Europe ahead of US in mobile engagement
Adobe have released new research comparing mobile engagement in different countries and across different sectors. We thought it could be useful for benchmarking your use of smartphone and tablet on your site and the engagement you're getting.
The research was released at this week's Adobe Summit for EMEA in London. It's from the Adobe Digital Index (ADI) and part of a new report which analyses website metrics such as stickiness, consumption, and conversion rates. It's a big study based on data from 100 billion visits to more than 3,000 Web sites in Europe (Belgium, France, Finland, Germany, Luxembourg, the Netherlands, Norway, Sweden, and the UK) - comparison are given to the US too.
According to Tamara Gaffney, principal at the ADI:
"The big difference Gaffney noted between Europe and the US was in traffic coming from smartphones. In Europe, the Nordic countries were the leaders, with smartphone…
How smartphones are being used in the United States for shopping and travel purchases
Emarketer's research focused on US shopper behaviour to understand how American companies can target the mobile shopper. Emarketer estimates that there are now over 145 million shoppers using their smartphones, an increase of 23 million since 2013.
However, it's interesting that they predict that this year only 1.6% of USA sales will be taken via a mobile, as it's a big influence in the lead to purchase decision-making process rather than a device for purchasing a product/service. Similar shopping habits to the UK where shoppers are inclined to use their mobile for researching products through the latest boom in showrooming and webrooming as 33% of Americans are showrooming on their devices.
The graph below from their report shows where consumers are using their mobile app when it comes to purchase, with the biggest increase in lifestyle and shopping.
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4 types of mobile app metrics that must be reported
A mobile app's raison d'être, just like any other product, is to generate more money for its creator than it costs to build. Use mobile app analytics to evaluate effectiveness of your mobile app marketing methods and to ensure ad spending leads to installations, and installations lead to app use and in-app purchasing. To review your approach to measuring app effectiveness, here are 4 types of measure we recommend.
1 Tracking the number of installs
One of the key metrics regardless of the app business model is the number of daily installs and their sources. Do your installs come from mobile ads or from app store directly? What is the split between paid and free sources of users and how does it change over time? Tracking paid and free installs are the basic metrics every mobile marketer should track from day one.
Answering these questions is…
Over 56% of the 18-24 age group are Retail Showrooming
Retailers are embracing how consumers are using their phones and it's more than a browse or research product function with consumers using their phone in store in a variety of ways to price check, access ratings, reviews and promotions - all common 'Retail Showrooming' practices. This research shows the relative popularity of these activities in the UK:
comScore are seeing a similar patten in other countries using their panel. For example, in Germany, as comScore's latest research released from their MMX® Multi-Platform panel shows: 'over 40% of smartphone users are using their phone whilst shopping'.
You can download the full comScore Multiplatform Majority report from their site. Also, look out for our new report from Tery Spatero on crafting the multi-channel retail experience.
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October 17, 2014
What are the main challenges and opportunities of mobile commerce that need to be overcome for mobile sales growth?
Worldwide, B2C ecommerce sales are growing steadily and set to top the $1.5 trillion mark this year, and increasingly significant contributors to this enormous sum are mobile devices.
In Europe, mobile shoppers are set to spend £19.8 billion in 2014, almost twice as much as last year’s spend of £10.7 billion, according to research by RetailMeNot. In the US, the figures are even higher – with eMarketer predicting that US retail mcommerce sales will total $56.72 billion in 2014, up 36.1% from 2013.
Even these figures omit revenues from travel bookings on mobile devices, a sector that is seeing a 50% increase in mobile activity and which it is estimated is worth a further $25 billion.
There’s no escaping the fact that mobile commerce…
How to create a marketing plan to launch your mobile app in three simple stages
Creating an app is a major accomplishment, but sadly not a guarantee of riches and rewards. If you want to make any money from your carefully crafted creation, you will need a solid and effective app marketing launch plan. Here is how you I believe you should create a plan based on my experience of app launches.If you want to make your app a success, promotion should start way before you’re ready to launch. It’s no good developing a beautiful app if no one ever learns of its existence, so it is vital to have a detailed plan in place of how to market your product and get it turning over a profit as quickly as possible.
Where to start with your…
9 ways to improve your mobile customer experience
As mobile shopping sites and apps increase in popularity, and overall experiences improve, customer expectations are rising at the same time, so there is an imperative for customers to act to improve their mobile experience and how it joins up with the overall brand experience.
Research by IBM has highlighted the extent to which customers are intolerant of any faults, with 16% of respondents reporting that they would be more likely to buy from a competitor if they encountered a problem, and 13% admitting they would abandon the transaction altogether and try a competitor’s website or app instead.
'Some of the bigger leading brands have really upped their game, and the ones that are keeping pace have strategically invested in a platform that is able to service both traditional online channels and also…
Responsive Web Design is expected by consumers and backed by Google
With the continued rise in mobile usage, and 'with 25% of internet users only using mobile devices', companies are adopting responsive design. Responsive design is typically more cost effective than maintaining different versions of our websites for various devices - even Google are recommending this as best practice from an SEO and experience POV. That's why we use it at Smart Insights!
Note though that the thinking "mobile responsive design is always the best option" may be oversimplistic. Yes it may be for smaller businesses, but for larger businesses who want to maximise conversion and experience adaptive design may be best. Our recent research on managing customer journeys shows that although responsive designs dominate adaptive is a valid alternative.
Still we felt that this infographic from Verve does a great job of raising awareness…
An interview with the VP of Aviasales.ru - a case study of mobile app lead generation
In today’s mobile market, app developers concentrate primarily on making money from in-app purchases. However, there are many other ways to make a profit with an app. At AppInTop mobile app marketing podcast (English, Russian), we talked to Ivan Kozlov, Vice President of Mobile Products at Aviasales.ru about how to leverage a mobile app as a lead generation tool.
A lead gen case study - an airline ticket search app
Airline tickets are a very complicated product, and this is a low-margin business. But that doesn’t mean that you can’t make money in this niche. It’s perfectly realistic to create a successful product in this area, but to do so you…
Chrome triumphs on desktop, but Safari on mobile
If you're a marketer or designer you'll be aware of the dramatic change in browser use since Google introduced Chrome. This compilation from the US from Adobe Digital Index's report clearly shows the change across the most popular browsers, across desktop and mobile. Is it no surprise that in 2014 we have seen a crossover so that Google Chrome commands the highest share, as us consumers are spending more time in the 'google ecosystem' through our Gmail accounts, Google hangouts, and Chrome and Android browsers default to google search - we can't escape it!
However, Internet Explorer and Safari are still at similar market share, so as Craig Sullivan points out in his post on 17 ways to F**k-up your AB Testing - many sales can be lost because designers ignore older versions…
