Chart of the day: How does device preference for online activity differ with generations?

Marketers are always raving about Millenials and how important it is, for their brand to reach and target this segment of the population, especially the youth-oriented companies. In fact, it’s deemed equally important to decipher the millennial category in comparison to other generations and come up with an integrated marketing strategy that targets different segments of the audience with unique approaches, best suited to their consumption habits. It comes without a doubt that the invention of mobiles had given rise to the migration of online activities away from PCs, albeit slow and steady. Smartphones have only boosted that migration, making the switch from PCs to mobile-first much faster. However, that rate of migration only applies to a certain segment of the population, advocated by their age, to be more inclined towards adapting newer…

An in-depth step-by-step strategy for optimizing your site for mobile-first index with expert tips for 2018

It’s that time of year again. A time when we can look back over the past year and reflect on the huge amount of change in the digital marketing sphere and look ahead to what’s coming. Sometimes our predictions are stabs in the dark. Informed guesses if you like. Other times, we know exactly what’s coming.

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2018 will be the year of mobile. Whilst many of us have been ‘mobile’ for some time now, changing to responsive sites or setting up specific m. sites, 2018 is the year that things are really going to kick off.

Why is mobile so important in 2018?

Google announced way back in November 2016 that they were…

Chart of the day: Internet users now average around 14 activities on their mobiles

Internet users now average around 14 activities on their mobiles, vs 12 on PCs or laptops. Therefore internet users are doing more on their phones than they are on their computers. This will be due to the rise in mobile usage and time spent on tablet devices. According to Global Web Index mobile will 'pave the way for location-based retail, AR shopping experiences, social commerce, and mobile payments to take on a more prominent role in the consumer’s path to purchase'. We now live in a mobile-first society and as marketers need to embrace the change. Source: Global Web Index  Sample Size: 72, 529 internet users aged 16-64 Recommended Resources: Mobile Marketing Strategy Guide      …

Chart of the day: How is the future of search being affected by voice command?

Implementing voice search in your mobile UX is one way that brands can look to engage with their audience - including the use of 'conversational keywords'. With the rise in voice command software (Siri, Cortana, the production of Amazon Echo Personal assistants), it is slowly becoming more important to rethink voice command SEO. The text a user types in search may not be the way they speak it if they were using voice search - for example: 'Best tea UK', may be spoken as 'what is the best tea available in the uk?' Voice search is more conversational, users will more than likely ask questions which is why your keywords need to be tailored to this demand. In a recent report, Millennials and Gen Z differ in…

How mobile devices are serving a wide range of consumer needs

We all know that the majority of web traffic is now on mobile devices, and consumers around the world are using their mobile devices for a wide range of tasks, including the all-important task of making key purchasing decisions. But how does the use of mobile vary when it comes to fulfilling different needs? And how does the use of mobile vary between countries? It is important marketers understand the answers to these questions, so they can understand how best to reach and connect with their target audience. This infographic from ComScore can help you understand how consumers are using different mobile technologies to fulfil various needs. …

Chart of the Day: How the importance of mobile search varies by sector

It's often said that we're now well past the mobile tipping point where mobile accounts for more than half of site visits and searches. Yet this average masks a wide variation across sectors. For example, in B2B search is still dominated by desktop rather than mobile. At Smart Insights we see just 15% of our 500,000+ new organic visits are mobile. This recently published research from Hitwise from the US and UK shows the difference in the percentage of mobile search by B2C industry sectors.

Mobile search share by industry: United States

Mobile search share by industry: United Kingdom

The main sectors where desktop is still relatively important are banking,…

Mobile sales are growing rapidly, but many still fail to properly account for them in their analytics.

Most Americans use mobile devices at some stage in the purchasing process, but mobile-influenced sales can be tricky to pin down. Marketers need to quantify mobile’s impact; failing to do so paints an incomplete sales picture and undervalues the ROI your mobile strategy produces. Mobile is now overtaking desktop in overall usage. Data assembled for the KPCB mobile technology trends survey shows that people spend 51 percent of their time on mobile and only 42 percent on desktop. Even more use mobile to research purchases or look for discounts. An ideal method to help pinpoint a mobile ad campaign’s effectiveness is mobile app attribution, which tracks app installs, in-app purchases, completions, and other mobile-related behaviors. The majority of marketers have a more difficult attribution challenge than tracking digital downloads. If you sell…

Chart of the Day: The amount of time people spend using messaging apps in Europe, Latin America & Asia has grown by up to 10 times that of the USA

In a recent report by ComScore measuring the percentage of time the average user spends using messenger apps versus all other mobile activity found that people outside the USA, UK and Canada spend significantly more of their time on mobile using these apps. The messenger apps included in the report were the 5 key apps globally, Facebook messenger (with over a billion installs on Android - who doesn't have this on their phones), WhatsApp (and this one), Line, WeChat & QQ messenger. These 5 apps share 1.4% of all mobile minutes in the USA and 2.3% in the UK, but when you compare that against 15.8% in Mexico and 14.9% in Indonesia the difference is staggering. …

Now mobile is the norm, marketers need to re-think how they approach a broad range of tactics

By the end of last year there were 2 billion mobile users worldwide. This amounts to 400% growth in just a decade and the figure is bound to have increased since this date. 80% of internet users access it via their mobile phones and this should be a huge warning signal to all businesses that their marketing, sales and communications strategies must all have a 'mobile-first' focus. All business owners have had it drummed into them that their website must be responsive, it’s what customers expect, and whilst this is true , it can’t stop there. Your entire strategy needs to be based on the assumption that users could be viewing your online communications, emails, social posts and more from practically any device, and more than likely a smartphone or tablet. How is…

Chart of the Day: New Survey reveals that the vast majority of B2B buyers across all generations consider mobile devices essential

If you work in B2B marketing you may have been thinking that all this 'mobile-first' lark only need apply to your B2C friends. After all, serious B2B buyers use desktops, right? Wrong. Okay, so that's an overstatement. Of course, they use desktops, but they also use mobile. And not just the hip young millennial buyers - new research shows in even the 50+ group (baby boomers) say that a mobile device is essential to their job. The results come from a salesforce report which asked over 7,000 business buyers about their device usage in October 2016. Because terms like 'millennial' are often poorly defined, I thought it would be worth delineating the age ranges counted as in each generation for this report. In the graph below, millennials were regarded as being 18-35, gen-Xers as…

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