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BizReport : Research archives : March 20, 2015

Mobile Roundup: Mobile data to skyrocket

There is a new report out from Cisco showing how mobile data traffic is skyrocketing into 2015; another study indicates which demographics are being engaged by mobile ads. Details in today's mobile roundup.

by Kristina Knight

First, Cisco's study indicates that mobile data traffic increased nearly 70% in 2014, with mobile video traffic exceeding the 55% mark. Most (88%) of this traffic is coming from smartphones. Looking ahead, mobile data traffic is expected to increase at least 10-fold by 2019.

"By 2019, 4G will be 26 percent of connections, but 68 percent of total traffic. By 2019, a 4G connection will generate 10 times more traffic on average than a non-4G connection," write the report authors. "By 2019, more than half of all devices connected to the mobile network will be "smart" devices. Globally, 54 percent of mobile devices will be smart devices by 2019, up from 26 percent in 2014. The vast majority of mobile data traffic (97 percent) will originate from these smart devices by 2019, up from 88 percent in 2014."

Meanwhile, Marchex has released a new study which indicates that calls to insurance/financial services that are initiated by a mobile search are most likely being made by Millennials or Gen Xers. Their calls last about two minutes. Comparatively, Spanish speaking individuals who call in talk long and go into greater depth about what they want. This is an indicator that these consumers are very engaged with the products/services on offer.

"Our data shows that financial services and insurance brands are already experiencing profound changes related to the broader online-to-offline trend: that it is now typical for a consumer to search on their mobile phone for an insurance provider or bank and make a phone call or an in-person visit based directly on that search result," said John Busby, Marchex SVP of Consumer Insights and co-author of today's report. "Millennials are playing a huge role in this trend that mobile-influenced offline purchases are expected to be the biggest portion of consumer spending from mobile, twenty times larger than m-commerce."

Other interesting findings from the report include:

• 56% of calls over the 2 minute mark are from new customers
• Low and mid-income households are most likely to call based on mobile ads (insurance vertical)
• For financial services, mobile ads are most likely to attract more affluent as well as being younger

Image via Shutterstock

Tags: Cisco, financial services, Marchex, mobile marketing, mobile search

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