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BizReport : Mobile Marketing : August 01, 2013

Monetate, Fiksu reports show importance of mobile

US consumers continue switching to mobile at very high conversion rates. That fast migration is also pushing more advertisers into the space, but some may be ill prepared for the different ways they must now engage - and the cost to acquire those users.

by Kristina Knight

New data out from Monetate shows 21% of ecommerce traffic is now coming from mobile devices while 28% of US consumers are now logging on to the web from mobile devices more often than from desktop computers. This, the report notes, is why 'responsive design' is getting more buzz from brands.

With responsive design, websites are automatically optimized for screen size without the user pinching or zooming to account for screen size. But that optimization comes at a cost, the report notes, including slower mobile load times, longer time for a website to be in development and the experience factor - because while responsive design does optimize the size it leaves out the ability to create a personalized mobile experience.

According to the Fiksu data the cost to convert a loyal user increased by 13% (June 2013) to reach $1.50; much of that increase they note is because of the new apps set up to allow more brands to advertise to Facebook users from mobile apps.

"It's no wonder that brands are starting to ramp up their spending on Facebook mobile app install ads as they are driving large volumes of qualified users at extremely cost-effective rates," said Micah Adler, Fiksu CEO. "Now really is the best time to invest in Facebook campaigns while costs remain comparatively low - and before competition starts to heat up."

Each day 5.6 million apps were downloaded (June) compared to 5.9 million downloads in May.

Image via Shutterstock

Tags: Fiksu, mobile advertising, mobile marketing, mobile trends, Monetate

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