Recently, the digital analytics company comScore released a report regarding mobile trends that contains a number of useful facts for those trying to target buyers on their mobile devices. As new technologies are introduced and user behavior continues to adapt in response, businesses that aim to connect with customers on their mobile devices must also change to keep up with the trends.
Here are some of the highlights:
• Of the social media platforms available, Facebook is by far the most popular, accounting for over 80% of time spent on social media activities. In fact, among all apps, Facebook is the most popular, with Google Maps and YouTube also taking up very large shares of user time.
• Demand for video is still increasing, and ad placements in and around video content are increasing along with it.
• Smartphones have reached 50% market penetration, and Android now makes up half of the market for the first time.
• Retail e-commerce growth percentages are in the teens, and are four times higher than brick-and-mortar percentages. Total e-commerce sales were almost $300 billion for the year.
• About 11% of all e-commerce now takes place on mobile devices.
• 28% of smartphone users also own a tablet.
• 38% of tablet owners made purchases online.
• 37% of time spent consuming digital media is spent on a mobile device.
There are a few takeaways from this information that can help your business produce better results from its online and mobile marketing efforts.
First, social media is king. Users spend the lion’s share of their time browsing Facebook. Therefore, if you want the best chance of being seen, Facebook is where you want your ads to appear.
This doesn’t mean that you should target social media exclusively, however. One of comScore’s main conclusions is that the multi-platform approach works best. Effectiveness of various ad channels is different for each user segment and depends on what industry you’re in, so ad placements in search engines and inside apps can also be quite valuable. Diversify, and you’ll get the best results and learn which channels provide your business with the best ROI.
Second, while Apple devices are incredibly popular, Android is making a big push to cement a position as market leader, and can no longer be ignored. If your business is publishing an app, an Android version is probably worthwhile, and placing ads into Android app networks should also be considered. Again, the theme is that putting your eggs into one basket is a bad approach when a market is still developing and changing rapidly. Experiment with promotions through a variety of channels, platforms, and devices, and stay nimble.
Third, the time is right to enable mobile purchases of your products. With users gaining comfort in purchasing items using a variety of mobile devices, and making more and more purchases via mobile, business owners have the opportunity to get a head start on their competition. Go mobile now, and you’ll enjoy participating in a trend that is developed enough to make it worth your while, while still being new enough to provide you with plenty of room to grow.
It’s now a mobile world. Is your business poised to take advantage? Follow these tips, and you’ll be in great shape.