ComScore Inc released a study on US mobile retail usage, and the results only underscore what I’ve been telling my clients in the last few months – Mobile Matters.
You can see the full report here, on the comScore Inc’s website.
Google Analytics and the Device segment in Google AdWords reports on mobile traffic to a website, and that number is increasing for all my clients, no matter the type. Also to note, in most cases, the bounce rate is significantly higher than desktop devices and the conversion rate is lower, which are not the statistics anyone wants.
You might be thinking that I’m only talking about BtoC or ecommerce sites, but that’s not the case. More and more business people are doing initial research on companies from their smartphones – maybe while sitting in a meeting or while at the airport.
When they get to your site, what’s their experience like? In a February 2011 Harris Interactive Mobile Transactions Survey, 4 out 5 users experienced a problem on a mobile website, and 85% of users expect the mobile experience to be better or equal to using a laptop or desktop experience. How does your site stack up?
- Is your site easy to read or is the text so small that the user has to pinch, expand and scroll?
- Is the search function easy to access?
- Is your phone number clearly shown?
- Does your site load quickly (less than 5 seconds)?
- Do you have flash content on your home page that doesn’t work on certain mobile devices?
That’s just the tip of the iceberg when it comes to a mobile experience. What’s the call to action on your website (making a purchase, filling out a lead form, calling your company, downloading a PDF)? How does that translate on a mobile device – can it even be done? I’m seeing significantly lower conversion rates for my clients on mobile devices, most likely meaning that the visitor couldn’t complete the action. Experience also has larger ramifications for a company: based on research from the Harris Interactive Study, 63% of online adults surveyed said that if they experienced an issue on a mobile website, they would be less likely to buy from that same company, even through a different purchase channel. And these statistics, from Compuware “What Users Want From Mobile” are even more staggering:
- 57% of users would not recommend a business with a bad mobile site
- 40% of users have turned to a competitor’s site after a bad mobile experience
Ouch. That’s bad news for a whole lot of companies out there. From a PPC standpoint, I actually stopped advertising to mobile devices on Google AdWords and MSN adCenter for some of my clients not seeing productive results due to their mobile user experience. Can you make your mobile results shine above your competition?
Google offers a pretty good tool to test how your site looks and operates on mobile devices. They also offer mobile site best practices, as well as case studies on other companies, including some pretty impressive before/after shots.
Make 2012 the year of your mobile friendly site. Your customers and bottom line will thank you.
The Google vs Apple Clash of the Titans continues with the mobile advertising industry buzzing about the new iAd platform. Steve Jobs stated in his iAd announcement that most mobile advertising “sucks” and that “on a mobile device, search is not where it’s at, not like on a desktop.”
I have to respectfully disagree wholeheartedly to Steve’s last statement. I use my Droid smartphone WAY more than my desktop or laptop – even when I am at home and the computers are easily accessible. It’s just more convenient to have the information right there at my fingertips to be able to sift through quickly. The amount of searches I perform for local restaurants, stores, coupons, song lyrics etc. from my smartphone is staggering (admittedly, I’m probably addicted to my phone more than the average user, but still…). I truly believe that Apple has no chance in overtaking Google in any advertising arena, even Mobile.
The iAd announcement will, however, hopefully prove to the FTC that Google’s acquisition of AdMob is not the monopoly maker they thought it would be. Google seems to love healthy competition and barely even flinched when Bing.com was born – they seem to realize that there is plenty of business to go around in the paid search world.
With mobile advertising anticipated to become a HUGE revenue producer in the next few years, who can blame Apple for wanting to capitalize and take their share of the pie? Industry numbers indicate that over $400 million was spent by mobile advertisers in 2009 and analysts predict that by 2013 that number is expected to nearly QUADRUPLE! This is definitely enough projected revenue for all the key players to make their fair share of profits and make their shareholders happy.
So, like I said in my last blog post…no one knows who will win this battle OR the raging war between Google AdWords and Apple iAd, but as long as people are using their PCs and mobile devices to search the internet – Google wins.
A battle of epic proportions is brewing as Apple is anticipated to announce their mobile advertising platform (rumored to be named “iAd”) tomorrow at their April 8 iPhone OS 4.0 Event. The smartphone pioneer Apple acquired Quattro Wireless in January, 2010 for $275 million and it appears that they are ready to join Google in the mobile advertising arena, an arena that has been receiving quite a bit of federal scrutiny since Google’s purchase of AdMob for a whopping $750 million in late 2009.
After Apple bought Quattro, Google posted a Public Policy Blog welcoming Apple into the mobile ad space. Google stated that Apple’s acquisition of “Quattro Wireless is further proof that the mobile advertising space continues to be competitive. And with more investments and acquisitions in the space, including from established players like Apple and Google, that’s a sign that vigorous growth and competition will continue. That’s ultimately great for users, advertisers and publishers alike.”
Although the gesture is nice and professional, it leaves me wondering whether or not Google will be singing the same welcoming tune once Apple starts implementing their competitive mobile advertising systems. Sure, Apple buying Quattro looks good to the Feds for now, but we all REALLY know that there is only one true online advertising behemoth. Google has online advertising on lockdown – it will be interesting to see how this all plays out and to see if Apple manages to squeeze their way into the mobile advertising market and become a true player.
So, the Clash of the Titans continues between Google’s search advertising dominance and Apple’s consumer gadget/application expertise. Bottom line is this: Google becomes better and better the more we use the internet (whether leaving Yelp reviews, commenting on blog posts, tweeting, etc…) while Apple is merely helping us to use the internet more with their fancy devices. So, really it doesn’t matter who wins the Clash of the Titans – no matter what, Google wins. Even though I can already assume the outcome, I am still excited to see who will cash in most on the mobile advertising gold rush that is sure to come in the next few years.