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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%....
Philipp Schindler was Google's ad chief for years, but few would know it. Having hailed from Germany, Schindler spent a good portion of his 11 years at Google running its European business before quietly ascending to global chief business officer 13 months ago. Now, for the first time in this role, he sat down with Adweek as he prepares to take the stage on Monday to address the industry at Advertising Week.
Schindler predicts his three favorite "revolutions"—mobile, video and programmatic—will be so common that by 2020 "we will actually look back and laugh that we called them revolutions."
Per Google, two-thirds of smartphone users say they turn to their devices to learn about a product or service after seeing a television commercial.
With that in mind, the 45-year-old exec and his team will unveil to the Advertising Week audience a platform that allows brands to see how YouTube ads compare to TV spots for smartphone searches. Google data will show how its YouTube videos outperform linear TV by two times. "We're the prime time for the mobile world," Schindler proclaimed....
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....
When it comes to digital smarts, Nordstrom, Macy’s, Kohl’s and JC Penney rank at the Genius Level, according to the latest report from think tank L2. But while the industry as a whole is getting sharper, now spending 52% of digital ad budgets on mobile and maximizing customer engagement on Instagram, stores are still no match for the Amazon onslaught.
“Only five years ago, Macy’s apparel and accessories sales were five times that of Amazon, providing a wide lead in a logistically challenging product category that features a high exchange rate,” the new ranking says. “By next year, Wall Street analysts estimate that Amazon will overtake Macy’s as the largest U.S. retailer of apparel and accessories, with sales of $28 billion in the category.”
But Amazon isn’t the only problem. Department stores are also challenged by the fast-fashion wizardry of brands like H&M, Zara and Uniqlo, as well as companies like Coach and Michael Kors cutting back on department-store distribution. “With key partnerships that help differentiate the customer shopping experience under threat, the historical outperformance of department stores versus the S&P 500 has evaporated over the last 18 months,” it says....
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....
Experienced Black Friday shoppers probably know RetailMeNot as a coupon hub, but like most mobile players, it wants to be known as a one-stop shopping app with features like rebates and location-based deals. So the Austin, Texas-based company is launching an ambitious holiday campaign that includes TV, influencers and social media.
"We're trying to build awareness—not just as a coupon destination, but as an end-to-end customer shopping journey," said Marissa Tarleton, CMO of RetailMeNot. "We have an awareness target that we're trying to build in social media, but we also have media that reinforces app engagement and media that drives commerce in-store."
The Snapchat piece of the campaign is particularly intriguing since it uses the ephemeral app's recently launched geofilters feature, which lets brands buy sponsored graphics that users can overlay on their Snaps. Starting next Wednesday, RetailMeNot will run ads around 3,000 U.S. shopping malls—Snapchat users who step inside can play around with four branded graphics.
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....
The growing numbers apart, what smartphone-makers as well as startups, app developers, and marketers really want to know is what these 150 million people are doing on their smartphones. Now, mobile marketing platform Vserv has released a report based on a Nielsen study on the profiles and behaviors of different segments of Indian smartphone users.
Here are a few highlights from the report: - The Indian smartphone user base has been growing at 26 percent CAGR from 2013. - Nearly two-thirds of the smartphone users in India are less than 25 years old. - Users spend on average 169 minutes per day on their smartphones. - Nearly a quarter of the smartphone users downloaded 18.5 mobile apps and games on average every month. - Nearly 20 percent of the smartphone users spend over two hours a day using chat and social networking apps - 15 percent of the smartphone users spend almost an hour each day playing games, listening to music, or watching videos....
Despite brands’ insistence that they are producing responsive sites that work across platforms, nearly half of UK and US respondees to a new survey said that the mobile websites that they visit regularly are not optimised for mobile devices.
And it seems brands that fail to comply are playing a dangerous game too since more than half of the respondents from the UK (51%) and US (62%) said that they would leave a website if such content wasn’t optimised for their device.
The conclusions are drawn from Netbiscuits' People’s Web Report II, a global study of 6,000 web users in six countries that details their online behaviours and preferences, and come at a time that marketers are under increased pressure to ensure their websites are optimised for a plethora of devices and screens. Such a need comes after Google changed its mobile search algorithms earlier this month.
The study also showed how consumers are becoming more willing to trade their information in exchange for a better experience - something that could potentially make the job of the marketer easier....
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Measured by shopping channel experience, here’s the breakdown of where smartphone owners are very satisfied: :60% -- Store56% -- Desktop47% -- Mobile24% -- Social. This matters, since almost three quarters (73%) of smartphone owners spend five or more hours a week using their phone to research products, find stores or make a purchase, and more than half (51%) spend 10 hours or more. As yet another indicator that mobile influences sales well in advance of a store visit, more than half (55%) of smartphone owners said they researched products via mobile prior to visiting a store. When they get to the store, that doesn’t mean a sale there is inevitable. More than four in 10 (42%) researched products and alternatives on their smartphone during a store visit....
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....
For commerce, mobile is at center stage. For example, 70% of smartphone owners who bought something in a store first turned to their device for information related to that purchase.
The tricky part here is that a retailer may never see the actual mobile activity that could be heavily influencing sales in their stores.
Some of this activity happens well before a store visit. The majority (68%) of consumers search on their smartphones for things they want to address at some point in the future.
Interestingly, at the actual moment consumers want to make a purchase, most (65%) used a mobile phone during that moment.
The number one way that those in-the-moment purchase considerations are addressed by 71% of consumers is by visiting a retailer’s website or app....
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....
Shopping will happen in moments, not marathons, this holiday season. Rather than relying on daylong trips to the mall or camping out overnight during Black Friday, shoppers will be turning to their mobile phones in hundreds of micro-moments, every day, all season long.
In fact, 54% of all holiday shoppers say that they plan to shop on their smartphones in spare moments throughout the day, like walking or commuting.1 These shorter mobile sessions that occur throughout the day are visible in the data: shoppers now spend 7% less time in each mobile session, yet smartphones' share of online purchases has gone up 64% over the last year. The days of "look on mobile but buy on the laptop" are changing: 30% of all online shopping purchases now happen on mobile phones.2
As we head into this year's holiday shopping season, we've taken a closer look at how the rise of micro-moments and mobile video will affect retail trends. If you're looking for holiday insights, here are three retail predictions for the 2015 shopping season, based on Google data and a survey from Ipsos MediaCT....
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....
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....
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75% of Internet use will be accessed by mobile devices in 2017 – marketers, PR and business take note..