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Industry updates on key mobile trends 5 25 12

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Cristina Lucero
Cristina Lucero

The document summarizes recent mobile trends from studies and reports. 29% of smartphone users search for deals on their devices monthly, with 72% interested in coupon apps. Mobile web browsing accounts for 20% of total US traffic, with smartphones at 14.6% and tablets at 5.6%. A report found retailers see higher average order values and conversion rates from tablets compared to smartphones or desktop. Retailers are increasingly using mobile strategies like QR codes, paid search ads, and location-based marketing.

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INDUSTRY UPDATES ON KEY MOBILE TRENDS WEEK ENDING 5/25/2012
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 5/25/2012  Mobile Trends o A new study from CouponCabin.com reports that 29 percent of smartphone owners search for deals on their devices at least once a month. Of the mobile coupon users, 72 percent say that they are interested in using an app to find deals specifically. Additional findings include: ─ Twenty-four percent are interested in using mobile for either free product samples or trials. ─ 34 percent of are interested in finding online coupon codes via their handsets. ─ 29 percent are interested in using printable coupons from their mobile devices. o Mobile Web browsing continues to take off, with smartphones and tablets accounting for 20 percent of Web traffic in the U.S. and Canada, according to a new report from ad network, Chitika. Key findings include: ─ Smartphones account for 14.6 percent and tablets accounting for 5.6 percent. ─ Windows Phone now accounts for a third as much traffic as BlackBerry devices. Undoubtedly its market share is far less than that, but its more powerful browser and larger screen likely make it more conducive to Web surfing. © Performics. Proprietary and Confidential. 2
TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 5/25/2012  Mobile Trends (cont.) o A new report from Shop.org and Forrester Research reports that many retailers are beginning to see key differences between smartphone and tablet shoppers. Report highlights include: ─ 49 percent of retailers report that the average order value via a tablet device is now higher than desktop. • The average order value of consumers shopping via tablet device is approximately $160 compared with $134 for those making a purchase via a smartphone. ─ The site conversion rate for smartphones is one percent vs. 2.4 percent for tablets. • As a percentage of retailers’ total Web sales in 2011, tablet sales were 3.2 percent and smartphone sales were 1.5 percent. ─ 75 percent of retailers say they use QR codes for in-store mobile marketing, 55 percent use smartphone paid search campaigns, 41 percent use mobile display ad campaigns, 39 percent use tablet paid search campaigns, 27 percent use other location based marketing, 25 percent use check-in campaigns, 23 percent use SMS, 20 percent use tablet display ads and 18 percent use identifying device IDs. © Performics. Proprietary and Confidential. 3

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Industry updates on key mobile trends 5 25 12

  • 1. INDUSTRY UPDATES ON KEY MOBILE TRENDS WEEK ENDING 5/25/2012
  • 2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 5/25/2012  Mobile Trends o A new study from CouponCabin.com reports that 29 percent of smartphone owners search for deals on their devices at least once a month. Of the mobile coupon users, 72 percent say that they are interested in using an app to find deals specifically. Additional findings include: ─ Twenty-four percent are interested in using mobile for either free product samples or trials. ─ 34 percent of are interested in finding online coupon codes via their handsets. ─ 29 percent are interested in using printable coupons from their mobile devices. o Mobile Web browsing continues to take off, with smartphones and tablets accounting for 20 percent of Web traffic in the U.S. and Canada, according to a new report from ad network, Chitika. Key findings include: ─ Smartphones account for 14.6 percent and tablets accounting for 5.6 percent. ─ Windows Phone now accounts for a third as much traffic as BlackBerry devices. Undoubtedly its market share is far less than that, but its more powerful browser and larger screen likely make it more conducive to Web surfing. © Performics. Proprietary and Confidential. 2
  • 3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 5/25/2012  Mobile Trends (cont.) o A new report from Shop.org and Forrester Research reports that many retailers are beginning to see key differences between smartphone and tablet shoppers. Report highlights include: ─ 49 percent of retailers report that the average order value via a tablet device is now higher than desktop. • The average order value of consumers shopping via tablet device is approximately $160 compared with $134 for those making a purchase via a smartphone. ─ The site conversion rate for smartphones is one percent vs. 2.4 percent for tablets. • As a percentage of retailers’ total Web sales in 2011, tablet sales were 3.2 percent and smartphone sales were 1.5 percent. ─ 75 percent of retailers say they use QR codes for in-store mobile marketing, 55 percent use smartphone paid search campaigns, 41 percent use mobile display ad campaigns, 39 percent use tablet paid search campaigns, 27 percent use other location based marketing, 25 percent use check-in campaigns, 23 percent use SMS, 20 percent use tablet display ads and 18 percent use identifying device IDs. © Performics. Proprietary and Confidential. 3