the 'go mobile' statbook summer 2013

Summer 2013 Edition

The ‘Go Mobile’ Statbook

A quarterly update on all the stats and facts you need to know about the mobile industry

0207 418 0290www.TheAppGarden.co.uk

http://www.TheAppGarden.co.uk/

http://www.theappgarden.co.uk/

How can your business take advantage of the mobile revolution? This simple six step guide

explains how…

6. Your Next Steps

Contents

3. Tablet Consumer Behaviour

1. The Mobile Industry Today

2. Smartphone Consumer Behaviour

4. Mobile App Behaviour

5. Mobile Website Behaviour

1 The Mobile Industry Today

In ten months the number of 16-64 year olds who own a smartphone in the UK has grown from 58% to 72%.

Consumers are becoming increasingly dependent on their

mobile devices to help them with everyday questions and

activities.

72% UK smartphone penetration (aged 16-64)

Over £15 billion

in-store UK retail sales are Influenced by mobile activities


££

96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices.

96%

of consumers say they have encountered sites clearly

not designed for mobile

devices


90% of the world’s population

have a mobile subscription

£500 million spent on mobile advertising in 2012 in the UK

£££

££

££££

Convenience lies at the heart of mobile usage. Business need

to ensure they are executing their offering through all mobile

devices.

Business should also address the functionality of mobile devices, to offer an enhanced customer

experience.


TIP Use your mobile devices to test

the customer experience. Are you making it easy for consumers to buy?

Smartphone ownership in the UK is dramatically rising and

about to grow beyond PC/laptop ownership.

The purchasing path online is still fragmented, with consumers moving from one

device to another to complete activity. Smartphones are vital as they are most often at the

start of this path.

2 Smartphone Consumer Behaviour


89% of 18-24 yr

olds in the UK

own a smartphone

41%

start research on on device…

…often moving to another to complete


1 in 3 reach for their

smartphone when they look for information

66% have their

phones with them

24/7

50%Buy goods on smartphones


There are a wide range of smartphones available in the

UK, however the market is dominated by two mobile

operating systems;iOS and Android.

Are you serving both key operating systems?

TIP Make sure your mobile

optimised website and mobile app serves both iOS and Android.

3 Tablet Consumer Behaviour

Popular activities on tablets include media consumption, shopping and productivity.

Businesses have an opportunity provide a unique

and enriched tablet experience based on popular activities.

Tablet ownership is increasing faster than the rise of the

smartphone.The difference in behaviour on

tablets is also bringing a massive shift in marketing.

3 Tablet Consumer Behaviour

Check out your competitor’s websites and whether they have an app. How do you compare?

Tablet users spend 50% more

than PC users

70% more page views per visit on a tablet than a smartphone

50% more spent per purchase on a tablet than a

smartphone

2 Smartphone Consumer Behaviour3 Tablet Consumer Behaviour

£

££

£

£

£

Mobile visitors are

3x more likely to make a purchase on a

tablet than a smartphone

2 Smartphone Consumer Behaviour3 Tablet Consumer Behaviour

Consider how your customers are interacting with your website or

mobile apps on their tablets.

Are you providing a different experience to other mobile devices

and PC?

TIP Use high definition

images and embed videos into your tablet customer experience.

Mobile apps can be used both internally within your business to drive process efficiency, and externally to engage with your

customers.

2 Smartphone Consumer Behaviour4 Mobile App Behaviour

Consider how your business and your customers could

benefit from interacting with content in a mobile app

wherever they are.


25% of consumers have downloaded apps for shopping or purchasing goods in the last year

68% of consumers only downloaded free apps


44% would use more apps to help with everyday activities such as communication, entertainment and shopping

1/3 of mobile apps revenue will be generated

by advertising by 2014


Often many apps are downloaded to consumers

phones, however the average number of apps opened each

day is 7.8 apps.A successful app provides a valuable service or function

which is not available online or offline.

TIP Try ‘blue-sky thinking’ with an

app developer, you will be surprised what an app can do.

4 Mobile App Behaviour5 Mobile Website Behaviour

Businesses are seeing a dramatic rise in the amount of

online traffic coming from mobile devices.

97% of purchasing decisions start on the internet. It is therefore vital that your

products and services can be found on all access points to the

internet, including all mobile devices.

77% of mobile searches take place where people

have access to a PC, typically at home or work.

1/2 of Gucci.com’s website traffic comes from mobile devices

GUCCI

4 Mobile App Behaviour5 Mobile Website Behaviour

5 Mobile Website Behaviour

55% of mobile search

conversions happen within an

hour

By 2017 eMarketerTM

predicts that 25% of all online sales in the US will happen on

mobile devices

£

With so many different screen sizes to accommodate on the mobile web, businesses are

starting to use a ‘responsive’ website solution which

adapts content to display effectively for all mobile

device screen sizes.

5 Mobile Website Behaviour

TIP Speak to your web developer

about making your site responsive. Often your current site can be adapted.

6 Your Next Steps

Mobile cannot be ignored by businesses.

The soaring growth in mobile devices worldwide will continue to develop over the years to come.

The internet has already gone mobile, businesses now need to play catch up to provide a

mobile experience their customers expect.

43% rise in worldwide

smartphone sales from Q1 2012to

Q2 2013

India has

44 million smartphone users, but this

is only 4% of the entire subscriber base

6 Your Next Steps

6 Your Next Steps

Your Easy 3 Step Plan

1. Define a mobile strategy which executes your proposition on mobile.

2. Optimise your website for a great user experience on all mobile devices. *we recommend you explore responsive design

3. Explore how a mobile app can improve your marketing and internal processes.

86%of people use their

phones whilst consuming other

media

6 Your Next Steps

Take you business mobile Contact us NOW!

[email protected]

0203 418 0290

www.TheAppGarden.co.uk

81% of smartphone purchases are spontaneous

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the 'go mobile' statbook summer 2013

Technology