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 0290www.TheAppGarden.co.uk

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

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.

64% UK smartphone penetration

712.6 million

smartphones were shipped in 2012 44.1% rise from 2011

Google mobile searches in

past two years

5X

1 The Mobile Industry Today

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.

1 The Mobile Industry Today

In 2013 mobile-connected devices

will exceed the world's population

42% of email opens come from mobile

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

85% have

searched for local

information

81% have taken an

action as a result 95% research products or services

2 Smartphone Consumer Behaviour

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?

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

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.

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 millio

n

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.

TIPInclude loyalty programmes in your mobile app to ensure maximum sales and customer loyalty.

72% of tablet owners make purchases from their devices on a weekly basis

£

£

££

£

2 Smartphone Consumer Behaviour3 Tablet Consumer Behaviour

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.

2 Smartphone Consumer Behaviour4 Mobile App Behaviour

40% buy more products from retailer-branded apps

64% of mobile phone time is spent on apps

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.

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 navigatefasterconvenie

nt

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.

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

‘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?

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

RECOMMENDED

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.

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

6 Your Next Steps

Your Easy 3 Step Plan

1. Upgrade your website, so it is mobile optimised.

2. Explore how a mobile app can add value to your business.

3. Deliver on a mobile marketing plan.

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