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Seasonal changes in mobile marketing behaviour

By Susanne Colwyn 11 Dec, 2012
Essential
Mobile advertising

New research reveals increased mobile usage during holiday periods

Value :

Recommended link: Clash Group announcement

All marketers are familiar with the increasing adoption of mobile browsing, however, it’s worth considering the averages conceal seasonal changes in mobile usage, particularly over holiday periods.

New data from the Clash Group, a Performance media company that offers targeted advertising services in both mobile and wider digital markets is seeing significant increase in interest on mobile devices amongst its clients:

  • A 33% uplift in mobile ad spend during the first week in December compared to normal shopping periods, and a 100% increase on the period in 2011
  • Clickthrough rates on mobile rose 26% compared to the average for normal shopping periods, and a 5% increase on the same holiday period in 2011
  • This stands in contrast to a rise of 7% in CTRs on desktop ads compared to normal shopping periods, and a 1% increase on the same holiday period in 2011
  • The statistics also show a 13% increase in tablet usage over normal shopping periods
  • CTRs generated by re-targeted desktop and mobile ads was 23% higher than over normal shopping periods

Clash Group’s clients cover a very broad range of sectors - major retailers, daily deals sites, airlines, banks, charities, telecoms and gambling. The stats are averages across 47 major clients, but it was the retailers, daily deal sites, charities and gambling clients who saw the most significant increase in consumer interaction with their digital ads over the first week of December 2012

By Susanne Colwyn

Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.

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