Spring 2013 Edition
The ‘Go Mobile’ Statbook
A quarterly update on all the stats and facts you
need to know about the mobi...
How can your business take advantage of the mobile app
revolution? This simple six step guide explains how…
6. Your Next S...
1 The Mobile Industry Today
The mobile industry is growing rapidly
and changing the way consumers
interact with companies....
64% UK
smartphone
penetration
712.6 million
smartphones were shipped in 2012
44.1% rise from 2011
Google mobile
searches i...
With mobile phones set to become
the number one web access device in
2013, mobile marketing is playing a
leading role in e...
1 The Mobile Industry Today
In 2013 mobile-
connected devices will
exceed the
world's
population
42%
of email
opens come
f...
Understand how consumers use their
smartphones.
This is key to determining how to take
your mobile strategy forward.
More ...
85%
have
searched for
local
information
81%
have taken an
action as a
result
2 Smartphone Consumer Behaviour
2 Smartphone Consumer Behaviour
Ensure your online content is
optimised for all mobile devices.
Are you providing an engag...
2 Smartphone Consumer Behaviour
59% access the
internet via
smartphones
everyday
84%
notice mobile
ads on
smartphones
34% ...
3 Tablet Consumer Behaviour
Content must be optimised
for all types of devices to
ensure an engaging user
experience.
Diff...
3 Tablet Consumer Behaviour
Check out your
competitor’s websites
and whether they have
an app.
How do you compare?
12 mill...
2 Smartphone Consumer Behaviour3 Tablet Consumer Behaviour
It is important to consider what content is
suitable for each d...
72% of tablet owners make purchases from
their devices on a weekly basis
£
£
£
£
£
2 Smartphone Consumer Behaviour3 Tablet...
Mobile apps establish a new
customer loyalty and
communication channel.
2 Smartphone Consumer Behaviour4 Mobile App Behavi...
2 Smartphone Consumer Behaviour4 Mobile App Behaviour
40% buy more
products from
retailer-branded apps
64% of mobile
phone...
2 Smartphone Consumer Behaviour4 Mobile App Behaviour
Smartphone users prefer using mobile
apps to mobile websites because...
2 Smartphone Consumer Behaviour4 Mobile App Behaviour
85% prefer mobile apps over
mobile websites, primarily because
apps ...
4 Mobile App Behaviour5 Mobile Website Behaviour
Mobile websites allow visitors to
view content that is optimised for
easy...
71% expect websites
to load as quickly on
their mobile phone as
on their desktops
74% will only
wait for 5 seconds
or less...
‘Responsive’ website design is new
technology that morphs your
desktop website to fit all screen
sizes by resizing and opt...
5 Mobile Website Behaviour
57% of users say
they would not recommend
a business with a poorly
designed mobile site
35%
wou...
6 Your Next Steps
Start considering your marketing
communications from a mobile perspective.
All forms of marketing, both ...
2/3 of the FTSE
100 don’t have an
optimised website
19% of businesses
say they will invest
£66,000 or more in a
mobile str...
6 Your Next Steps
Your Easy 3 Step Plan
1. Upgrade your website, so it is mobile
optimised.
1. Explore how a mobile app ca...
39%
Expected increase in
mobile app
marketing
£
£ ££
6 Your Next Steps
Join the Mobile App Revolution
Contact us NOW!
info...
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The'Go Mobile' Statbook Spring 2013

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A quarterly update of all the stats and facts you need to know about the mobile industry. Along with our top tips this statbook will help you take the first steps in going mobile, or update your current mobile strategy.

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The'Go Mobile' Statbook Spring 2013

