BGGMobile keeps watch on mobile trends. Below is our latest snapshot with some surprising changes regarding mobile usage, shopping, monitization including mobile payment trends, advertising and industry engagment. Please let me know if you have any thoughts, questions, thanks for your feedback.
Rapid mobile adoption is climbing and although we are still in the early stages with smartphone devices it is not too late to begin integrating mobile effectively into your channel and marketing efforts. Because most people today do not leave home without some kind of mobile device, they use it as their personal portal to the world, and they expect all mobile websites to be as easy to use as those on a computer. It is critical that your customers mobile experience is designed with the right content, navigation and relevance to enchance their life.
Mobile Usage Statistics
There are 1.1 billion global smartphone users; a 42% growth rate year over year. Mobile web browsing accounted for 30% of all web traffic in 2012 and is expected to account for a whopping 50% by 2014. Cisco reports that by 2016, the number of mobile devices is expected to surpass the world’s population–an 18-fold increase between 2011 and 2016.
Today, more than a two thirds of all emails are sent or read using a mobile device (Google). Just about 30% of US consumers use mobile for shopping (Nielsen Mobile Consumer Report) 80% of physicians use mobile devices at work (Information Week). The five top locations that people in the US use their mobile phones are in the home (97%), on the go such as in their car (83%), in a store while shopping (78%), at work or at a resturant (71%). (Google)
The way we shop continues to change because of mobile. After searching for local information, Google says the most frequent activity is to call the store, go in-store, visit the store’s website. Smartphones have had a direct influence on purchase decisions, as people intentionally take smartphone to stores to research products.
iPods have changed the media industry in a very short amount of time. iPad growth is 3x that of the iPhone . Almost 30% of adults in the US own either a tablet, or e-reader—up from less than 2% three years ago! Android iPhones adoption has ramped even faster, nearly 6x ipone. (KPBC).
Wearable tech devices, those that are bluetooth enabled, are up 87x in 10 years. This emerging trend is expected to allow users to take “always on” to new levels creating fearless and ultra connected consumers and an emerging class of new businesses.
Mobile Montization & Advertising
The biggest growth has been in mobile apps (67%) followed by mobile Ads (33%). A large percentage of companies are still mobile virgins in that they have not mobilized their content for mobile user engagment which is a concern because mobile expectaions are high. KPBC sees a $20Billion opportunity for mobile advertising based on mobile usage patterns. Media consumptions habits have changed forever because of mobile and social. Google, Facebook, Yahoo, Amazon, and Wikimedia are the top five media properties accessed on mobile devices (ComScore ) In the US today people are spending, 7% print, 15% radio, 43% TV, 26% Internet and 10% of their time on a mobile yet only 1% of advertising media spend. has on mobile advertising! There are many reasons for this, but fact is with that many eyeballs expect more ad dollars to flow. Of course where you place that mobile ad matters, and recent data shows that ad’s are noticed about the same on either a mobile app or a mobile website but those locations are greater than using search alone.
While mobile marketers have become very adept at utilizing the power, reach and momentum of the mobile device to drive product interest and inquiries, conversion to purchases has lagged far behind. In the United States, challenges such as checkout integration, mobile site optimization and wallet adoption and acceptance have proved significant barriers to driving more prolific product purchases on mobile devices. This is evidenced by the fact that the click-to-purchase conversion rate for the desktop is four times higher than that on mobile devices. What’s been missing is an effective way to turn the consumer “buying moment” into a call to action that yields an instant purchase. Current trends have brands seeking new ways to monetize their social site or fan pages, reduce the comparison-to-conversion distance on comparison shopping sites and drive instant “point of looking” purchases on shopping applications. In 2013 the key challenge will be delivering the right consumer checkout experience.
Using Mobile for Recruitment
35% to 40% of job seekers in key industries use mobile (CareerBuilder)
40% of applicants abandon non-mobile-optimized application processes (CareerBuilder)
70% of job seekers look for job information on mobile. (Simply Hired)
60% of job seekers use social media as part of their job search (Simply Hired)
72% of job seekers want to receive career opportunity information on their mobile devices
84% of job seekers think job organizations should have mobile-friendly sites
86% of job seekers who have a smartphone say they use it to search for jobs (Jibe)
20% of job applications come through mobile for employers with mobile career sites (CareerBuilder)
Mobile Event Statistics
73% of conference attendees make lists of MUST-SEE exhibitors when planning conference attendance (CEIR Study)
Mobile and Small Business
79% of small businesses feel that mobile websites boost customer engagement (eMarketer)