A look at the state of mobile in the U.K.

1. APPS HELP CUSTOMERS TOWARDS THE PATH TO PURCHASE
MOBILE: IN-APP VS WEB
MOBILE PERFORMANCE FOR RETAIL*
MOBILE AD SPEND
£3.54 Billion
£4.78 Billion*
50%of app users look to apps to
help them make
purchase decisions
Sociomantic Labs, a dunnhumby company, provides programmatic solutions for online, mobile web and
in-app display advertising. The company’s proprietary Streaming CRM technology enables the world’s
leading advertisers to harness the value of its first-party data assets of CRM and other first-party data
assets to deliver individually personalised, dynamic ads for the full customer journey. This results in
broader reach, more new customers and increased loyalty of existing customers. Sociomantic has been
profitable since its founding in Berlin in 2009 and has grown organically to more than 250 employees
serving over 70 countries across six continents today.
SOURCES:
http://totalaccess.emarketer.com/Chart.aspx?R=188703&dsNav=Ntk:relevance%7csmartphone+penetration+%7c1%7c,Ro:-1,N:439,Nr:NOT(Type%3aComparative+Estimate)
http://totalaccess.emarketer.com/Chart.aspx?R=186178&dsNav=Ntk:relevance%7csmartphone+operating+systeme%7c1%7c,Ro:-1,N:439,Nr:NOT(Type%3aComparative+Estimate)
http://www.emarketer.com/Article/How-Users- UK-Engage- with-Mobile- Apps/1013504
http://www.emarketer.com/Article/How-Users- UK-Engage- with-Mobile- Apps/1013504
http://www.emarketer.com/Article/How-Users- UK-Engage- with-Mobile- Apps/1013504
http://totalaccess.emarketer.com/QuickTake.aspx?R=5500856&dsNav=Ntk:relevance%7cpercentage+of+traffic+through+mobile%7c1%7c,Ro:-1,N:439,Nr:NOT(Type%3aComparative+Estimate)
http://dashboard-na1.emarketer.com/app/dist/#template/mobileadspending
http://totalaccess.emarketer.com/Chart.aspx?R=191950&dsNav=Ro:2,N:439-1153,Nr:NOT(Type%3aComparative+Estimate)
http://totalaccess.emarketer.com/Chart.aspx?R=191951&dsNav=Ntk:relevance%7cRetail+M+Commerce%7c1%7c,Ro:-1,N:439,Nr:NOT(Type%3aComparative+Estimate)
http://www.statista.com/statistics/202495/ipad-app- usage-frequency- by-app- categories/
http://totalaccess.emarketer.com/Interview.aspx?R=6001652&dsNav=Ntk:relevance%7cmultichannel+web+traffic%7c1%7c,Ro:0,N:439,Nr:NOT(Type%3aComparative+Estimate)
http://www.emarketer.com/Article/UK-Retail- Ecommerce-Sales- Reach-60- Billion-This- Year/1012963
http://totalaccess.emarketer.com/Chart.aspx?R=169522&dsNav=Ntk:relevance%7capps+installed%7c1%7c,Ro:5,N:439,Nr:NOT(Type%3aComparative+Estimate)
https://storage.googleapis.com/think-v2- emea/docs/article/App-nesia_in_the_UK_Google2015.pdf
http://totalaccess.emarketer.com/Chart.aspx?R=169522&dsNav=Ntk:relevance%7capps+installed%7c1%7c,Ro:5,N:439,Nr:NOT(Type%3aComparative+Estimate)
https://storage.googleapis.com/think-v2- emea/docs/article/App-nesia_in_the_UK_Google2015.pdf
www.sociomantic.com | sales.london@sociomantic.com
Sociomantic Labs:
of total
web traffic
happens
on mobile devices
40%
2014
2015
2016
*(estimated)
33% of app users stop using apps because of lost interest
REASONS WHY
USERS RE-ENGAGE
ON APPS
Discount offered Apps are simpler
to navigate than
mobile websites
Bonus content
available
*As of 2015
conversion rate revenue per visit
of these apps
are retail-related
19%
of these consumers
use apps to find
product
information
29%
of these consumers
use apps to make a
purchase
45%
21% 17% 50%
£2.35 Billion
£20.09 Billion
£25.19 Billion*
*(estimated)
£14.61 Billion
45%
of apps installed
are never used
25%
of apps
installed are
used only once
25%
36
Average
number of apps
installed
26%
of installed
smartphone apps
are used daily
of smartphone
shoppers use apps
on a weekly basis
43%
of consumers
have made a
purchase
via an app
VS.
49%
prefer mobile
app 35%
prefer mobile
website
APP WWW
RETAIL M-COMMERCE SALES
*(estimated)
2014
2015
2016
Where it’s App:
The State of Mobile
in the UK
Insights into consumer purchase trends as mobile web and in-app usage grows.
Mobile Is Taking Over
SMARTPHONE OPERATING SYSTEM ADOPTION
MOBILE USAGE
SMARTPHONE PENETRATION
M-Commerce on the Rise
Apps: the Good, the Bad and the Never Opened
Mobile Advertising
68.2%
2014
*estimated
2h24
1h55
20162015
55.7%7.7%
31.8%
2.0%
Android
iOS
Wi
ndows Ph
one
Blackberry
Situations when preferring mobile apps
In-app
£1.93
Mobile Web
“I want information
quickly”
“I need to complete
a task or transaction
quickly”
“There’s poor wi-fi or
3G connection”
In-app
Mobile Web
£3.253.1%
2.5%
72.8% 77.4%*
28%of total ecommerce
in the UK was
transacted through
a mobile device
Retail m-commerce
sales will climb up to
£24.85
billion in 2016
Top three most
used apps in Q4,
by category
In 2015,
TravelEntertainmentRetail
47% 47% 34%
spent daily on mobile devices,
of that time is spent in-app.
Out of the