As consumers increasingly use mobile devices for website visits and brand interactions, customized mobile ad content and emerging mobile technologies present a big opportunity for improved ROI, according to Adobe's 2013 Mobile Consumer Survey.
Smartphones Still the Primary Mobile Device, but Tablets Catching Up
Consumers are using their smartphones and tablet devices to connect with brands in various way, the report says. At 77 percent, smartphones still represent the lion's share in the overall mobile device market. However, tablets are gaining ground, as their market share nearly doubled from last year to 23 percent this year.
In addition, tablet users are more likely to place orders of higher values. Seventy-one percent of iPad users and 65 percent of Android tablet users reported spending more than $250 on consumer products via mobile devices this year, compared to 59 percent of iPhone users and 53 percent of Android Smartphone users.
It's Time to Optimize Mobile Ad Content
Since mobile consumers exhibit high intent when searching for products or services, it's time for brands to use tools to target and optimize mobile-specific offers, according to Adobe's findings.
Nearly three out of five respondents said that advertisers were providing mobile-optimized experiences when they clicked through ads on mobile websites, and 68 percent on mobile apps. Nevertheless, nearly 40 percent of respondents reported they landed on mobile web pages that were hard to read or view.
Adobe's report also points out that personalization is becoming an important consideration for mobile consumers. Among consumers who spent over $500, more than four out of five said that mobile ads were personalized to their interest, compared to 75 percent of those who spent under $500.
Meanwhile, 58 percent of the former considered the personalized experience they received via mobile valuable, 5 percent more than the latter.
Emerging Mobile Technologies Like QR Codes and AR Gain Importance
QR codes enable brands to provide product information, as well as coupons and special offers. Companies should take advantage of the ability to dynamically personalize the brand experience for their target audience, the report says. In fact, four out of five respondents who scanned QR codes said they were presented with a mobile-optimized experience.
In addition to QR codes, Adobe highlights consumers "check-in" services, as they represent an opportunity for local-based personalization. Almost 30 percent of respondents have checked in via a location service on mobile, and said they have received an incentive to check in.
Brands also need to pay attention to emerging mobile technologies like mobile wallets and augmented reality (AR). Although a mere 14 percent of the consumers surveyed have used AR, close to half of them indicated that it could be useful in helping to locate a product or service. Likewise, only 18 percent of respondents have used a mobile wallet, but 83 percent of them said it was easier than credit card.
The report indicates that consumers who are the earliest adopters of emerging technologies are also big spenders. Twenty-one percent of QR users spent over $500 via mobile in the past 12 months, compared to 11 percent of non-QR code users. Similarly, 31 percent of consumers who used mobile wallets spent more than $500, twenty percent more than those who did not use mobile wallets.
Other key findings in Adobe's report include:
Adobe surveyed more than 3,075 mobile users across the United States, United Kingdom, Canada, France and Germany. 53 percent of respondents were male. Get a full version of this report from Adobe.
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Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
March 19, 2014