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Information is power; there is a major marketing landscape change as mobile is bound to overtake fixed internet access in 2014. Many enterprises may have to adopt a distinct marketing strategy today to flourish and take advantage of these rising trends – or lose out in a major way. By - Phil Talbot - Go to Guy Mobile Ordering Saavi This revelation became a big headline – a bold prediction way back in 2008 by Mary Meeker, an analyst at KPCB (Kleiner Perkins Caufield Byers). Today’s events clearly manifest these changing times. An Emerging Pattern: Data from the Monetate Q1 2013 Ecommerce Quarterly shows how smartphone fare vs tablet vs desktop in terms of consumer consumption. Add to cart/basket data and volume reveal pertinent information of what device reigns superior as a tool to make purchases – a vital marketing tool. Tablet and smartphone use heightened, nearly doubling based on 500 million visits. Mobile share is also gaining momentum, garnering 25% on average. iPad, for its part, still retains its crown as the ‘tablet king’ besting all other tablets, with Kindle Fire and Android snaring in 10% of total share. It is vital to know these trends most especially when creating a business case directed for mobile optimized sites. In the first quarter of 2013, tablets exceeded traditional desktop devices with regards to conversion rates. This is the first time that this has happened showing tablet’s popularity with consumers. However, smartphones may still have some catching up to do. Pooled data show smartphones conversion rate covers only a third of tablet devices’ rate or of those utilizing the traditional method. Still in April of 2013, App usage corners 80% of the time when compared to using a traditional browser for mobile. It’s an App World: Mobile-optimized apps gobble up the smartphone market. This is a major revelation for companies who would want to take advantage and create a mobile device app. In its report in April 2013, Flurry – a mobile analytics vendor – released an apt summary of app usage across different devices (e.g., smartphones, tablets). Showing apps dominance the enterprise coined the phrase: It’s an App World. The Web Just Lives in It. A Plethora of Sources: For those who are wont to make the most of these growing trends, these services with their comprehensive data will likely be the most helpful. 1. Ofcom Internet Usage Report. 2. Comscore Digital Future Series 3. Xyologic app Download Reports 4. ITU. The International Telecom’s Union data report on mobile usage. 5. Google Mobile Planet These compendium of data attests to the growing power of consumer preferences using mobile. To a large extent however, the success of a retailer or an enterprise may not be solely dependent on understanding these emerging patterns and forming a marketing strategy but in implementing one in time – in view of the competition. About Author - Phil Talbot is founder of Saavi.com.au – the Mobile Ordering specialists and the resident expert in mobile ordering systems. You can follow Saavi on Facebook.
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