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Three out of every four minutes (75%) of Internet use will be accessed via a mobile device in 2017 -- up from 68% this year, according to a mobile advertising forecast released this morning by Publicis’ Zenith unit.
The report estimates that mobile’s share of global Internet usage will reach 79% by 2018, nearly doubling since 40% in 2012.
The report, the first from Zenith to focus exclusively on mobile advertising and technology trends, covers 60 countries worldwide.
In terms of individual markets, Spain (mobile = 85% of Internet) ranks No. 1, followed by Hong Kong (79%) and China (76%). Mobile’s share of U.S. Internet usage is 74%....
In 2015, mobile traffic exceeded desktop traffic at 90 percent of major media outlets, including 88 percent of the largest U.S. newspapers, according to Pew’s 2016 State of the News Media report. Just a year earlier, only 65 percent of respondents had reported mobile traffic that exceeded desktop views.
The biggest year-over-year change came in the newspaper sector. In 2014, only 28 of 50 newspapers included in the survey brought in more traffic via mobile than desktop. In 2015, that number jumped to 44 of 50.
41.6 million – That’s how many U.S. consumers are expected be mobile-only internet users by 2020, according to a recent eMarketer report. Currently, about 31.1 million U.S. internet users (or 11.7 percent) access the internet strictly via mobile devices, while another 215 million people use both mobile devices and desktops/laptops to surf the web.
The number of people who access the internet exclusively via desktops/laptops is expected to drop from 18.8 million this year to 10.0 million in 2020. Meanwhile, the total number of Americans connected to the internet is projected to keep rising over the next five years, reaching an estimated 279.3 million by the end of the decade....
There's more evidence to support the growing importance of mobile devices along the path to purchase.
According to Nielsen's fourth-quarter 2015 Mobile Wallet Report, 37 percent of respondents said their purchases start with mobile shopping more than one-quarter to half of the time.
The report compares mobile use from the fourth quarter of 2015 to the same period the year before. It found that shoppers are using mobile devices, particularly smartphones, to assist with in-store sales more frequently than for online shopping.
Roughly 72 percent are researching an item or checking prices on a smartphone before buying. Store locators are popular with 60 percent of smartphone users, and 55 percent are using mobile coupons.
Reviews are popular with slightly more than half of all mobile device users and 44 percent of smartphone users use digital lists while shopping....
Dive Brief: - Kitewheel took stock of more than one billion brand and customer interactions on its platform, which revealed that marketers are in fact taking advantage of omnichannel campaigns.
- Social media led the way in interactions at 48%, while mobile apps were the fastest growing channel for interactions, and email (23%) is up 270% year-over-year.
- Even though social media accounted for the most interactions, the research also found that 70% of marketers are still using the channel for broadcast messaging rather than more tailored and targeted campaigns....
We learned over the weekend how prominent mobile devices were in the Black Friday shopping melee. And while a growing number of purchases are happening on mobile devices, smartphones are primarily being used by consumers to find store locations, check hours information and do price comparisons while in stores.
In a new mobile shopping study, using Prosper Insight survey data, the IAB examined the attitudes and self-reported behaviors of different age groups. It found shopping activity that was broadly consistent but varied somewhat by age category, with 18–34-year- olds emerging as the most aggressive group when it comes to mobile “showrooming.”
The IAB defines “showrooming” very expansively to refer to in-store mobile price comparison activity and not necessarily in-store shopping with a premeditated intent to buy online (e.g., via Amazon). Using this definition, the IAB analysis found that the majority of those doing in-store mobile price comparisons were still inclined to buy in physical retail stores....
Clean sites with low load times and fewer pages to navigate are more likely to get consumers to spend money according to new research.
The survey by Instart Logic of 2,000 US consumers also shows that consumer confidence in a brand is tied to their quality of experience while online shopping.
Among the findings are that 62 percent say they use their mobile phones for the entire shopping process from discovery, to research, to the purchasing of an item. As part of the shopping process 77 percent use mobile phones for the initial research and 73 percent to read reviews and product information....
For 15 years, the Pew Research Center has studied the social impact of the internet, and the shift from using devices tethered to a desk to engaging with mobile devices has climbed steadily. In fact, in just the last four years, the number of U.S. adults who own a smartphone has leapt from 35 to 64 percent, with nearly half reporting “they couldn’t live without it.”
Not surprisingly, mobile marketing is likewise on the rise, and savvy, agile marketers are developing optimized marketing strategies to keep up so their brands reach their target customers in the right channel, at the right time.
Mobile Marketing Reaches Consumers on the Go — and at HomeEvery week, CMO.com offers a selection of “Mind-Blowing Stats,” and the publication recently set its sights on mobile marketing. Pointing out that consumer consumption habits are changing, the article notes one significant difference in mobile use: It is not exclusive to when consumers are out and about.
