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The first, most overarching trend for B2B mobile marketing in 2016 is that mobile’s role in the workplace will continue to grow. Mobile is a key contributor to the ever-blurrier lines between work time and personal time, giving B2B marketers a growing number of reasons why they should be working harder to reach mobile audiences.
In 2014, the average nonvoice time US adults spent on mobile devices surpassed that of desktops and laptops for the first time, and growth will continue for the next several years, eMarketer estimates. By 2017, US adults will spend more than 1 hour per day using their mobile device than they will on their desktop or laptop, as explored in the new eMarketer report “Six B2B Mobile Marketing Trends for 2016: With a More Mobile Workplace, Budgets and Tactics Must Follow.”...
Immediate gratification: It’s not just for toddlers anymore. Mobile has trained all of us to expect to get what we want, in the moment we want it. We expect brands to be there in those micro-moments when we are looking for local businesses, researching a product, or looking for instructions. In fact, 60% of online users say that thanks to online research, they make purchase decisions more quickly now than they did a few years ago. For brands, these micro-moments are crucial, and they happen in a split second.
When your site or app is clumsy or slow, 29% of smartphone users will immediately switch to another site or app if it doesn't satisfy their needs (that is, they can't find information or it's too slow). In fact, of those who switch, 70% do so because of lagging load times. And 67% will switch if takes too many steps to purchase or get desired information....
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....
Luxury in the form of premium experiences are seeing the most action in terms of spending, while high-end goods are lagging in comparison, according to new findings from a study by Boston Consulting Group.
The key finding of BCG’s Luxe Redux report is that there has been a shift in spending habits, where 55 percent of spending comes from luxury experiences rather physical goods. In addition, experiential luxury purchases grew 50 percent faster worldwide year over year than sales of luxury goods.
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....
Singapore and South Korea rank 2nd and 4th when it comes to smartphone penetration in the world (at 88 per cent and 83 per cent, respectively). By comparison, smartphone penetration in the U.S. checks in at #34 and the U.K. at #19.
Hong Kong (#7 at 79%), Taiwan (#9 at 78%), China (#14 at 74%), and Malaysia (#18 at 71%) were also leaders in smartphone usage in this region.
Although Indonesia and India, at 43% and 33%, respectively, are among the lowest in smartphone penetration, their large populations equal a significant number of smartphone users overall. It’s also worth noting that both countries are still in the early phases of smartphone growth and thus have extraordinary market potential....
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...
Google is boosting the rank of mobile-friendly sites, more local searches take place on mobile devices than desktops, mobile has become a critical tool on the path to purchase, and mobile usage has been linked to consumers that are ready to buy. Article after article and study upon study identify the power of the mobile device for businesses big and small.
But what is happening to the businesses who are providing “disappointing” mobile website experiences? According to a new consumer study from HubShout (N=450 U.S. adults 21-55 years old), 39% of consumers will look for a competitor and 6% will completely refuse to do business with them. That’s almost half of consumers (45%) who will disregard businesses solely because of a poor mobile experience....
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....
In the year 2015, it’s a safe bet to assume there’s an app for that.Particularly in the payments and commerce ecosystem, being consumer friendly means, first and foremost, being mobile friendly. And mobile optimized. And mobile app friendly. And mobile engaged.
And mobile.
Just as much as payments and commerce are converging, the push toward digital media apps has imploded in the past few years. In fact, comScore’s data show that digital media has grown two-fold in the past two years alone. And what can we attribute to that growth?
The mobile app, of course....
In what some observers are equating to the next evolution of marketing's "moment of truth," Google has come up with a new term, "micro-moments," to define how the omni-presence of mobile devices is redefining the consumer's journey.
In a new report, "Micro-Moments: Your Guide to Winning the Shift to Mobile," Google pointed to findings showing that over two-thirds of smartphone users check their phones within 15 minutes of waking up in the morning and that 87% always have their smartphone at their side — even while they sleep — as evidence of how mobile devices are "transforming our lives, whether we actively notice it or not."...
I do not want your stupid app
I will not use this siloed crap.
