A study released by BrightEdge has some interesting revelations about the patterns of consumer mobile traffic, as well as the impact that this usage is having on businesses. The four conclusions drawn at the end of the study are:
- Mobile traffic grew ten times faster than desktop
- Software/Tech, financial services, and real estate lead mobile traffic growth
- Tablet conversions equal that of desktop; smartphone conversions lag
- Greater smartphone conversions versus desktop conversions are driven by video content
Let’s take a look at each of these points separately.
Mobile traffic grew ten times faster than desktop:
Clearly, this signifies a great opportunity for marketers. Between the first half of 2012 and the first half of 2013, total mobile visits grew by 125% compared to desktop traffic, which only grew by 12%. Consumers are increasingly using their mobile devices to carry out a number of the same activities that they would use their desktops for. The difference, of course, is that the nature of mobile makes it possible for people to carry on these activities, regardless of where they are. If brands and marketers have still not optimized their content for mobile, its time they started doing so.
Software/Tech, financial services, and real estate lead mobile traffic growth:
While mobile is increasingly the platform of choice for consumers, a lot of it is driven by the kind of information that they are able to access, and what form they access it in. Many companies in the sectors names above have made mobile a priority and are delivering content that is tailor-made for a mobile experience. Good examples would be Microsoft and Yahoo Finance.
Tablet conversions equal that of desktop; smartphone conversions lag:
There’s a two-fold lesson in this result. One is that clearly, brands are doing something wrong when it comes to creating content for smartphones which can lead to easy conversion. The key is to keep navigation simple and preferably have only one level of call-to-action. The second lesson one can draw from this is that instead of focusing just on conversions when it comes to mobile, perhaps brands can leverage its immediacy and intimacy to work on building relationships with consumers. The way content is consumed on mobile is very different from the way it is consumed on desktops (as elaborated in the next point), and this is something that brands and marketers should take note of before creating a mobile marketing strategy.
Greater smartphone conversions versus desktop conversions are driven by video content:
It’s been said many times by experts that the content that results in maximum traffic is video. People love to consume videos, especially on mobile devices. Unlike reading text, which could involve a lot of tedious scrolling, watching a video is a one-click action. Moreover, thanks to larger display screens, watching videos on smartphones and tablets is not a strain on the eyes either. So when creating a mobile content strategy, brands and marketers should see how much of that content they can present in videos.