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 summarizing 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 four 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:
Chart of the Week: 53% of traffic to online stores comes via mobile devices, but this translates to just 32% revenue
While the majority of people browse sites via a mobile device, it seems that the majority of purchases are still made via desktop. According to Wolfgang Digital’s KPI Report 2019, 53% of traffic comes from mobile devices, but mobile accounts for just 32% of revenue.
However, this is actually an improvement on last year’s finding, with revenue on mobile device increasing by 23%, suggesting that it is now becoming easier and more convenient for people to press ‘buy’ on their smartphone.
In comparison, desktop accounted for 37% of traffic but over half (56%) of revenue, showing that larger purchases are still being made via computers. Tablets only took a small share of the overall market, with 10%…
Chart of the Day: The top reasons which stop consumers converting on smartphone
The m-commerce gap is a well-known and growing challenge for retailers. We all know the tremendous growth in the use of smartphones shown by the rise in % of mobile share of digital minutes which, as our mobile-smartphone stats summary shows stands at 71% in the US, 62% in Canada, 61% in the UK and higher in Latin (Mexico, 75%) and South America (Brazil, 72%) and higher still in Asia (China, 71% and Indonesia 91%).
The problem for retailers is that ecommerce conversion rates on smartphones are significantly lower than desktop. Smartphone conversion rates are at about half of conversion rates on desktop, as a rule of thumb. This is partly inevitable since some smartphone users will prefer to make the purchase on desktop for convenience when they may prefer to browse on smartphone. Yet, many retailers will still…
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,…
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,…
Chart of the Day: Conversion rates of online shoppers by device and platform
Data based on more than 1.9 billion shopping sessions collected by Monetate, clearly shows 'traditional' (desktop) web users still have conversion rates more than triple that of those browsing on Smartphones.
It is interesting though that tablet e-commerce conversions are only very slightly behind desktop conversion rates. It seems screen size does have an impact on conversions, since people don't want to fill out fiddly payment details on Smartphone screens. This may mean new tools, like chatbots, can change the mobile user experience and make conversion much simpler. By removing the need to complete complex forms they could lead to a big leap in mobile conversion rates in the coming year.
It's also interesting to look at conversion rates by device, where Mac leads with Windows close…
Chart of the Day: Third Quarter Smartphone ownership stats show near total adoption among under fifties
A whopping 97% of under 45s in the US own a Smartphone. That's just about as high a rate of adoption as it's possible to get. The adoption rate is now as high as it is for fridges! A technology that's almost 100 years old Vs a technology that only really became widespread after 2008.
It's also interesting that Smartphone adoption is by no means restricted to the young and middle ages. Even the over 65s have a fairly high adoption rate of 68%. If current trends continue we can expect adoption rates of 80% or higher among the over 65s within just a couple of years.
Customers of all ages are now using mobile devices to search for products, browse and consume content. The people are mobile first. You should be too.
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…