As
we all know, the mobile revolution has arrived.
For the previous three months in a row, the mobile traffic to KSAT
properties exceeds the traffic generated on the “mother ship” – the desktop
version of KSAT.com. Life has changed and
we embrace it. “It doesn’t do any good
to sit up and take notice if all you do is keep on sitting.”
It
is no longer a case of whether or not your web site should support mobile
devices. Mobile support is what the
consumer expects.
The most compelling reason to focus on mobile is that consumers
are moving their digital engagement away from desktops and onto mobile devices
– Smartphones and Tablets. Fourth Quarter 2011 was a watershed moment – it was the first quarter that mobile devices outsold desktop/laptops. “Total worldwide PC sales fell 14 percent to 76.3 million units in the first
quarter, IDC said on Wednesday, exceeding its forecast of a 7.7 percent drop.
It was the fourth consecutive quarter of year-on-year
declines…”
· “U.S. advertisers have already spent nearly 50% more on
paid-search ads in 2013 compared with the previous year, with click-through
rates rising 14.1%.”
· Consumer behavior drove brand marketers and retailers
to make search marketing investments early in the season -- in particular, the
weeks leading up to Thanksgiving. By getting a jump on the holidays, brands
managed to connect with those consumers starting their shopping earlier, due to
the reduced number of post-Cyber Monday shopping days this year. So far among
Kenshoo clients, the 2013 shopping season generated record-high online revenue
for U. S. paid-search retailers with a 30 7% YoY increase compared with 2012.
Consumers are so increasingly connected that some argue we never actually go shopping -- we are always shopping. Consider the following:
- 44% of all email opens currently occur on mobile devices
- More than 1 billion smartphones were in consumers' pockets at the beginning
of 2013
- 4 out of 5 minutes on a smartphone are
spent engaging with an app
- 1 in 3 minutes spent online is now
spent on devices other than PCs. Marketers must have both, a mobile app and a
mobile Web site, or they run the risk of alienating their customer base
- Smartphone ownership tipped the scales
to comprise 58% of all mobile phones in the U.S. in 2012 and is expected
to reach 83% of all mobile ownership by 2017
- 62% of marketers will increase their budgets for mobile in 2013
Here is a link to download the eMarketer 2014 Snapshot of Digital Media Usage. Some of the
highlights:
·
Growth in Facebook usage has slowed
to a crawl, with a 3% increase expected for 2014.
·
Mobile is hot. Double digit growth against all social media
sites.
·
98.2% if smartphone users are mobile
internet users.
·
Video consumption continues to grow
on mobile devices.
·
51.8% of tablet users will buy
online this year.
Peter Townshend of The Who said it best in Going Mobile.
“I'm goin' home
And when I wanna go home
I'm goin' mobile”
And when I wanna go home
I'm goin' mobile”
He was only 42 years ahead of his time…
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