RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : April 25, 2016

Mobile-first offering brands solid returns

2015 marked a strong growth period for retailers, but it isn't only retailers who are finding more green because of mobile opportunities. New data out from comScore underlines just how important mobile has become for brands across the spectrum.

by Kristina Knight

Researchers with comScore took a look at how consumers interacted with digital as well as traditional media. The time consumers spend with digital media continues at a steady pace, but there is one significant change: nearly half of all digital media time is now spent via mobile device rather than desktop, and even though ad viewability and invalid/fraudulent traffic continue to be a threat to businesses, digital gained ground toward becoming the largest ad medium.

And, where shopping is concerned, the comScore report shows that $1 in every $6 retail dollars are now spent via mobile device.

Some brands are finding much success by pushing their mobile-first opportunities. In another report, comScore's researchers say the number of Unicorn businesses - those valued at a minimum of $1 billion - are on the rise. Social media brands, especially, are benefitting from the mobile craze. They note that nearly all (98%) Snapchat users login from a mobile device, and that more than half of Pinterest and Spotify users login from mobile devices.

The research breaks out a few 'Unicorn' businesses:
• 85% of Uber's consumer base is mobile only
• 57% if Pinterest's base is mobile only
• 54% of Spotify's base is mobile only
• 46% of AirbNb site users are mobile only
• 36% of Dropbox users are mobile only

Tags: advertising, comScore, M:Commerce, mobile commerce, mobile marketing

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.