They are also using their smartphones and tablets at home while they watch TV, during their daily routine and at many other times. While it’s clear that mobile usage has made marketers sit up and take notice, some of the statistics suggest that marketing may not be adapting as quickly as needed....
Mobile devices now account for 34 per cent of global ecommerce transactions. m-commerce accounted for 27 per cent of all ecommerce in Southeast Asia, putting the region at a similar level to Spain and Italy, and right behind the US, a report released by performance marketing technology company Criteo highlighted.
With smartphones, desktops and tablets being used in a variety of combinations to research and make purchasing decisions, globally, more than 40 per cent of ecommerce transactions now involve multiple devices.
Criteo analysed 1.4 billion individual ecommerce transactions totaling over USD 160 billion of annual sales globally.
Mobile transactions in Southeast Asia now account for 27 per cent of all ecommerce transactions, with Indonesia at 34 per cent, Taiwan at 31 per cent and Singapore at 29 per cent. Globally, mobile transactions are predicted to reach 40 per cent by the end of 2015....
Following years of speculation about the demise of desktop-based search, Google is officially announcing today that for the first time, more searches come from smartphones and tablets than from laptops and desktops.
Smartphones account for more than half of searches in 10 countries—including the U.S. and Japan—according to Google, which didn't release exact percentages or a full list of countries. But it is playing up mobile at its annual AdWords Performance Summit, being live-streamed this afternoon.
"The purchase funnel is officially dead," proclaimed Jerry Dischler, vp of product management at Google. "What we're seeing are these short bursts of activity that we're calling micro-moments. We see the new challenge for marketers is to be there at those moments anytime, anywhere....
Brands with both a physical and digital presence make almost 30% more in revenue. Consumers report a higher level of satisfaction with brands that have both a brick-and-mortar and online store, according to a recent study. Legacy brands who once hailed shopping malls as their “mecca” are now having to close shop, and once-startup, online-only brands, including Warby Parker and Birchbox, are moving in and opening their doors. Department and chain stores, in an effort to remain relevant, are spending upward of $4 billion on ecommerce platforms, redesigns, loyalty programs and in-store technology to keep consumers connected at all times.
There are plenty of ecommerce sites running fully functioning, profitable operations sans a physical footprint. And, there are also plenty of boutiques, even legacy luxury brands, whom avoid the ecommerce industry, focusing instead on offering a local clientele exclusive, one-of-a-kind products.
What is it then that makes multi-channel retailers of all sizes more successful than their solo-channel counterparts? Simple: a consumer-wide shift in shopping habits....
The conventional wisdom is that women account for the lion's share of consumer spending, including online purchases. But it turns out that men are the power shoppers when it comes to purchases made on smartphones and tablets.
In a new report, BI Intelligence breaks down the demographics of U.S. online and mobile shoppers by gender, age, income, and education, and takes a look at what they're shopping for, and how their behaviors differ. It's important for retailers to know who their potential customers are online in order to market to them effectively....
Consumers are using their phones to research, check product reviews, look up product information and, in some cases, make a purchase from their phone, based on a new report.
The study for SPS Commerce comprised a market analysis from Forrester’s Consumer Technographics Retail Online Benchmark survey along with data from a survey of 50 managers and executives at retailers with 500 or more employees conducted by Forrester.
During the past three months, consumers used their phones for a wide range of shopping activities, none of which seem to dominate. Here’s what they did, based on a survey of 5,000 online adults who use mobile phones
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Mobile applications are responsible for 80 percent of digital growth and while they take up a massive chunk of all time spent on mobile, a report from comScore suggests that app marketers will have to work harder to cut through to the consumers they want to reach. According to the report, mobile represents two out of every three minutes spent on digital media in the U.S. If brands and marketers want to capture that huge amount of time consumers spend on mobile devices, they will have a lot to compete with....
In 2014 the number of mobile users eclipsed desktop users. Since then, mobile technology has continued to change the way we browse the web and connect with brands. “The latest data shows that we are now well past the tipping point.” says Smart Insights, as “mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).”
Today, 80% of internet users own a smartphone and consumers are “multiscreening” (browsing on both mobile and desktop devices), meaning it’s more important than ever to create consistent experiences across devices. This is about more than simply making your site mobile responsive. It means thinking about how the vertical screen changes the way we write and structure content.
Below we debunk 3 myths that mislead content marketers when writing for mobile so you create better content, regardless of the screen size....
For many Americans, smartphones are as much a necessity in their daily lives as the air they breathe and the food they eat. These devices are constant companions, helping us take care of just about everything we need to do each day—watching our favorite shows and movies, keeping up with our friends, learning new languages and managing our finances.
And spending money is no exception!
In addition to growing as a new purchase channel, mobile commerce offers a plethora of opportunities for marketers and advertisers looking to reach their desired consumers. According to Nielsen’s fourth-quarter 2015 Mobile Wallet Report, 37% of respondents said their purchases start with mobile shopping more than one-quarter to half of the time. However, the competition is fierce, and in order to maximize these opportunities, marketers must know the best ways to position their products and communicate with appropriate audiences.
