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Mobile is changing our behaviour. And the message from a recent mobile marketing event, hosted by ORM London was, adapt to this change or be left behind.
The headline figures: who owns a smartphone (currently 54% of the UK), tablet (21% of the UK) and what they do on these devices (28% surf the net) changes from week to week. The latest in this rapid stream of stats is that more smartphone devices are being activated everyday worldwide than babies being born.
Mobile usage is big and it’s set to be even bigger. Twitter's latest report highlights how smartphone and tablet users are the most engaged consumers. Mobile users are 96% more likely to follow 11 or more brands and 58% more likely to recall seeing an ad on Twitter.
Google even predicts in three years mobile will overtake desktop as the most common way to go online – making mobile marketing more important.
For countless companies active online, the ever-increasing importance of mobile is no surprise. It's seen every day in the growing amount of traffic their websites receive from users on mobile and tablet devices.
The big question: what activities previously performed on the PC are being shifted to these devices?
As 2012 is officially over and we've now welcomed in another year, we reached out to a few industry professionals to see what their thoughts are for the year ahead. As we had so many great responses, we have made a series of posts that will come out over the month of January.
To start everything off, we're looking at the future of mobile and what companies need to have in their strategic approaches in 2013.
Throughout 2012 we’ve seen numerous studies that highlight the massive difference between shopping behaviours on tablet and smartphones.
The usability of each device should make this obvious, yet they were often – and occasionally still are – lumped together in the mobile category when comparing sales and traffic stats to desktop computers.
This is despite the fact that data published by Adobe in May shows that one tablet generates as many website visits as four smartphones.
By the end of Q1 2012 smartphones accounted for 6.1% of site visits compared to 4.3% on tablet.
However, smartphones only maintain a greater share of website visits due to the lower penetration rate of tablets, with 5x more smartphones shipped across North America and Western Europe compared to tablets.
Mobile is growing, and fast. For example, use of mobile search has grown by 500% over the past two years, while average smartphone usage almost tripled in 2011.
Many are predicting that mobile internet use will replace the desktop, and it is predicted to overtake it in 2015.
This infographic, from 34SP.com, sums up some of these stats and more...
Deals have always been popular, but thanks in large part to the Great Recession, many consumers have rediscovered their love for coupons.
Technology, of course, is playing an increasingly prominent role in the coupon ecosystem, but what does that really look like? How many consumers have upped their use of coupons? What digital channels are most popular for coupon-seekers? And what actions would consumers take for a 25% off coupon?
With smartphone usage skyrocketing in key global markets, one thing is clear: mobile is the future, and the future is here.
Not surprisingly, everyone is rushing to capitalize on the significant opportunities that mobile is creating.
Publishers are trying to make sure they have attractive mobile offerings that produce compelling mobile ad inventory that advertisers are increasingly looking to snap up.
Yesterday, the IAB released new research in connection with Meredith's Parents Network surveying moms with school age children on with use of mobile during the back to school season.
Anna Bager, Vice President and General Manager Mobile Marketing Center of Excellence, IAB, believes these results could point to potential opportunities for marketers to reach the coveted "mom" audience:
I know that back-to-school creates great mobile opportunities for brands and retailers to reach busy moms at a pivotal time. This study with Meredith points to a variety of ways that busy moms depend on their mobile devices in order to get through the hectic back-to-school season.
If you're hoping to cash in on the tablet and smartphone revolution, there's good news and bad news. The good news: internet usage on tablet and smartphone devices continues to surge, creating significant new opportunities in the process. The bad news: expectations are high.
Whether you have a dedicated mobile site or have invested in a responsive design, consumers expect your website to load within seconds on their tablets and smartphones. If it doesn't, you just might have to kiss a sale goodbye.
Building a performant website that delivers a quality experience to the rapidly growing number of consumers surfing the web on mobile and tablet devices may often be a challenging task, but that doesn't mean that users are willing to cut companies any slack.
In fact, tablet users expect websites to load in under three seconds, and smartphone users only slightly more patient with a four second expectation.
When Amazon entered the tablet space, there were more than a few skeptics. But launching the Kindle Fire made sense: Amazon is one of the world's most efficient retailers, is flush with cash, has significant technical chops and brings a content ecosystem that few other companies can rival.
With all that, it's no surprise that Amazon has found some success with the Kindle Fire, which is now the most popular Android-based tablet in the world.
In early June the official Google blog came out with a definitive stance on recommendations for smartphone optimized websites.
This blog post explains how you can abide by these recommendations to keep Google and your visitors happy.