Well now: Mobile usage is even bigger than you think

Study: Time spent on smartphones has double in just the past three years

We laughingly say we’re addicted to our phones and joke about finger injuries caused by too much texting.

But do you know exactly how much you use your phone? Do you know how much we all do?

It’s become a shockingly dominant pastime. In fact, Millennials spend more time on mobile than they do watching live TV, and TV’s big advantage among adults 35-49 is shrinking.

That’s according to a new report from comScore, which examines cross-platform media consumption.

It finds that smartphone usage has not simply grown over the past three years. It’s actually doubled.

In that same period, tablet usage is up 26 percent, while desktop usage is down 8 percent.

Interestingly, time with smartphones doesn’t seem to be replacing desktop – it’s not shrinking fast enough to draw that conclusion. Instead, smartphones offer people additional time on the internet when they wouldn’t have otherwise been going online, such as when they’re out of the house or watching television.

The study found the average person spends two hours and 51 minutes a day on mobile. Per month, that translates into more than a trillion minutes of smartphone usage across America.

ComScore notes that’s roughly double the usage for desktop at its peak.

Mobile now accounts for 70 percent of all digital media time. It’s little wonder, then, that advertisers are rapidly moving their dollars to mobile. They need to be where the eyeballs are.

A recent forecast from ZenithOptimedia predicted that worldwide mobile spending will top desktop for the first time this year, and eMarketer puts mobile at nearly one-fifth of overall U.S. ad dollars.

Catching up to TV
Among young people, mobile has already caught up to TV in time spent. Millennials spend 23.1 hours per week on their smartphones, compared with 19.1 hours watching live TV.

By contrast, adults 35-54 remain more devoted to live TV (26.6 hours) than their phones (18.5 hours), but the gap is getting smaller.

This is, in part, why digital overtook TV as the No. 1 advertising medium last year. Advertisers want to reach young people, and the place to find them is now online rather than via TV.

Mobile vs. desktop
Perhaps another question is how long until desktop disappears entirely—will that ever happen? ComScore notes almost one in eight internet users currently are mobile-only. The number’s much higher among younger users, with nearly a quarter of women 18-24 mobile-only.

Does that mean desktop will someday die out? Probably not entirely. Desktops remain practical options for work, and some people simply don’t have the desire to be connected 24-7.

Still, that number is clearly dwindling—and the people who do use desktop are of less interest to advertisers than the Millennials who are chained to their smartphones.

Source: medialifemagazine.com; 23 March 2017

WeChat leads China’s mobile messaging market

Mobile messaging service WeChat is by far the No. 1 chat app for users in China, according to eMarketer’s latest forecast of worldwide mobile messaging users.

This year, more than 494 million people in China are expected to use the app at least once per month, with 84.5% of all mobile phone messaging app users in the country on the platform.

WeChat’s dominance in a market that effectively skipped email and went straight to instant messaging creates huge opportunity for marketers. eMarketer estimates that more than 585 million individuals in China will use a mobile messaging app this year—equivalent to 75.8% of all internet users.

WeChat, known as Weixin in China, was created by Chinese tech giant Tencent in 2011 and expanded overseas the following year. The app has since grown in scope and has transformed the way users in China live their day-to-day lives. Aside from sending messages, users can order food, transfer money and book airline tickets on the app. In addition, WeChat also functions as a social media platform, where users can post pictures, videos and articles.

Unsurprisingly, smartphone users are often WeChat users. eMarketer expects 79.1% of smartphone users in China to use WeChat this year.

“WeChat is by far the most advanced mobile messaging app worldwide in terms of its functionality and the services it offers users and businesses,” said Cathy Boyle, eMarketer’s principal analyst of mobile. “Where the app falls short is in its global reach. However, for businesses interested in marketing products and services in China—and increasingly to Chinese people living or traveling abroad—WeChat is the best messaging app to use.”

Source: marketing-interactive.com; 12 July 2017

The tablet market just keeps on falling

It seems safe to say that tablet sales have peaked.

According to the latest preliminary figures from research firm IDC, the global tablet market shipped 36.2 million units in the first quarter of 2017, a decline of 8.5% year-over-year. As this chart from Statista shows, that is the lowest total since the third quarter of 2012, and the tenth straight quarter of declining growth.

