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Mobile Trends: Why Mobile Marketing is Important to Your Business

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What are some of the trends that you’re seeing with how users are interacting with the mobile web?

  • Mobile entertains us: 65 million minutes (or 125 years!) of Angry Birds is played daily; 200 million mobile playbacks a day on mYouTube.
  • Mobile complements other media: 86% of mobile phone owners use the mobile Internet while watching TV; during the Superbowl, mobile searches for GoDaddy increased 315x compared to 38x on desktop and Chrysler increased 102x vs. 48x on desktop
  • Mobile is local: 1 out of 3 mobile searches has local intent; 95% of smartphone users have looked for local business information and 61% of users called while 59% visited that local business after searching
  • Mobile is the ultimate shopping companion: 79% of smartphone users use mobile devices to help them shop and 74% of consumers purchased as a result of using their smartphone while shopping; up to 20% of Google searches on Black Friday were from mobile

How quickly are advertisers adopting mobile advertising?

  • US mobile advertising spend was estimated at $743M in 2010 and is expected to reach $2.5B by 2014
  • Messaging (SMS) made up approximately 44% of mobile advertising spend in 2010, but mobile display, search and video are quickly growing
  • 56.6% of US marketers use mobile display ads and 35.4% use mobile search
  • However, many companies are not prioritizing mobile – 79% of large online advertisers do not have a mobile optimized site – which is giving early adopters of mobile advertising a competitive advantage
  • A good mobile experience is an important purchase criteria for users – 61% of users are less likely to visit the mobile site again if they are dissatisfied with the performance of the mobile site

What are some of the trends specifically in mobile search?

  • 5X growth in mobile search in last 2 years, with mobile searches making up approximately 12% of all searches on google.com
  • Top ad position is key for mobile search – 85% of visitors looked at the top 2 results
  • 70% of mobile users complete their search activity within one hour. This very clearly illustrates the “need it now” dimension of much of mobile user behavior

What are the trends you are seeing in Tablets?

  • Google recently separated Tablets from Mobile devices in order to develop solutions best-suited to the tablet user (June 2011)
  • Tablets have sold faster than any other consumer technology device in history. By the end of 2011, 24 million U.S. consumers will own a tablet and 12.8% of the U.S. population will own a tablet
  • Apple has sold over 25 million iPads since launch and commands a 97% share of market. However, over 20 new Android-powered tablets have launched in 2011 alone
  • Google found that 68% of tablet owners use their device at least one hour per day; 34% spend more time on their tablet than watching TV
  • Users treat tablets similar to laptop/desktop – a best practice is to point users to regular website or develop a tablet-optimized site vs. pointing to mobile-optimized site
  • 72% of Gen Xers, 67% of boomers, and 65% of Gen Yers say they use their tablet more than their smartphone to shop online

Discover more about our mobile marketing services.

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