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Make Mobile a Priority in 2014

  |  December 23, 2013   |  Comments   |  

Marketers that haven’t factored mobile into their marketing mix or digital ecosystem need to start doing this in 2014. Here's why.

Snippet of a conversation about what to do in the coming year:

“We are seeing an upswing of behavior on [insert-word-here] but these are still early days so we can look at implementing this next year.” Next thing you know agencies, communication specialists and [insert-word-here] gurus are activated on urgent notice to turn around a roll-out plan for [insert-word-here].

If you’ve been in the industry long enough you'll find this a familiar situation that has repeated itself with the Internet, email marketing, search, social media and soon, content marketing, mobile and tablets.

Marketers that haven’t factored mobile into their marketing mix or digital ecosystem need to start doing this in 2014.

Why?

In a report from IDC in November 2013, APAC is projected to have the largest market share of smartphones in the world by the end of 2013 at 52.3 percent. The next closest is Europe with a projected market share of 18 percent by the end of 2013.

Facebook’s recent earnings results further confirm that mobile is not just a trend but the norm.

  • Monthly Active Users (MAU) is at 1.189 billion.
  • 29.5 percent of MAU or 351 million are in Asia (second largest group ahead of Europe, U.S. and Canada)
  • Mobile MAU is at 874 million or 73.4 percent of MAU.
  • Daily Active Users (DAU) is at 728 million.
  • Mobile DAU is at 507 million or 69.6 percent of DAU.

facebook-results-month-active-users-2013-1(click on image to view full size)

Marin Software reports a 187 percent higher CTR (click-through rate) on mobile in Facebook and a lower CPC (cost per click) by up to 22 percent confirming that mobile users are clicking on advertising content.

What are smartphone users in China, Hong Kong, Indonesia, Korea, Malaysia, Singapore, and Taiwan doing on their devices? Here are some quick takeaways from Our Mobile Planet.

  • Over 40 percent of Indonesians who own a smartphone aged 35-44 research for home furnishing on their devices and then proceed to purchase these offline. In fact this group does the most amount of research on their smartphones for things like electronics, jewellery and clothing, beating out every other age group in China, Hong Kong, Korea, Malaysia, Singapore and Taiwan.

mobileindonesia

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  • Over 50 percent of people in China who own smartphones from 18 to 44 research clothing and apparel purchases before using their computers to buy.

mobilechinapc

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  • Over 25 percent of Malaysians who own smartphones from 18 to 44 do their leisure travel research on their devices before using their computers to buy.

mobilemalaysia

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  • Over 25 percent of people in China who own smartphone from 25-34 do research on clothing, entertainment items, cell phone services and tickets and buy these items on their devices.

mobilechina

(click on image to view full size)

The numbers and behaviors above show that mobile is becoming entrenched in Asian markets making 2014 a good year to start making mobile learning a priority.

So why not start to find out what your customers are looking for on their devices and what influences their decision to buy or not to buy from you?

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ABOUT THE AUTHOR

Jermyn Toh

Jermyn Toh started cobbling together websites in the mid 90s and went on to work with brands like adidas, Apple, Daimler, DHL, Diageo, GSK, HTC, Johnson & Johnson, Pfizer and Visa in various digital planning and marketing consultancy roles. He is currently director of Experian’s Digital Innovation Group and focuses on market development for Alchemy Social, digital strategy, and product innovation. He can be found on Twitter @jermyntoh.

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