As IDC notes, the drop here is coming from traditional “slate” tablets, like the standard iPad. Those appear to have dipped for a number of reasons — the rise of big-screen smartphones, the rise of “convertible” touchscreen laptops, samey designs, certain tablets being good and/or not-used-enough to require regular upgrading, and so on.

On the other side are “detachable” tablets, like the iPad Pro or Microsoft’s Surface Pro, which come with a keyboard. Those are growing with each passing quarter, but they tend to be pricey. We’ll soon see if the launch of Apple’s more affordable iPad affects things, but for now, the tablet seems to have settled into a spot of influencing the PC more than supplanting it entirely.

Tablet

Source: businessinsider.my; 9 May 2017

Why mobile video is massive and other lessons from Mobile World Congress 2017

Forget 5G, connected cars, virtual reality and waterproof phones; the most important trend at Mobile World Congress was mobile video.

How do we know? Look at the keynote speakers: the top dogs from Turner, Vice, Netflix and Discovery were all in town.

On other stages numerous TV networks, media and social media companies, as well as the biggest brands, e.g. Shell, Red Bull and Lufthansa, were talking up mobile video.

Why are these media bosses doing keynotes in Barcelona? Partly they are looking for new distribution networks for their own video content, such as Netflix. But mostly they are wooing brands to the lucrative branded/sponsored video market.

If video is the new mobile (Facebook CEO Zuckerberg told shareholders in February 2017 that the company was going “video-first” because “video is a megatrend on the same order as mobile”), then mobile video is the giant honeypot.

And publishers, broadcasters, social media, content creators and creative/digital agencies are swarming all over it.

…The highlight of Shell’s multi-platform #makethefuture campaign is a music video entitled ‘Best Day of My Life’ that showcases six artists and six alternative energy ideas from young innovators, which has racked up 48 million views on YouTube in five months.

If branded content can achieve stats like that, it’s no wonder brands are falling in love with video.

Click here for full article

Source: clickz.com, 15 Mar 2017

Find Out How You Stack Up to New Industry Benchmarks for Mobile Page Speed

Consumers are more demanding than ever before. And marketers who are able to deliver fast, frictionless experiences will reap the benefits. Global Product Lead Daniel An set out to help marketers better understand how various industry sectors are performing when it comes to mobile page speed.

The average time it takes to fully load a mobile landing page is 22 seconds, according to a new analysis. Yet 53% of mobile site visitors leave a page that takes longer than three seconds to load. That’s a big problem.

It’s no secret that shoppers expect a fast mobile experience. If there’s too much friction, they’ll abandon their cart and move on. Today, it’s critical that marketers design fast web experiences across all industry sectors. Consumers want to quickly pay bills on finance sites, get rapid results when they’re browsing vacation reviews, and view an article immediately when they click through.

Despite the fact that more than half of overall web traffic comes from mobile, our data shows that mobile conversion rates are lower than desktop. In short, speed equals revenue.

Click here for the full report

Source: thinkwithgoogle.com, Feb 2017

Dynamic emails lead to 18pc higher click rates on mobile: report

While standard email campaigns have become stale, kinetic email marketing optimized for mobile devices and with interactive elements can enhance click rates by almost 20 percent, according to a new report from Experian.

The report looked at the difference between static emails and more kinetic, interactive email marketing to gauge how much more effective the latter is than the former. The data found that kinetic emails performed significantly better than static in terms click rates and engagements from consumers.

“Kinetic email opens up a new approach to how we interact with our mobile inbox, and it is starting to show some real results,” said Yara Lutz, senior vice president of client success for Experian Cross-Channel Marketing. “It’s best to roll out simple techniques to start, in order to introduce the experience and continue to build upon it throughout your program.”

Kinetic email

In the modern age, even as consumers are becoming more and more reliant on mobile devices and remaining connected to their digital lives at all times, email marketing has slowly fallen by the wayside compared to social media advertising and native advertising.

Where once email marketing served as one of the best ways to connect with customers on a digital level, it now is often overlooked as a marketing opportunity in favour of other strategies.

Part of this has to do with the static nature of emails. Most emails come in plain text or HTML format, with occasional images and links.

But this is not the only way email marketing has to be. Many brands should be more aware of the possibilities of kinetic email, or email that is more dynamic and interactive.

Some brands have already taken advantage of this strategy, adding interactive elements that play best on mobile devices and mimic app-like behaviour.

Experian took a look at the data behind kinetic email to get a better handle on how much it affects customer engagement.

The data unsurprisingly showed that kinetic email had significantly better returns on engagement than static email.

