Mobile Taking Larger Slice of Shopping Pie

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In a new study from Marin Software data shows that mobile devices are now creating more conversions than ever before. According to the study, smartphones and tablets now account for about one-third of conversions on Google (30 percent) and Facebook (35 percent).

Additionally, the data shows mobile devices are pushing more interaction from shoppers in-store, from conducting product research to downloading coupons, mobile devices and mobile applications are an increasingly important part of shopping. Mobile application developers can show you how to integrate these items into your iPhone or Android applications.

Several other interesting bits of data were found in their report, including that mobile ad conversions increased 16 percent quarter to quarter. When it comes to usage on a popular search engine like Google, mobile devices accounted for 31 percent of paid search impressions (Q3 2014) and accounted for 38 percent of the search clicks. On the social side we see mobile devices and mobile applications taking just as important of a role, with one-third of Facebook’s ad conversions taking place via mobile and mobile accounting for 63 percent of their ad clicks.

“While smartphones and tablets are being used more and more by consumers to complete purchases,” states Kimber Johnson, Managing Director, Pacific App Design. “Their real power right now exists prior to the purchase. Smartphones are in an amazing position to be able to drive purchasing as they are so important to the research and discovery process of many shoppers. Savvy businesses are preparing their mobile applications and web sites to fulfill their customers needs and shopping activities.”

In new research from Nelson it showed the most common non-purchasing activity of those surveyed, among smartphone shoppers, was using a store locator (70 percent). Close behind was checking prices at 56 percent and researching items at 54 percent. About 40 percent read reviews, 20 percent used social media to comment on a purchase and 9 percent wrote a review of a purchase.

An interesting item of note from the Nelson research was that when it comes to tablets, each of the activities was performed at least half of the time at home (many of the the  activities were performed over 80 percent of the time), clearly mobile mobile devices aren’t just for those ‘on-the-go’. Clearly tablets are not being being used for showrooming like smartphones are and mobile applications for them should reflect the usage patterns of consumers.

Get The Most From Your Mobile Audience

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The modern mobile user is sophisticated when it comes to advertising.

The modern mobile application and mobile web user does not respond well to marketing efforts that are forced upon them. In a recent study,  AdVid details that 95 percent of the mobile users that they surveyed stated they are annoyed to receive messages from senders they haven’t given permission. It is best to ask for a users’ permission to deliver relevant marketing messages and then not abuse it.

An excellent way to get users to give you permission to market to them is to create incentives. iPhone application developers can help you create mobile programs that reward customers for being open to ads and other messaging on their devices are more likely to be participated in. Develop ways you can reward users who are willing to your receive your marketing efforts.

Understanding your users is easier than ever.

You have the technology to understand what your users are looking at and want, so improve your mobile marketing to fit their wants. Don’t waste time and money creating and delivering marketing that doesn’t speak to your users. Personalize the experience and you will get the best response. Marketing that doesn’t speak to your users will be opted out of or ignored.

Build integrated digital experiences that have consistent messaging.

Successful mobile app creation is aligned with your existing branding and can bring tremendous value to your customers. Effective mobile programs enhance your overall marketing campaign. But remember that key with mobile advertising programs is that you can use analytic data from app use to improve your marketing message and overall marketing response. In doing this you will also be developing marketing that speaks to your customer’s interests within your consistent brand messaging.

Strong Growth For Mobile App Market Predicted

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According to a new report from Strategy Analytics, the mobile application and mobile application development market can look forward to big growth over the next four years. The firm predicts strong growth from $21.4 Billion in 2013 to $60 Billion in 2018.

“In terms of downloads,” David MacQueen, Executive Director, Apps and Media Research states, “Google Play overtook Apple App Store in 2012, but iOS remains ahead in terms of revenue. We anticipate that Google Play will finally overtake the Apple App Store in terms of revenues in 2016.”

When we look at the different platforms, “Apple’s App Store and Google Play will continue to be the dominant distribution channels, but Windows Phone Store and Amazon Appstore are showing strong growth in the battle for third place,” a report summary reads.

While Android and iOS will continue to dominate, Windows Phone appears to be the operating system on the rise as IDC’s Worldwide Quarterly Mobile Phone Tracker forecasts growth in Windows Phone’s global market share from 3.9% this year to 7% in 2018.

“We have seen a definite uptick in the number of companies asking us to build apps for the Windows Mobile platform,” states Kimber Johnson, Managing Director, Pacific App Design, “While it definitely has been a two platform race the past couple years, the growth Windows Mobile is making is translating into more brands asking us to build apps for the platform.”

Smartphone Shipments At Record New Level

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Based on figures from a new report from IDC, the global smartphone market pushed to new heights last quarter. In the 2nd quarter of this 2014, over 300 million units were shipped for the first time ever. This sets a new record for number of smartphones shipped in a quarter, according to IDC.

More precisely, smartphone manufacturers shipped a total of 301.3 million smartphones worldwide in the 2nd quarter of 2014, this number is up 25 percent over the number of units shipped in the 2nd quarter of 2013. “Android has been reaping huge gains within emerging markets,” says Ramon Llamas, Research Manager with IDC’s Mobile Phone team.

Of particular note to businesses interested in mobile application development for their business, Android and iOS saw their combined market share swell to 96 percent for the quarter, continuing to squeeze out all competitors.

“We are seeing fewer businesses choosing to create applications for platforms other than Android and iOS,” states Kimber Johnson, Managing Director of Pacific App Design. “In their place, we have been seeing a growing number of requests involving integrating Android and iOS applications with external devices such as sensors or appliances and expanding the uses of these two operating systems.”

2 Billion Smartphones Predicted to Ship in 2018

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New predictions from ABI Research forecast that smartphone shipments will reach 1.25 billion before 2014’s end.

Even more exciting that that is the accelerated growth they forecast over the upcoming 4 years. They predict a compound annual growth rate of global smartphone shipments over the period of 12% leading to smartphone shipments in 2018 of 2 Billion units.

“While smartphone growth is beginning to fall, plenty of growth remains, with smartphone penetration of mobile subscribers under 30% worldwide,” states Nick Spencer, ABI Research.

As the device market continues to expand, mobile application markets continue to show exceptional growth as well. Gartner states in-app purchases are growing at a phenomenal 27.83% compound annual growth rate and predicts paid mobile application downloads will grow at a compound annual growth rate of 14.22% through 2017. Mobile application development is certainly going to be a key component of most businesses’ marketing strategy.

Wearable technology is set to enhance the mobile environment even further.

“When wearable technology reaches a point where it can be integrated into everyday life, companies who take advantage of its ability to interact effortless with consumers will benefit by being prepared to meet customers needs,” says Kimber Johnson, Managing Director of Pacific App Design.