In the digital age we live in, it’s clear that mobile is king. Statistics back this up and show that most of the world’s internet traffic is now mobile. Digital advertising also shows how powerful mobile has become, with more than 90% of Facebook’s revenue coming from mobile advertising.
Although most consumers are deep into the mobile adoption curve, many marketers are still lagging. Below are three principles that companies need to keep in mind when attempting to connect with today’s mobile-first consumers.
In the fourth quarter of 2016 mobile reached a huge milestone, one that had been coming for years. For the first time in history, more of the worlds internet traffic was on smartphones rather than computers.
An important point for marketers to take into consideration is that most consumers have multiple devices and prefer to do certain activities on different devices. So, the key to effective mobile marketing begins with understanding how people allocate activities to different devices.
A recent study found that mobile traffic was higher on sites such as:
- Media categories such as entertainment and sports news (70%).
- Gambling and adult sites (80%).
Whereas desktop traffic was much higher on sites such as:
- Research-heavy sites (60%).
- Binge-worthy sites such as Netflix (75%).
- Transactional/financial sites (58%).
Helping Consumers Go All the Way
Even though mobile has taken off in a big way, mobile purchasing has always lagged. Consumers have been found to browse for products on their mobiles, then do the purchasing on their computers later on. This can mainly be put down to the perceived security of home Wi-Fi and the emotional comfort of a keyboard.
But now, we’re almost at a point of change. Mobile purchasing now accounts for more than a third of digital sales, and by the end of 2021, it is predicted to account for the majority of digital sales.
To help consumers with this, execution time needs to be as fast as possible, delays of even a second can significantly reduce conversion rates, and even longer can have consumers abandoning their visits completely.
Mobile app conversion rates have been found to be up to 5X higher, so prompting mobile purchases and migrating visitors from mobile web to apps is a fantastic idea.
Mobile search differs from desktop in many ways. Mobile search usually consists of much more personal requests and are more proximal in time and place, for example, the phrase “near me” has doubled over the past two years with most of that growth coming directly from mobile.
Because of this, consumers are taking the time to learn how they can leverage location data to better meet consumer needs. Yelp used to be the go-to for this, but now other big brands such as Google are trying to optimise their ability to guide consumers to resources in real life.
Travel-related searches are another area that mobile search has increased. Over the past two years, words such as ‘Today’ and ‘Tomorrow’ have increased by 150%. This means that there are a growing number of searches for things such as ‘hotels tonight’ and ‘flights today’. Last minute bookings have grown 80% on mobile, showing that the ease and convenience of mobile is what is making it so successful.
Marketers have always been playing catch up with consumers, finding it hard to integrate digital into their efforts. But now with mobile, they have a chance to catch up and really make a difference with it. Mobile is more personal, location-based and proximal. In the future, these characteristics will only intensify. Making sure to be ready with mobile now will prepare you for the paradigm shifts of tomorrow.