Kinetic emails had an 18 percent higher click rate and a 10 percent higher open rate than standard email marketing messages.

Additionally, average revenue-per-email increased 8 cents from 6 cents in the previous quarter for brands that began using kinetic emails.

Dynamic and interactive

This strategy of offering kinetic emails with dynamic, interactive content is especially well suited to mobile devices.

While brands have long been able to format emails to look good on mobile, it is only now through kinetic email that they are beginning to take full advantage of what mobile can do for email marketing.

This is important given that 56 percent of total email opens in Q4 of 2016 were on mobile devices.

Some of the brands who have taken full advantage of the powers of kinetic email include Sephora, which used a dynamic email quiz, optimized for use on mobile devices, to recommend products to its customers.

Elsewhere, Vivino saw an increase in app opens thanks to an AI-based email campaign that automatically generated dynamic newsletters.

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Vivino saw app opens rise after a kinetic email campaign

These campaigns show the data Experian mined in practice, exemplifying how dynamic and interactive emails optimized for the mobile device can have a positive impact on email marketing.

“Email has been going through an evolution for several years now, as mobile has become a dominant force within the space,” Ms. Lutz said. “We’ve already seen a shift in how marketers approach all types of campaigns and cater to the possibilities that mobile can provide.

“What started with designers optimizing campaigns to be responsive and updating content to be geared toward the mobile open, has advanced into new opportunities where users can interact with their emails mimicking an in-app experience. As devices become smarter, we can only expect the same with email as we tag along for the ride.”

Source: luxurydaily.com, 14 Mar 2017

Return on mobile: Capturing the value beneath the surface

Mobile ROI is more than a cool app

Mobile has become pervasive in society, accounting for an ever-increasing number of both personal and commercial interactions. Yet, even for its meteoric growth – there are now more mobile devices in the world than people – the vast potential of mobile is mostly untapped. While the benefits of mobile are indisputable, organizations still struggle with capturing its full value. And even the most successful endeavors fall short of established goals more than half the time. However, by strategically aligning initiatives, securing C-suite support, managing certain components of the mobile portfolio internally and striking a balance between commercial-off-the-shelf (COTS) and custom applications, organizations can learn to tap into the vast unrealized value of mobile.

Executive summary

The return on investment (ROI) for mobile currently accounts for only a fraction of what is possible. Like an iceberg—the small, visible tip hiding a veritable mountain of ice below the waterline—mobile has as its potential untold millions of dollars of untapped value. Today, some progressive mobile organizations are beginning to recognize the opportunities available and are moving aggressively to launch new platforms, products and services to take advantage. However, even the most insightful companies often develop and release mobile offerings on an ad-hoc basis, instead of as part of highly coordinated strategic initiatives designed to foster consistent, long-term customer value and business growth.

This executive report, based on surveys of more than 1,000 Global C-suite and mobile executives from 18 industries, will explore the vast opportunities hidden from view—the mountain of the iceberg beneath the surface. Further, we will show how different groups of organizations—Growers, Opportunists and Experimenters—approach ROI. Finally, we will use the best practices of the most successful organizations in our study, as well as insights gained from analysis of responses to questions in our interviews, to provide a path forward for those organizations wishing to explore new opportunities for greater ROI on mobile.

Click here for the full report

Source: IBM Institute for Business Value; July 2016

How online video helps consumers in the I-want-to-do moment

We no longer go online; we live online. This change has fragmented the consumer decision journey into hundreds of real-time, intent-driven micro-moments. Being constantly connected has increased expectations for immediacy and relevance for consumers. More than ever before, brands have the opportunity to earn loyalty by delivering relevant content to win people over—one micro-moment at a time.

One such moment is the ‘I-want-to-do’ moment, when people need help to get something done. Ten years ago, if you wanted to know how to set up a new printer, bake perfect cookies, learn how to play the violin, or unclog a sink, you might have reached for a manual, combed through a giant recipe book, attended a class, or called your mom and dad for help. These days, you’re far more likely to pick up your smartphone to search for helpful content.

Asia turns to video on smartphones during I-want-to-do moments

Storytellers across the ages have advised showing rather than telling and one of the most powerful ways to show is with video. It should come as no surprise, then, that there are more than 135 million ‘how-to’ videos on YouTube worldwide.

Click here for the full document

Source: digitalmarket.asia / Google APAC; 04 Aug 2015