Mobiles users say, “The faster the better.”
A significant portion of Americans use mobile phones every day to navigate from one place to another, communicate with professionals and friends and make purchases from their favorite brands. With the world becoming a more digital place, marketers are looking toward different channels to reach new leads, and many are focusing on social media and mobile advertising methods.
However, a new Forrester report titled “The Purchase Path of Online Buyers In 2012” determined that fewer than 1 percent of transactions can be traced back to social links. This alarming metric proves that social media hasn’t found its niche, and marketers should carefully consider the benefits of sites like Facebook and Twitter before they funnel new resources toward those verticals. In many cases, mobile marketing is a much more successful solution, with many businesses already finding success through basic promotional practices.
According to comScore, four in every five smartphone users – 58.9 million in total – accessed retail content on their devices in July 2012. Analysis of smartphone shoppers against desktop or laptop users revealed males and females represent nearly equal proportions of retail category visitors, but females account for a higher share of time spent on e-commerce sites at 56.1 percent of minutes. Smartphone shoppers are also more likely to be younger consumers – 70.7 percent of mobile retail visitors are under the age of 45 compared to 61.1 percent of desktop users.
Businesses that want to target demographics that embrace mobile marketing and have higher spending power may want to create e-commerce jobs to develop m-commerce sites that appeal to smartphone users. In conjunction with a mobile designer and mobile developer, higher profit margins can be achieved simply.
“With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment,” comScore SVP of Mobile Mark Donovan said in a statement.
However, the mobile environment is complex, and professionals don’t always know how to adapt. Fortunately, Google released a new survey that provides insight into what smartphone users want from their mobile experiences. The primary discovery is that people expect mobile sites to load in under five seconds – the faster the better. In addition, retail site visitors have various demands from the pages they visit, with directions or operational hours (74 percent), contact information (64 percent), product information (61 percent) and ecommerce options (50 percent) high priorities among these digital consumers.