I do not like them, Sam-I-am.
I do not want this mobile spam!
Would you like them on your phone?
On your waking home screen shown?
No! And no and no and no!
I do not want your stupid app
I do not want these wares of crap....
E-commerce is growing more important to the global market, with the growth of the e-commerce market being driven by the rapid adoption of smartphones and other mobile devices. A new report from OtherLevels, a mobile marketing software developer, has found that marketing in the mobile space is beginning to play a larger role in expanding the e-commerce market. Mobile commerce, in particular, could see significant gains through better marketing techniques.
REPORT SHOWS THAT MOBILE AD SPENDING IS ON THE RISE
The report contains data analyzed by Digi-Capital and shows that mobile commerce is expected to become the primary source of mobile revenue for retailers and other businesses by 2017. Consumers applications are expected to generate some $74 billion by 2017, and advertisers are beginning to see these apps as a promising opportunity to engage consumers.
The report shows that mobile ad spending will reach $42 billion by 2017. Mobile ads are becoming a very effective way to engage consumers, especially those that would be willing to use their mobile devices to shop for and purchase products online....
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Andreessen Horowitz partner and longtime mobile analyst Benedict Evans met with reporters in San Francisco yesterday morning to discuss the 16 mobile trends that he thinks will be the most worth watching in the New Year.
Since Evans has a long history of producing sharp analysis, we thought we’d share his observations with you.
Mobile is the New Central Ecosystem of Tech The mobile ecosystem is heading toward perhaps 10x the scale of the PC industry, says Evans, who calls the smartphone the “new sun.”…
Newer messaging apps like these are getting popular, and millennials and marketers are taking note.
When it comes to messaging, Snapchat and Facebook-owned WhatsApp and Messenger are the go-to apps of millennials and marketers alike. But increasingly, a new crop of messaging apps is growing in popularity. Players like WeChat, Line, Kik and Viber are beginning to quietly capture the attention of brand marketers via sponsored stickers and chat bots reaching millions of millennials and teens.
"Messaging today is what Facebook was in about 2006," said Evan Wray, co-founder and vp of Swyft Media, which builds messaging-based campaigns for advertisers like L'Oréal and Coors Light. "The tricky part is that every single app is different and [also] a new environment for brands. They're each trying to differentiate themselves slightly." Here, is what marketers need to know about four hot messaging apps in the coming year....
More consumers prefer to shop in a physical store so they can see and touch products before making a purchase. At the bottom of the list is turning to sales associates for help. Here’s why consumers say they like to shop in stores: - 47% -- See/touch items before buying
- 41% -- Ability to take it home immediately
- 30% -- Take advantage of sales
- 30% -- Redeem offers/coupons
- 22% -- Enjoy the experience (it's fun)
- 20% -- More secure than buying online
- 11% -- Get assistance from sales associates.
During the Mobile Shopping Life Cycle, consumers use their phones a lot, since with mobile consumers can always be shopping. Before they even head to a store, 63% of consumers use their smartphones to help prepare for the shopping trip. And once they get to the store, here’s how they use their phones, according to the survey...
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...
Marketers are always on the lookout for the trends that are going to impact the biggest sales period of the calendar year: the holidays.
Americans spend billions of dollars during the six-week period stretching from Thanksgiving to Christmas, and if you take into account the fact that many holiday deals now pop up on the radar before Halloween that number climbs significantly higher. If your business is struggling to figure out how to get ahead of the game for the holidays, consider these four ways in which mobile is going to impact the 2015 holiday shopping season....
Whether it’s to message to a friend, check the weather before leaving the house, scroll through Facebook on the bus to work, or upload a picture of that fantastic salad you made for lunch; we interact with our phones at many points over the course of the day. In fact, according to KPCB’s ‘Internet Trends Report’, we interact with our phones an astonishing 150 times a day.
At first glance, this number seems ludicrously high, but when Google’s research team paired this with another statistic from comScore that we spend a total of 177 minutes on our phone a day, they came to a believable conclusion: when we interact with our mobile, we only do so on average for a mere 1 minute and 10 seconds. These high intent, engaging bursts of digital activity in which we interact with our phone, are what Google has coined ‘micro-moments’.
