Mobile Marketing Statistics
When considering your mobile marketing strategy, have you ever wondered what type of smartphone, tablet, or other mobile device your potential customers are using to search for products and services that you offer? Having this information could allow digital marketers to deliver their client’s messages to the appropriate consumer based on where they are in their their buying cycle. This ensures that the targeted consumer gets the proper optimized message when their researching or ready to purchase. To illustrate how important mobile marketing is to your overall digital marketing strategy take a look at a few key mobile stats reported by torsionmobile.com:
- On a desktop website, it takes most visitors (70%) one week to act on a search — on mobile, it takes them one hour to act.
- People who are searching via mobile are ready to act — and highly motivated to do so.
- Mobile use grows steadily throughout the day, while desktop use peaks at midday.
- 40 percent of mobile searches are local. Only 20 percent of desktop searches are. That means mobile users are out on the streets, looking for local information and ready to act.
- Advertisers with mobile-optimized sites and mobile-targeted campaigns have seen an average 11.5 percent increase in mobile clickthrough rates.
- Mobile searches are more precise than desktop searches, using up to twice as many keywords.
An important note to make is that mobile devices include, smartphones and tablets and tend to all get grouped in to the “smartphone” or “mobile device” category. As digital marketers we need to need to understand that mobile device use varies by two key factors: the person and the context.
Mobile Usage With iOS Users
Mobile analytics firm Flurry has an excellent post focused on iOS only. Android and iOS users tend to have separate audiences so they’ve focused on iPhone and iPad users of this study.
“Flurry currently measures activity on 397 million active iOS devices, and this analysis is based on usage during May of a random sample of 44,295 of those (iPhone and iPad only; iPod Touch was not included). A future post will discuss usage patterns on Android tablets and smartphones.
Flurry has developed a set of Personas in which device users are assigned to psychographic segments based on their app usage. An individual person may be in more than one Persona because they over-index on a variety of types of apps. Those who own more than one device may not be assigned to the same Personas on all of their devices because their app usage patterns may not be the same across devices.
We started this analysis by considering what share of iOS devices used by members of each persona were iPhone and iPad. As shown in the “everyone” benchmark in the chart below, overall iPhone had a 72% share and iPad had 28%. The Personas shown above the “Everyone” bar skew more toward iPhone than the general population of iOS device owners, while the Personas shown below the “Everyone” bar skew more toward iPad.”
From the chart above you can see that the personas “on the move” are shown to skew heavily toward iPhone. When broken down we see that Value Shoppers use their iPhone’s to find deals by scanning barcodes. The younger, hip, urban, singles Singles use their iPhones to connect through social media. iPhone represents over 90% of iOS devices (excluding iPod) owned by members of those Personas. Read more interesting facts on mobile marketing and iOS users here.
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