In this article, we are looking at how audiences use and interact with their smartphones and tablets to browse, access, and consume online content.

1. The state of mobile marketing 2016
Mobile trend is not a new trend in eCommerce; it has grown rapidly in recent years. And in 2016, there
are no sign shows that it will slow down but still increasing quickly. The impact and influence of mobile has
made significant changes in the game of online business, the online businesses today need to change
and adapt with this trend. They need to have the specific strategies for mobile users and they need to
determine that now Mobile is a major game.
In this article, we are looking at how audiences use and interact with their smartphones and tablets to
browse, access, and consume online content. Once again, you will understand why ecommerce
businesses today should focus on mobile audience.
Mobile is now the leading digital platform
According to comScrore’s 2015 US Mobile App Report, digital media time has grown 50 per cent in the
past two years, with more than three-fourths of this growth directly attributed to mobile.
 Activity on smartphones and tablets accounts for 62% of total digital media time.
 App alone represents the majority of digital media time at 54%.
Big sites increase their share
SimilarWeb data reveals that over the last 18 months, the world’s two biggest sites for traffic have
witnessed a higher mobile web share compared to desktop visits.

2. While you must take into account the nature and content of these sites, as both search engines and social
media are particularly well suited to smartphone browsing, the need to adopt mobile marketing strategies
on Google and Facebook is paramount.
What about search engine behaviour?
More than half of visits to both Google and Yahoo now come from mobile, with Bing also increasing its
share over the past year. But despite this growth, SimilarWeb has found visit duration is actually going
down for the main search engines.
Optimising content on search
The main search engines may well have seen duration times go down, but Google and Bing actually
managed to increase the number of pages mobile users visited.

3. Along with search engines recognising the need to optimise pages for mobile devices, SimilarWeb says
this could also explain why bounce rates have increased, as users can now view more content in less
time.
Mobile app usage
A report by Flurry revealed that overal app usage grew by 58 per cent in 2015. The categories that
enjoyed the most success were:
However, data from SimilarWeb shows current installs for search engine apps decreased between Dec 14
– Feb 15 and Dec 15 – Feb 16. Again, this could be because of better optimisation on mobile browsers.
Read More
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 Why Mobile Ecommerce Important?