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.
Category Archive: Mobile Marketing
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.
According to Comscore “mobile platforms are not eating into aggregate time spent on desktop, which has still grown 37 percent over this time period.” More than 3/4 of all digital users are now using both desktop and mobile platforms to access the Internet.
While most of the growth in digital media consumption over the past four years has occurred on smartphones (up 394 percent) and tablets (up 1,721 percent), these mobile platforms are not eating into aggregate time spent on desktop, which has still grown 37 percent over this time period. The digital media pie continues to get bigger and Americans engage with screens during more occasions throughout the day than ever before.
75% of all eCommerce orders are with desktops, not mobile, according to Custora. While consumers are increasingly using their mobile devices, marketers should understand the benefits of using a desktop vs. using a mobile device from a consumer standpoint.
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.
According to the 201 4 Mobile Behavior Report “marketers often think of mobile as an entire category of non-computer technology: smartphones, tablets, e-readers, and so on. Contrastingly, consumers tend to view mobile as a single device: their smartphones.”