  1. 1. Spring 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 0290 www.TheAppGarden.co.uk
  2. 2. How can your business take advantage of the mobile app 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
  3. 3. 1 The Mobile Industry Today The mobile industry is growing rapidly and changing the way consumers interact with companies. Consumer behaviour has always driven effective marketing. A shift in your approach to marketing is required to address mobile.
  4. 4. 64% UK smartphone penetration 712.6 million smartphones were shipped in 2012 44.1% rise from 2011 Google mobile searches in past two years 1 The Mobile Industry Today
  5. 5. With mobile phones set to become the number one web access device in 2013, mobile marketing is playing a leading role in engaging with current and potential customers. 1 The Mobile Industry Today TIP Accept that the world has gone mobile, and that all businesses need to embrace mobile marketing.
  6. 6. 1 The Mobile Industry Today In 2013 mobile- connected devices will exceed the world's population 42% of email opens come from mobile
  7. 7. Understand how consumers use their smartphones. This is key to determining how to take your mobile strategy forward. More than 63% of the UK population own a smartphone. 95% of these use it to research products and services. 2 Smartphone Consumer Behaviour
  8. 8. 85% have searched for local information 81% have taken an action as a result 2 Smartphone Consumer Behaviour
  9. 9. 2 Smartphone Consumer Behaviour Ensure your online content is optimised for all mobile devices. Are you providing an engaging and memorable mobile experience? TIP Check out your competitor’s websites. Is it optimised for mobile? Do they have an app?
  10. 10. 2 Smartphone Consumer Behaviour 59% access the internet via smartphones everyday 84% notice mobile ads on smartphones 34% reach for their smartphone when they first wake up
  11. 11. 3 Tablet Consumer Behaviour Content must be optimised for all types of devices to ensure an engaging user experience. Differing smartphone and tablet screen sizes add to the growing challenge of effective mobile marketing.
  12. 12. 3 Tablet Consumer Behaviour Check out your competitor’s websites and whether they have an app. How do you compare? 12 million UK adults own a tablet tablets will be sold worldwide by 2014 208 million
  13. 13. 2 Smartphone Consumer Behaviour3 Tablet Consumer Behaviour It is important to consider what content is suitable for each device. For tablets owners, bold product images and shopping carts are essential to address their frequent purchasing habits. TIP Include loyalty programmes in your mobile app to ensure maximum sales and customer loyalty.
  14. 14. 72% of tablet owners make purchases from their devices on a weekly basis £ £ £ £ £ 2 Smartphone Consumer Behaviour3 Tablet Consumer Behaviour
  15. 15. Mobile apps establish a new customer loyalty and communication channel. 2 Smartphone Consumer Behaviour4 Mobile App Behaviour Use this channel effectively by clarifying the purpose of the app and including engaging, valuable and interactive content.
  16. 16. 2 Smartphone Consumer Behaviour4 Mobile App Behaviour 40% buy more products from retailer-branded apps 64% of mobile phone time is spent on apps
  17. 17. 2 Smartphone Consumer Behaviour4 Mobile App Behaviour Smartphone users prefer using mobile apps to mobile websites because they provide better customer experience. A successful mobile app builds customer loyalty, leading to greater interaction and increased sales. TIP Build in exclusive promotions and discounts to ensure app downloads and frequent use.
  18. 18. 2 Smartphone Consumer Behaviour4 Mobile App Behaviour 85% prefer mobile apps over mobile websites, primarily because apps are more convenient, faster, and easier to navigate easy to navigatefasterconvenient
  19. 19. 4 Mobile App Behaviour5 Mobile Website Behaviour Mobile websites allow visitors to view content that is optimised for easy navigation and reading. With 59% of the UK smartphone users accessing the internet every day, it is important that your website meets their expectations.
  20. 20. 71% expect websites to load as quickly on their mobile phone as on their desktops 74% will only wait for 5 seconds or less for a web page to load I Loading… 99% Loading… 75% 4 Mobile App Behaviour5 Mobile Website Behaviour
  21. 21. ‘Responsive’ website design is new technology that morphs your desktop website to fit all screen sizes by resizing and optimising content for each device. 5 Mobile Website Behaviour TIP Test your website on different mobile devices. Can you easily read and navigate around your site without zooming and scrolling?
  22. 22. 5 Mobile Website Behaviour 57% of users say they would not recommend a business with a poorly designed mobile site 35% would turn to a competitor’s site after a bad mobile experience
  23. 23. 6 Your Next Steps Start considering your marketing communications from a mobile perspective. All forms of marketing, both offline and online, may generate mobile search enquiries. Whilst many businesses are going mobile and budgeting for mobile marketing, the majority have yet to adopt a mobile strategy.
  24. 24. 2/3 of the FTSE 100 don’t have an optimised website 19% of businesses say they will invest £66,000 or more in a mobile strategy £ 6 Your Next Steps
  25. 25. 6 Your Next Steps Your Easy 3 Step Plan 1. Upgrade your website, so it is mobile optimised. 1. Explore how a mobile app can add value to your business. 2. Deliver on a mobile marketing plan.
  26. 26. 39% Expected increase in mobile app marketing £ £ ££ 6 Your Next Steps Join the Mobile App Revolution Contact us NOW! info@theappgarden.co.uk 0203 418 0290 www.theappgarden.co.uk 71% of retailers believe a mobile app will be the most important consumer engagement resource in 1-3 years
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