Consumers handle a lot of their shopping activities on their mobile devices, and everyone knows that savvy consumers do their due diligence before handing over their cash. In fact, 72% of smartphone shoppers research an item before purchasing it, 70% check the price of an item and 60% use a store locator to find a store where they can buy their desired product of choice....
Remember Mobilegeddon?
The name given to the Google update that caused many websites to start worrying out of fear of low search engine rankings.
Marketers and business owners everywhere scrambled to rid their websites of flash and began frenzied campaigns to optimize their websites for mobile devices.
The dreaded Google update rolled out on April 21, 2015 and yet websites that look like this still exist on mobile...
Which devices are folks using to search the internet around the world? What do social sharing behaviors look like by device? What are some notable global social media trends? To help us understand how internet behavior has been shifting on a global scale in the past year, the folks at AddThis looked at more than one trillion global pageviews from more than two billion internet users around the world. They used that data to create the infographic below. Check it out....
Last Holiday season was a tipping point for mobile: Traffic surged to mobile shopping sites and apps. M-sites crashed from the onslaught of shoppers. And people got comfortable not only researching but also purchasing gifts on mobile.
Looking at our own data, we saw that people on Facebook bought on mobile 46% more during the last Holiday season than during the non-Holiday season.1 Facebook IQ predicts that in Q4 of this year the percentage of online purchasers transacting on a mobile device will rise by 30%.2
The mobile shift has happened, and the thumb is in charge. For the second post in a series examining what this means for brands, Kelly Graziadei, Facebook’s Direct Response Product Marketing Director, spoke to Helen Crossley, Facebook IQ’s Head of Consumer Insights Research, about 3 of the most common questions marketers ask about how to succeed in mobile commerce...
Mobile search is growing quickly while desktop search is falling off. People always have their smartphones with them, so they can search whenever it occurs to them, be it consumers looking for a place to eat, consumers "showrooming" while at a retail store, mobile workers looking up product or service specs or municipal workers searching when they see an opportunity.
Mobile marketing has evolved exponentially over the past few years. In fact, it recorded a number of milestones in 2015. So, what are the trends and what you need to know about them? Go through the following infographic, created by Syncline, to get a better perspective about mobile marketing trends for this year and beyond...
As we’ve said before, those customers who take the time to download your mobile app and actually shop with it are your best customers. What do you know about them? What should you know about them? What do they have in common with mobile shoppers and what’s different about them?
A variety of reports have come out recently that attempt to answer these questions. Here’s a roundup of our favorite surprising stats....
Most consumers (85%) globally say that they have used their smartphone in-store, according to the DigitasLBi Connected Commerce study.
This is an increase from 72% just a year ago.
And it’s not only using a smartphone in a store but the rather the impact it’s having.
The majority (55%) of smartphone users say the Internet and smartphones have changed the way they shop in a store.
Perhaps more significantly, 77% of Internet users have been influenced by mobile during the purchase process....
More than $101.37 billion will be spent on ads served in 2016 to mobile phones and tablets worldwide. That’s a 400 percent increase from 2013. From 2016 to 2019, mobile ads will nearly double again, rising to $195.55 billion. That figure will account for 70.1 percent of all digital advertising as well as more than one-quarter of total media ad spending worldwide.
It’s all about the number of consumers adopting mobile devices. As that number soars, marketers are chasing consumers into mobile markets. Next year, eMarketer estimates, there will be more than 2 billion smartphone users worldwide, more than one-quarter of whom will be in China.
The m-commerce trend continues to gather pace as figures from research group RetailMeNot show that spend via a mobile platform will increase by a massive 77.8% this year – up from £8.41bn in 2014. It will mean that more than a quarter of all online transactions will be completed through mobile devices if the figures are to be believed.
Smartphones will be leading the charge in this regard with RetailMeNot predicting that spend will reach £8.63bn via this platform, while transactions on tablets will total £6.32bn.
The UK is the largest in Europe for m-commerce, and it is thought that Britons will spend £1m every 35 minutes through their handheld devices over the course of the year....
Fueled by new ad formats and acquisitions from Facebook, Twitter and brands, mobile marketing finally began to step up to its potential this year.
Apple Pay brought mobile payment into the mainstream. From messaging and video to ultra-targeted ads and simplified shopping, smartphones and tablets became a major focus for most digital brands players in 2014.
Numbers from researchers back up this year's advancements. EMarketer forecasts that mobile brought in $32.71 billion globally this year, outpacing the combined newspaper, magazine and radio spend in the U.S. Meanwhile, Forrester Research expects mobile to grab 40 percent of online display ad budgets by 2019....
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75% of Internet use will be accessed by mobile devices in 2017 – marketers, PR and business take note..