So why do micro-moments matter to social media? To begin with, it’s important to understand how consumers are engaging with social media platforms; 79% now access social media through their phone, so any insight into consumer’s phone behaviour is relevant. More directly, micro-moments matter because they highlight some realities of social media for the vast majority of consumers, as well as some interesting repercussions:...
People access more media and information now than they otherwise would because of mobile devices. They do more of everything — read news, listen to music, watch videos, chat with friends, shop, play games, etc. They do these things while waiting for a bus, riding a train, eating, working, stuck in traffic, or walking.
This generation has clearly mastered the art of multitasking. It is sometimes amazing how one can post a photo on social media while crossing the street (which is of course very dangerous).
Mobile content consumption has skyrocketed over the popularity of smartphones. A 2014 report from Millennial Media and comScore reveals that 44% of online content is now consumed via smartphones, 12% on tablets, and 44% on desktop computers. What’s more is mobile isn’t just an option now, it’s the popular choice....
While mobile traffic is approaching 50% for a lot of publishers, that’s not true for everyone. Look at your analytics to see where your traffic originates and deliver content based on your mobile traffic. Responsive design – making sure images are sized properly for viewing device and ensuring speedy load times – must be a priority or you could alienate the audience you work so hard to get to your site....
You can find the recent mobile statistics here. Get insights on relevant updates in the mobile marketing industry.
Mobile Industry Statistics - 80% of internet users own a smartphone (Source: SmartInsights, 2015) - By 2018, eMarketer estimates over one-third of consumers worldwide, or more than 2.56 bifllion people will be smartphone owners. That 2018 figure also represents over half-51.7% of all mobile phone users. (Source: eMarketer, 2014) - 84% of small businesses who have invested in a mobile presence say that they see immediate and long-term benefits (Source:Web.com) - According to Google’s Mobile Search Moments Study, 40% of mobile searches have local intent. Similarly, 77% of mobile searches occur at home or at work, while 17% is on the go. (Source: Google Mobile Search Moments Study) - According to a recent study, mobile internet traffic reached 60%, surpassing desktop internet traffic which declined to 40%. (Source: CNET)...
Now that Google has officially confirmed that there are more searches on mobile than desktop, sites that aren’t mobile-friendly just won’t cut it anymore. After all, it’s bad for business — 70% of these mobile searches convert to some sort of online action within the first hour.
That’s why we put together a checklist of the mobile friendly best practices (from our #MobileReady webinar) to help arm you. You can download the checklist here....
Whether browsing through Amazon on a tablet or flicking through the latest offers on our mobile phones, we’ve grown accustomed to the digital shopping experience. However, it’s one thing to do your weekly shop from an iPad, and quite another to book a holiday abroad.
For businesses, mobile devices certainly present a far more accessible means for consumers to research their next purchase and reach out with any queries, but unfortunately the vast majority simply aren’t about to carry out large transactions on the same device.
According to BoldChat’s latest Effective Mobile Engagement Survey, there is a growing gap between the number of people using mobile devices to research and query products, and the amount of money they are spending. Last year, only 1 in 10 people spent more than $1500 via their phone or tablet. For smartphones, this falls to as few as 5 percent.
So what is stopping them from committing to these large purchases? Recent iOS and Android security breaches, such as the XcodeGhost and 'long password' vulnerabilities, certainly haven’t helped businesses build trust among consumers....
Even knowing the above stats, it can be remarkably easy to underestimate the power our smartphones hold when it comes to marketing. I mean, I still work on a laptop for most of the day—maybe you do, too.
But beginning in early 2014, internet usage on mobile devices began to exceed desktop usage.
These days, more Google searches take place on mobile devices than on computers in 10 countries, including the U.S. And Goldman Sachs has predicted that the number of people making purchases on smartphones and tablets will grow to nearly half of all e-commerce by 2018....
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Mobile impact will continue to grow quickly again next year. Plan for it, especially in the workplace.