Stat Watch: Mobile Madness
Few trends have ever been as hot as mobile is today; consumers just cannot get their eyes off their portable devices. With consumers so enamored by their smartphones, brands have an incredible opportunity to reach current and potential consumers nearly 24/7.
In a report published by Nielsen, 87 percent of smartphone and tablet owners are using their mobile devices for shopping-related activities. This means that in addition to actually purchasing products on their mobile devices, consumers are price checking, conducting product research, and reading and writing reviews.
While tackling the mobile market may be intimidating for many businesses, the risk is worth the reward. According to a case study published through Google’s “Think with Google” resource, Savings.com saw that by converting to a mobile-first model and launching all marketing campaigns with a responsive mobile counterpart, it received a 200 percent higher click-through rate (CTR) on mobile devices than on desktops, as well as a 1,000 percent increase in year-over-year revenue from mobile devices.
To have any hope at succeeding in the mobile e-commerce market (see this month’s E-Commerce Express column for three examples of companies succeeding on the mobile Web) brands must have a mobile optimized site that not only works flawlessly but is also aesthetically pleasing. In fact, research from WebDAM, a provider of digital asset management software, reveals that 57 percent of users will not recommend companies with poor-performing mobile websites.
Change is never easy but it is inevitable. Mobile is poised to become one of the main revenue generating channels by 2018. In order for companies to cash in on the mobile market, they must start preparing now before the competition leaves them in the digital dust.