketing in 2015? Well, mobile users are more active and instrumental than ever before. In many respects, they should be treated with greater precedence than desktop users. However, the content and experiences they are interested in, for example when browsing for products or shopping in-store, will require a unique and different approach to other formats.