Page 14 - index
P. 14
RESEARCH, ANALYSIS & TRENDS
Smartphones ready to become top
device for mobile shopping
While the share of smart phones increased significantly,
the desktop part decreased, and if you add even tablets,
two out of three buyers come via mobile advertising to-
day.
In the social channel, the mobile conversion rate is now
almost the same as on desktops, according to the ex-
perts of Marin Software, who assume that this trend will
continue and exceed this year the 50% threshold.
Indeed, the direction of consumer and advertiser trends
has largely stabilized, as Marin’s Global Online Advertis-
ing Index shows, which looked at over $7.8 billion worth
of spend in the Marin platform.
There is by now a good deal of mobile shoppers waiting The gist of the report:
in the wings, which is why more and more dealers have Conversion has grown with search engine marketing
started to tailor offers particularly to mobile commerce. by ten percent over the previous year, meaning that
Electronic loyalty and credit cards on the phone, shop- every third purchase is made on an Internet-enabled
ping apps and mobile payment solutions, simply allow phone. The most notable shift is that smartphone
customers to do their shopping easily over the phone on gains were no longer mainly from desktop, instead,
the way or in between on the tablet. there was cannibalization from the tablet side. Clicks
and spend are by now majority mobile, with impres-
In general, it can be seen that especially the technology- sions and conversions close behind. Desktop share
affine and better educated youngsters are using still retains its dominance, but the lead is a narrow
smartphones and tablets vividly for mobile shopping. one.
Alleged obstacles, such as the small mobile screens or Mobile share of display spend continued to eat away
load times for mobile pages seem to lose in importance at desktop share across all metrics. Q4 2015 saw
– even mobile payment service seem to gain more mo- display advertising on mobile explode globally and,
mentum this year. whilst the growth has slowed, in the last quarter con-
versions have grown 26%, clicks were going up 13%
Marin Software Incorporated, a provider of a leading and impressions have increased by 10% on
cross-channel performance advertising cloud for adver- smartphones.
tisers and agencies, released its insightful Q1 2016 Per- Social is still the most mobile of all three channels.
formance Marketer’s Benchmark Report recently, essen- Conversions, impressions, spend and clicks are all
tially saying the following: up but at less significant rates, reflecting the sus-
tained popularity of mobile for this channel. This
Smartphones turn from an information to a shop- trend is likely to continue, eventually crossing the
per's device 50% mark this year.
Mobile devices, especially smartphones, play a decisive Advertisers should begin to use all channels and devic-
role for channels like search, social, and display. Display es according to their respective strengths, providing a
ads actually seem to convert the best on mobile nowa- comprehensive digital marketing approach that address-
es the audience via all channels and devices for better
days, since more than half of all conversions come into results. Considering going from web-centered to app-
existence on the smartphone. For a long time, the smart centered could be a good solution, too.◊
device has been seen mainly as an information medium,
since electronic shopping was initially taking place on By Daniela La Marca
the desktop. But times have changed.
14 Asian eMarketing - June 2016: Mobile Marketing & Advertising: Site development & Apps, Business Strategies & Trends
14
Smartphones ready to become top
device for mobile shopping
While the share of smart phones increased significantly,
the desktop part decreased, and if you add even tablets,
two out of three buyers come via mobile advertising to-
day.
In the social channel, the mobile conversion rate is now
almost the same as on desktops, according to the ex-
perts of Marin Software, who assume that this trend will
continue and exceed this year the 50% threshold.
Indeed, the direction of consumer and advertiser trends
has largely stabilized, as Marin’s Global Online Advertis-
ing Index shows, which looked at over $7.8 billion worth
of spend in the Marin platform.
There is by now a good deal of mobile shoppers waiting The gist of the report:
in the wings, which is why more and more dealers have Conversion has grown with search engine marketing
started to tailor offers particularly to mobile commerce. by ten percent over the previous year, meaning that
Electronic loyalty and credit cards on the phone, shop- every third purchase is made on an Internet-enabled
ping apps and mobile payment solutions, simply allow phone. The most notable shift is that smartphone
customers to do their shopping easily over the phone on gains were no longer mainly from desktop, instead,
the way or in between on the tablet. there was cannibalization from the tablet side. Clicks
and spend are by now majority mobile, with impres-
In general, it can be seen that especially the technology- sions and conversions close behind. Desktop share
affine and better educated youngsters are using still retains its dominance, but the lead is a narrow
smartphones and tablets vividly for mobile shopping. one.
Alleged obstacles, such as the small mobile screens or Mobile share of display spend continued to eat away
load times for mobile pages seem to lose in importance at desktop share across all metrics. Q4 2015 saw
– even mobile payment service seem to gain more mo- display advertising on mobile explode globally and,
mentum this year. whilst the growth has slowed, in the last quarter con-
versions have grown 26%, clicks were going up 13%
Marin Software Incorporated, a provider of a leading and impressions have increased by 10% on
cross-channel performance advertising cloud for adver- smartphones.
tisers and agencies, released its insightful Q1 2016 Per- Social is still the most mobile of all three channels.
formance Marketer’s Benchmark Report recently, essen- Conversions, impressions, spend and clicks are all
tially saying the following: up but at less significant rates, reflecting the sus-
tained popularity of mobile for this channel. This
Smartphones turn from an information to a shop- trend is likely to continue, eventually crossing the
per's device 50% mark this year.
Mobile devices, especially smartphones, play a decisive Advertisers should begin to use all channels and devic-
role for channels like search, social, and display. Display es according to their respective strengths, providing a
ads actually seem to convert the best on mobile nowa- comprehensive digital marketing approach that address-
es the audience via all channels and devices for better
days, since more than half of all conversions come into results. Considering going from web-centered to app-
existence on the smartphone. For a long time, the smart centered could be a good solution, too.◊
device has been seen mainly as an information medium,
since electronic shopping was initially taking place on By Daniela La Marca
the desktop. But times have changed.
14 Asian eMarketing - June 2016: Mobile Marketing & Advertising: Site development & Apps, Business Strategies & Trends
14
