Mobile's Influence on Conversions, Yes, Conversions, is Growing
Smartphones and tablets are playing increasingly prominent roles in a customer's purchase decision process today, accounting for 30 percent of conversions on Google and 35 percent of conversions on Facebook according to a new report from Marin Software.
Marin Software found that more than one out of every three ad conversions on Facebook took place on a mobile device during Q4 2014, an increase of 16 percent quarter-over-quarter. Despite objections in the past that purchasing on a mobile device was too cumbersome, the virtual tide seems to be changing, albeit slowly.
The report suggests, however, that this trend toward mobile conversion is consistent across channels, with similar increases recorded for search, social and display ads. For example, mobile devices comprised 31 percent of paid search impressions and 38 percent of search ad clicks on Google in Q3 2014.