Latest Podcast



Featured 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

Opinion Articles

How AI technology is transforming the smartphone experience

How AI technology is transforming the smartphone experience

From improved performance to personalized recommendations, AI is enhancing the functionality and usability of smartphones for users

By incorporating advanced algorithms and machine learning capabilities, AI can help to optimize a smartphone's performance, providing users with a faster, more efficient and user-friendly experience.
Author: The Fonecast
0 Comments
Article rating: No rating
Whatever happened to all my tech?

Whatever happened to all my tech?

Mark Bridge revisits his mobile technology reviews

Mark Bridge writes:

I've been taking a look back at the devices I've written about during the past few years. Some are still faithful companions, others... well, let's just say my faith was misplaced.
Author: The Fonecast
0 Comments
Article rating: No rating

Predictions for 2016: Network Function Virtualisation, 4G throttling and video calling

Mark Windle, head of marketing at OpenCloud, predicts that this year’s reduction in the number of traditional telecoms operators in some countries will provide an opportunity for other operators to innovate and capture market share in 2016.

He says next year will be a year of rapid change for telecoms… whether it’s MVNO disruption, competitive tariff pricing or simply defence from the ‘dark art’ of hacking.

Author: The Fonecast
0 Comments
Article rating: No rating
Kapture review: the audio-recording wristband

Kapture review: the audio-recording wristband

A 'recording watch' that links to your smartphone

Mark Bridge writes:

The most memorable moments in life often go unrecorded. You don't have your camera in your hands. Your finger is still hovering over the 'pause' button on your audio recorder. Or you were simply too busy experiencing whatever was happening. It's all about the one that got away.

That's where Kapture can help.

Author: The Fonecast
4 Comments
Article rating: 4.0
Making mobile websites work better

Making mobile websites work better

Device detection and responsive design explained

Mark Bridge writes:

James Rosewell shows me a colourful roll of paper that's the width of an iPhone but well over three metres long. When I look closer, I can see it's a printed copy of the Wall Street Journal's mobile website. That's a lot of scrolling to do... and a pretty unfriendly user experience for anyone reading the news online. Why does it work so badly?

Author: The Fonecast
1 Comments
Article rating: 4.0
RSS
123456789Last

Recent Podcasts

Mobile World Congress, manufacturers, mergers and much more

Podcast - 5th March 2014

This week's programme begins with some of the biggest news stories that came out of Mobile World Congress.

Iain, James and Mark then move on to the other headlines from the past few days, including Boeing's secret agent smartphone, Apple's plans for mobile in-car entertainment, a new structure for Telefonica and new technology for mobile payments.

Author: The Fonecast
0 Comments
Article rating: No rating

Voice-enabled mCommerce with Tony Ballardie of Capito Systems

Podcast - 28th February 2014

London-based Capito Systems won a place on this year's Smart UK Project shortlist, guaranteeing them entry to Mobile World Congress 2014. And when they arrived, they won the international Barca Starta competition as well.

In this podcast we talk to CEO Tony Ballardie about the company’s 'natural language' voice control, which can be integrated into almost any mCommerce application... from gambling to ticket purchases.

Author: The Fonecast
0 Comments
Article rating: No rating

Dr Kevin Curran talks about the future of mobile technology

Podcast - 27th February 2014

Dr Kevin Curran, Reader in Computer Science at the University of Ulster, joined us during Mobile World Congress to offer his well-informed opinion about trends in mobile technology.

We talked about a wide range of topics, including battery life, disposable tablets, wearables, m-health, 4G fragmentation, connected furniture, M2M security, the rise of video and the IEEE.

Author: The Fonecast
0 Comments
Article rating: No rating

Mobile World Congress 2014: an introduction

Podcast - 25th February 2014

James Rosewell and Mark Bridge report from Mobile World Congress 2014 in Barcelona.

In this podcast they talk about all the major mobile manufacturer announcements, including Nokia's new Android-based phones and Sony's newest high-spec devices.

Author: The Fonecast
0 Comments
Article rating: No rating

James Corden at the Global Mobile Awards

Podcast - 25th February 2014

One of the highlights of Mobile World Congress is the Global Mobile Awards - and this year the event was hosted by James Corden: actor, comedian, TV presenter and one-time promoter of Windows Phone.

Here's how he introduced the ceremony, with jokes about Facebook, BlackBerry, Steve Jobs and the gestures required to control an iPhone.

Author: The Fonecast
0 Comments
Article rating: No rating
RSS
First678911131415Last

Follow thefonecast.com

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

Archive Calendar

«June 2024»
MonTueWedThuFriSatSun
272829303112
3456789
10111213141516
17181920212223
24252627282930
1234567

Archive

Terms Of Use | Privacy Statement