Latest Podcast



Featured Articles

Ofcom helps protect customers against unexpected roaming charges

Ofcom helps protect customers against unexpected roaming charges

UK service providers must notify customers when they connect to a different network

New rules from UK telecoms regulator Ofcom will protect customers when they use their mobile phone on a foreign network. In addition, customers will be alerted if they are inadvertently roaming, perhaps because they're near an international border.
Author: The Fonecast
0 Comments
Article rating: No rating

Global smartphone market is set for recovery, says new forecast

A new forecast from research specialists Canalys shows the smartphone market is set to recover next year. Worldwide shipments declined by 12% last year but that decline is expected to slow to 5% this year.
Author: The Fonecast
0 Comments
Article rating: No rating
Vodafone and Three plan to merge their UK businesses

Vodafone and Three plan to merge their UK businesses

New Hutchison/Vodafone network would be biggest UK operator

Vodafone Group plc and CK Hutchison Group Telecom Holdings Limited have agreed to combine their UK telecommunication businesses, respectively Vodafone UK and Three UK. The merger will create a large new network operator to compete with Virgin Media O2 and EE.
Author: The Fonecast
0 Comments
Article rating: No rating

UK mobile payment service Paym to close in March 2023

UK mobile payment service Paym will close on 7th March 2023. The service, which allowed users to make and receive payments using their mobile phone numbers, was launched in 2014.
Author: The Fonecast
0 Comments
Article rating: No rating
Qualcomm legal action moves forward in the UK

Qualcomm legal action moves forward in the UK

Which? seeks payout for Samsung and Apple smartphone owners

Consumer protection organisation Which? has been given permission by the UK's Competition Appeal Tribunal to represent Apple and Samsung smartphone buyers in a legal case against chip manufacturer Qualcomm.
Author: The Fonecast
0 Comments
Article rating: No rating
RSS

Opinion Articles

Friday, September 16, 2011

Only 17 per cent of advertisers have a mobile-optimised site

Google UK head of mobile advertising, Simon Morgan, considers the most significant developments in the field of m-commerce and crunches the mobile numbers.

Over the past year we've seen smartphones overtake PC sales for the first time. The number of people on the mobile web globally has doubled, reaching one billion and in the UK there are now 20 million mobile internet users. If we think of search as being a barometer of consumer interest, in just 12 months there has been a huge shift.

Loyalty and the rise of the coupon

The finance, retail, travel and entertainment industries have seen their percentage of search queries coming from mobile entering double figures. In the financial sector we are seeing 12% of all financial queries coming through mobile. There are currently one million active mobile-banking users in the UK and that number is growing rapidly. Another fast-growing trend is mobile offers, loyalty and couponing. Searches for coupons from mobile devices have grown 800% year on year.

In retail in 2010 only 4% of all queries were coming through mobile; this year it's 13%. Our research shows that 24% of consumers are using smartphones to make instore comparisons. They are also using phones to carry out on-the-spot reviews, checking-in to stores and telling friends about it.

Consumers are not just using phones to compare. They're using them throughout the buying cycle. 28% use them at the start of the purchase consideration funnel for 'inspiration' and 15% use it in the middle for 'evaluation'.

Wish you were here

Travel has seen the biggest jump from 4% last year to 14% this year. Travel as a whole lends itself to the mobile platform, so it's no surprise we're seeing these results. Our latest case study from IHG demonstrates how one travel business used mobile to its full potential and got some great learnings. Intercontinental Hotel Group (IHG) wanted to learn about its mobile user -- whether they were using apps or the mobile web. They set up two campaigns to test both. They discovered that app-users were the loyalists whereas the mobile web users (searchers) were mainly new customers. That's a trend we're seeing across the board - apps are great for branding and retention but the mobile web is great for generating new leads. IHG saw a 91% increase in mobile revenue year-on-year which is fantastic.

Angry birds and pesky pigs

Mobile phones are also a key source of entertainment as shown by the 200 million views on YouTube mobile globally in the past year. We are also becoming addicted to gaming apps. Proof is the time spent playing mobile game, Angry Birds, is the equivalent of 125 years every single day! With so many people connecting to the internet via a mobile phone, it's staggering to think that only 17% of advertisers today have a mobile-optimised site. For businesses this is the single largest barrier between them and the mobile user. With 28% of users purchasing products from their smartphones, the time is now to build your mobile destination. My advice for marketers would be: take action. It's time to stop thinking and start 'doing' mobile. Marketers need to develop a mobile strategy and integrate this into their media mix.

Crucial pointers:

Remember, every one of your desktop users is a mobile user too.
Bear in mind that 53 per cent of us are dual screening.
Build your mobile destination and connect with your users. Mobile users want it quickly and easily - it's the marketer's job to make it so.

Finally, my last words of advice are: refine and iterate with data. Whether it's in Adwords or through analytics, this is invaluable information that you can use and apply to everything from developing a strategy to building a mobile destination, to connecting with your users.

Simon Morgan will be speaking at ad:tech London 21-22 September 2011 about making the most of mobile. Register now for your free ticket or book tickets to the conference and claim 10% off using the code LASTMIN10.

Print
Author: The Fonecast
0 Comments
Rate this article:
No rating

Leave a comment

This form collects your name, email, IP address and content so that we can keep track of the comments placed on the website. For more info check our Privacy Policy and Terms Of Use where you will get more info on where, how and why we store your data.
Add comment

Recent Podcasts

Podcast - 6th June 2007

The team debate the pros and cons of regulation, review the Nokia 8600, bring you the latest news from the past 7 days, and look at some software for keeping your data safe and easy to access on your mobile.

Author: The Fonecast
0 Comments
Article rating: No rating

Podcast - 28th May 2007

The Fonecast has teamed up with Mobile News to bring you the latest news in the mobile industry, review the Motorola RAZR2 and review the best mobile software in the form of "Skill Ball Bingo" and "Best Full Screen Caller". Also the team ask "Have Vodafone and Orange killed Mobile Voice-over-IP?"

Author: The Fonecast
0 Comments
Article rating: No rating

Podcast - 22nd May 2007

This week the team debate the number of Operating Systems for mobile phones, review the Motorola MOTO Z8, bring you all the latest news headlines and even find time to review Worms 2007 and Mobile Spy.

Author: The Fonecast
0 Comments
Article rating: No rating

Podcast - 15th May 2007

The team debate the merits of the Mobile Internet, bring you mobile news from the past 7 days, review the Orange SPV M700 and Sony Ericsson P1i, plus look at X-Men Genetix and Total Recall mobile software.

Author: The Fonecast
0 Comments
Article rating: No rating

Podcast - 8th May 2007

This week the team debate consolidation in the UK mobile industry. Plus review the Goldfish X800 and BlackBerry Curve, and take a peek at America’s Cup Mobile Racer and SBSH Facade. All this plus the latest mobile news, from our mouth to your ears!

Author: The Fonecast
0 Comments
Article rating: No rating
RSS
First979899100102104105106Last

Follow thefonecast.com

Twitter @TheFonecast RSS podcast feed
Find us on Facebook Subscribe free via iTunes

Archive Calendar

«November 2024»
MonTueWedThuFriSatSun
28293031123
45678910
11121314151617
18192021222324
2526272829301
2345678

Archive

Terms Of Use | Privacy Statement