Either we admit the fact or not, the mobile usage has tremendously surged over the years, mobile undeniably is the most convenient, handy and accessible device to communicate. Mobile usage is a must for various reasons - mobile apps, search for information, shopping, or whatever the reason is the mobile is a must for numerous other reasons. It sounds silly or doesn’t make any sense now to question if mobile marketing is important. Infact mobile is everything, in fact the most important gadget and it’s hard to imagine a day without it now.
Everyone uses mobile, it’s a known fact but figuring out how users behave while using the various smart devices, and what’s their preference to is a point which draws interest. The content which is viewed on a mobile must be well aligned according to the device screen size and not tamper the images or text. Also it’s important that the content that’s viewed across mobile has to be engaging, interacting and offer something valuable which is worth to be read. So while a mobile is a multitasker for all the consumer activities, it ought to be a good player when delivering content too.
Optimizing the content according to the content and creating a perfect mobile marketing strategy are the two elements to be in place which the inbound marketers cannot afford to ignore.
In this article let’s get to know the actual figures or the compilation stats which surround the mobile marketing. Not to be surprised but Keep reading.
The figures are bound to reach threshold and it doesn’t surprise anyone to know that the number of mobile users down the lane would be estimated around 314 million users. This stats is to show the number of users who actually spend their time on mobile devices and various activities over the mobile like apps, social media etc.
It’s evident that the time spent on mobile devices and various smart devices is on the rise. It’s estimated that 35% of consumers use devices such as like tabs, ipads to read information, access emails is substantially on the rise, around 35% of consumers use devices.
From the stats is obvious that there is increasing demand of the usage of various digital devices, even to date many consumers find it comfortable to use their laptops to access the Internet. There is a rising trend that estimated to around 32% of consumers operate smart TV to access the Internet.
Mobile and search engine optimisation are very much interlinked, that it has derived the name “Mobile SEO”. Google announced its search algorithm to give higher preference to websites that are mobile friendly, which is a step forward to enhance the user experience. Google penalizes if the content takes too long to load or screen ads appear before the content appears.
The search engine Guru “Google” is the highest contributor- 23.5% mobile click through rates which has decreased over the years due to the playing of the ad which takes 5 to 6 seconds before the main app or content appears, which doesn’t happen over a desktop. The mobile click through rates via the desktop or laptop have figured around 29.1% but not as steep as the mobile ads which appear on a mobile which has reduced the click through rates from 28.6% to a 23.5%.
According to the search engine market research it’s estimated that around 48% of consumers commence their mobile research via search engines. As every mobile device can download apps in few seconds to minutes mobile users begin their research by directly visiting the site while some use apps to visit the sites.
Google bags all time records as it’s the most user friendly search engine across mobile devices, it captures 94% of the mobile search traffic, while the rest 4% is taken over by other popular search engines-Duck Duck, Bing, AOL. etc. Also there’s paid search in Google which is an added advantage. Google the King of search engines is driving profits into the mobile device sector.
Page Load Speed is the time taken for the page to load or open up, it’s often the most crucial and deciding factor. If observed it’s evident that sites takes longer time to open up in mobile devices.
With the extensive usage of mobile devices the page load speed time must be brought down, so what could be done about it. User quit if the loading time is more than 3 seconds.
Apparently, mobile devices are handy, everyone knows that but some mobile devices don’t match upto the expectations, and page speed is not advancing in spite of the mobile users. If the site takes ages to load, it could possibly be the most annoying experience for a user and hence they quit which in a way you are losing the revenue. To avoid this scenario we can optimize the website to improve the mobile speed.
The first step is to reduce the file size, which takes ages to load and makes a big impact in the page loading time. Also content should be well optimized, ensure the site elements load are well organized to enhance the site speed.
The average page loading speed on mobile devices is 22 seconds which is revealed by Google. According to Google the page load speed is an important aspect for search ranking. A page which takes more than 3 seconds has increased bounce rate. Bounce rate is the instance when a user lands on a page and doesn’t stay on the page consistently for a few seconds or leaves the page without visiting other pages of the site. Finally the higher the bounce rate the more we lose the potential customer.
Mobile devices is not a luxury, it’s more of necessity. Its obligatory that the website must be designed mobile friendly. There are greater chances for a user to leave if the site is not designed mobile responsive in terms of functionality. The URL of a site differs to that of a site. The screen resolutions and alignments must be checked to the page’s responsiveness.
Most B2B marketers have optimized their content and websites designed mobile responsive to enhance and meet the SEO ends. A well optimized site fits across all devices of any resolution. Responsive is also in terms of the performance of site on a mobile device, the ability for readability of content across any mobile or other device. Google gives high priority to sites which are mobile responsive.
Even according to the research in the Social Media survey, 54% of marketers confirmed that their site is optimized for mobile devices.
The usage of mobile media varies across a particular day. The importance differs across the timings of the day as more users spend time at work, hence have to use laptops or desktops during work, after work hours the usage of mobiles, ipads, tablets is on the rise.
We have used the stats which best picturize the usage of mobile devices across a day & the varying times.
Its interesting and important to know that if you are not extend out to the target audience via a mobile device search or not providing a fair user experience you are losing in terms of potential customers, ROI etc. With the rise of social media and everyone accessing mobile devices for facebook, or twitter which is a platform for many users to stay connected.
Email marketing has made its way back long time ago. Ex: Hotmail was the initial web based email. Gone is the trend when emails were traditionally accessed over the Laptop or desktop. Mobile has paved a new path for email marketing. Consumers find it much comfortable to access email which is mobile responsive and well designed. We have apps built in for emails which makes it easy to access.
Research claims that around 50 to 55% of the emails are accessed via a mobile device. If the email is designed and well aligned mobile responsive it gets 23% more clicks via a mobile device.
Mobile responsive is everywhere and according to mobile email report stats fully designed responsive sites get visibly 24% more clicks via a mobile when compared to devices which are not responsive. The responsive design in emails is yet to get better.
For consumers who love shopping, it's important for you. According to the research it's concluded that if the shopping sites are designed mobile responsive, instantly at any time of the day consumers are more likely to buy products via their mobile devices. With online sellers offering best value, consumers find it handy and hassle free to purchase online.
Now more and more websites ex: Amazon, Alibaba are designed mobile responsive with AMP's so that they don't miss consumers who wish to purchase accessing a mobile. Almost all shopping sites have apps that can be downloaded that are user friendly with easy checkout and secure payment methods. Users prefer to buy services and products on their smartphones.
In the stats it’s evident that 36% of consumers purchase a physical product. And 33% make payment for the product via a mobile app.
Mobiles contribute to 20 to 25% of the online shopping, of the revenue of $109.3 billion generated online, 21% was achieved through mobile online shopping which constituted to $22.7 billion (21%).
The best advantage which consumers like about online shopping is the discounted rates which comprises of a stunning figure of 78% slashed prices when compared to 63% on a desktop. A voila moment for shopping lovers. As users spend more time on mobiles, shopping cart desertion is a prime issue for mobile marketers.
Even though some issues which arise friction in mobile cart desertion are to the complex checkout process, poorly designed mobile, long time to load pages of site etc.