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BizReport : Research : August 21, 2013


Study: Mobile brands missing conversions

Mobile brands may be increasing their ad buys and pushing more budget dollars into the space, but they are still missing out on too many conversions. That, according to new data out from BrightEdge, which indicates mobile continues to underperform desktop in the conversion battle.

by Kristina Knight

Most Americans now have cell phones and more than 100 million of them have converted to smartphones. In addition, studies show that more and more shoppers turn to mobile to research products and finalize buys. Still, mobile conversions are much lower than desktop according to new research out from BrightEdge. According to the report:

• From H1 2012 to H1 2013 mobile traffic increase 10 times the rate of desktop
• Verticals including Softward/Tech and Financial Services are pushing mobile traffic
• Overall, Tablet and Desktop users convert at higher rates than Smartphone users

"Despite rapid and continuing growth, mobile remains a largely untapped opportunity for marketers," said Jim Yu, CEO and founder of BrightEdge. "Brands that learn how to leverage mobile and understand content on in terms of traffic, engagement and revenue stand to deliver staggering results in both customer loyalty and ROI."

"More than ever, we are seeing a steady increase in mobile and tablet traffic," said Shahid Awan, global head of search at CheapFlights.com. "It's extremely important for us to understand the impact of our mobile and tablet activities so that we're fully prepared to take advantage of this traffic and achieve better business results."

What is driving conversion rates for tablet and desktop users? Video. According to BrightEdge researchers video content is helping some brands level the conversion playing field. Entertainment content, for example, is pushing mobile conversions 1.6x higher than desktop users.






Image via Shutterstock

Tags: BrightEdge, mobile ad trends, mobile advertising, mobile traffic, mobile trends








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