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BizReport : Mobile Marketing : February 24, 2016

New studies underline mobile's importance

Two new reports underline the importance of mobile devices not only for shoppers, but for retailers and other brands.

by Kristina Knight

First, Adobe has released global mobile data indicating the strong growth rate of mobile use around the world. In China in 2015, for example, there was a 50% uptick in mobile usage while Saudi Arabian mobile accounts now account for more than 60% of online traffic. Other interesting findings from Adobe include:

• 14 of 17 EMEA countries show at least 30% YoY mobile growth (2015 vs. 2014)
• Ireland, Philippines and Japan all show mobile traffic shares of more than 45%
• India, Brazil and Saudi Arabia all showed significant decreases in tablet traffic

"There was a time when tablet browsing surpassed smartphone browsing, and that trajectory was expected to continue," said Tamara Gaffney, principal at ADI. "Since then, however, browsing growth by these devices has decreased significantly, and we think this is mainly because smartphone screens are getting bigger. Now, instead of buying both a smartphone and a tablet, people are opting for 'phablets' and relying on just this one device--with a larger screen--for all of their browsing."

Meanwhile comScore and UPS have released the Pulse of the High-Tech Online Shopper survey, which indicates nearly two-thirds (69%) of high-tech shoppers researched their purchases via mobile device prior to buying. Most (76%) are also tracking their purchases via mobile device during transit.

"High-tech consumers, especially Millennials, appear to be comfortable shopping on any device," said Dave Roegge, high-tech marketing director at UPS. "These are sophisticated consumers, and we expect them to shop more online and across all devices. Retailers need to be ready to engage them online and on their own terms."

Image via Shutterstock

Tags: Adobe, comScore, ecommerce, m:commerce trends, mobile commerce, mobile marketing

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