Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development
"Mobile to overtake fixed Internet access by 2014" was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May. Eric Schmidt of Google exhorted businesses to take a 'Mobile First' approach to designing web experiences.
Today, according to the latest Digital Future in Focus report from comScore, we're long past this tipping point in some countries with India, Mexico and Indonesia having more than up to 4 times higher smartphone vs desktop audience.
The mobile statistics that the team at Smart Insights curate in the regular updates to this article are grouped under these headings for key questions marketers need to answer about mobile to help them compete:
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: UK users spend almost 2 hours per day online via mobile
Mobile takes center stage today as we focus in on the UK, taking a look at the increasingly important role mobiles have to play in online behaviors. According to recent research, internet users are spending on average 1 hour and 42 minutes per day on their mobiles. This is an hour more compared to 2012.
This time is mainly consumed by those in the 16-24 bracket and spend an average of 3 hours 16 minutes on their mobile per day. This number will only increase as we become more dependant on our mobile and tablet devices.
What does this mean for marketers? As time spent online on mobile increases, marketers will need to migrate all their online activity to mobile. The increase in ownership…
Local tactics are the keys to consumer loyalty in a mobile-first world
For bricks-and-mortar businesses, loyalty programs have been a staple for decades, whether in the form of punch cards promising a free item, special sale offerings, or the now ubiquitous loyalty cards that we scan at grocery stores, pet stores, and everywhere in between. Simply put, customers think that loyalty programs are effective at getting them to return. It’s no surprise, then, that as ecommerce rose to prominence, many online businesses also instituted some variation of the loyalty program.
A problem arises today, however, when businesses think that the only way to drive customer loyalty is through such programs. But what are the alternatives? Customers are increasingly burdened by a jumble of key rings, codes, and email subscriptions telling them about special offerings and it can be a little overwhelming. There has to be another way.
One alternative to the traditional…
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,…
Charts of the Day - New Research shows how mobile dominates digital minutes, but multiplatform use is huge as well
You will know that in most consumer marketing sectors, in most countries, we're well past the mobile tipping point where mobile web usage is more important than desktop measured by number of site visits.
Another way of looking at the importance of mobile is looking at the mobile share of digital minutes. This is measured by the large, international panel providers like comScore and in their latest report on Mobile’s Hierarchy of Needs they have a report that shows the importance of mobile in all countries.
So it's no longer a case of asking whether mobile marketing important, we know it is! It's now a question of using the statistics to understand how consumers behave when using different types of mobile devices,…
How keep your SEO strategy up to date with the latest mobile index changes
We all are living in a mobile world. Most of us pick our phones at the moment we wake up in the morning. Mobile phones have become a part of our daily routine, from reading the daily news to reviewing emails. Now, everyone knows the role that mobile-first and responsive design plays in achieving website rankings and improving traffic. Instagram is one of the best examples of mobile-first design.
Google's desktop indexing has been around since the beginning of Google Search. But, as this Smart Insights post announcing and discussing Google's Mobile First index launch shows, it is now 'abandoned' and pushed to backup status. It's no secret that Google has rolled out its new mobile-first index. Mobile-first search indexing will focus on the mobile version of your web page than that of the desktop version. So in this…
How the the Multichannel Majority varies between different sectors
Our mobile marketing statistics summary shows how mobile use has increased such that it now exceeds desktop use in many categories. Following the lead of Google and others, you now often hear marketers and designers talking about adopting a Mobile-first design approach when upgrading their websites. Many responsive designs are led by the mobile experience. This often leads to a simplified design approach which is positive for users and conversion. I was recently working on a consulting project in the insurance sector and it was interesting to see how insurance comparison sites like Money Supermarket, Confused.com and the AA have all adopted a mobile-first design philosophy with simplified designs and reduced copy.
While this is positive, I've chosen today's Chart of the Day to show that it is an over-simplification. The reality is that while smartphone use is overwhelmingly popular for some…
Apple gets in on the rush to open up publishing on mobile optimised pages
Importance: [rating=4] (For content publishers)
Recommended Source: Apple Developer blog
The Internet was built for desktop computers. Then, some smart folks made the internet available on all sorts of devices small enough for us to carry about with us. After a few years of explosive growth, mobile web browsing rose to become the majority of web traffic last year. Yet we were left with an internet comprised of sites largely designed for viewing on desktop devices. Plenty of sites were quick to realise the issue and implement responsive sites so they're sites weren't impossibly hard to navigate for their legions of mobile visitors. Whilst there are still some laggards, the transition to responsive sites is now mostly complete for larger sites.
Whilst responsive design removed one obstacle for mobile users, it doesn't completely solve their pain points. Another big issue…
New announcement that Accelerated Mobile Pages (AMP) are starting to appear in mobile news carousel
Importance: [rating=5] (For Site Owners / Design and CX professionals )
Recommended source: Accelerated Mobile Pages project and latest announcement
Update February 2016: Google has started rolling out Accelerated mobile pages to certain mobile search results. The changes have come a day earlier than expected, but are not yet fully rolled out. AMPs offer much faster mobile loading times and solve a key issue for mobile web users. Now they are live, implementing AMPs for your site just got more important than ever! Right now it they seem to just be appearing in news carousels for certain results, but expect to see them roll out over more searches over the coming days.
Update December 2015: Google has announced that it is see 16,000 new Accelerated Mobile Pages…