SUMMARY: Zuck says that Apple is emerging as a huge competitor while Tim Cook blames Facebook for sparking the violence in right-wing hate groups. The gloves are coming off.
CPC was up 27% YoY, and did not see the typical decline from Q4 into Q1. In fact, in a lot of cases, CPC has increased since the 2016 holiday season. As expected, [inlinetweet prefix=”” tweeter=”” suffix=””]much of the overall increase can be attributed to more aggressive competition on mobile[/inlinetweet]. More surprising is the CPC increase that is coming from desktop, especially as both impressions and clicks on desktop devices are decreasing.
Native apps command about 86 percent of U.S. consumers’ mobile time, or about six times more than the mobile web does, according to a mobile analytics report by Flurry. But what exactly is mobile and do people use mobile devices, tablets and Smartphones, the same way? From preliminary research the answer to that question would be “no”.
While mobile accounts for 15% of site traffic, ShopVisible’s retail data shows that only 4% of orders are placed from these devices. This supports the notion that mobile users are looking for an easy experience when visiting a site from their device; however, even though they are increasingly browsing from these devices, they still tend to transact more in a traditional web experience. Mobile users do behave differently, even on sites that are optimized, and conversion will likely always be lower than desktop or tablet traffic; however, when mobile users do purchase, the Average Order Value stays consistent with that of an order placed via Desktop.