Summer 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 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
In ten months the number of 16-64 year olds who own a smartphone in the UK has grown from 58% to 72%.
Consumers are becoming increasingly dependent on their
mobile devices to help them with everyday questions and
activities.
72% UK smartphone penetration (aged 16-64)
Over £15 billion
in-store UK retail sales are Influenced by mobile activities
1 The Mobile Industry Today
££
96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices. 96% of consumers say they have encountered sites clearly not design for mobile devices.
96%
of consumers say they have encountered sites clearly
not designed for mobile
devices
1 The Mobile Industry Today
90% of the world’s population
have a mobile subscription
£500 million spent on mobile advertising in 2012 in the UK
£££
££
££££
Convenience lies at the heart of mobile usage. Business need
to ensure they are executing their offering through all mobile
devices.
Business should also address the functionality of mobile devices, to offer an enhanced customer
experience.
1 The Mobile Industry Today
TIP Use your mobile devices to test
the customer experience. Are you making it easy for consumers to buy?
Smartphone ownership in the UK is dramatically rising and
about to grow beyond PC/laptop ownership.
The purchasing path online is still fragmented, with consumers moving from one
device to another to complete activity. Smartphones are vital as they are most often at the
start of this path.
2 Smartphone Consumer Behaviour
2 Smartphone Consumer Behaviour
89% of 18-24 yr
olds in the UK
own a smartphone
41%
start research on on device…
…often moving to another to complete
2 Smartphone Consumer Behaviour
1 in 3 reach for their
smartphone when they look for information
66% have their
phones with them
24/7
50%Buy goods on smartphones
2 Smartphone Consumer Behaviour
There are a wide range of smartphones available in the
UK, however the market is dominated by two mobile
operating systems;iOS and Android.
Are you serving both key operating systems?
TIP Make sure your mobile
optimised website and mobile app serves both iOS and Android.
3 Tablet Consumer Behaviour
Popular activities on tablets include media consumption, shopping and productivity.
Businesses have an opportunity provide a unique
and enriched tablet experience based on popular activities.
Tablet ownership is increasing faster than the rise of the
smartphone.The difference in behaviour on
tablets is also bringing a massive shift in marketing.
3 Tablet Consumer Behaviour
Check out your competitor’s websites and whether they have an app. How do you compare?
Tablet users spend 50% more
than PC users
70% more page views per visit on a tablet than a smartphone
50% more spent per purchase on a tablet than a
smartphone
2 Smartphone Consumer Behaviour3 Tablet Consumer Behaviour
£
££
£
£
£
Mobile visitors are
3x more likely to make a purchase on a
tablet than a smartphone
2 Smartphone Consumer Behaviour3 Tablet Consumer Behaviour
Consider how your customers are interacting with your website or
mobile apps on their tablets.
Are you providing a different experience to other mobile devices
and PC?
TIP Use high definition
images and embed videos into your tablet customer experience.
Mobile apps can be used both internally within your business to drive process efficiency, and externally to engage with your
customers.
2 Smartphone Consumer Behaviour4 Mobile App Behaviour
Consider how your business and your customers could
benefit from interacting with content in a mobile app
wherever they are.
2 Smartphone Consumer Behaviour4 Mobile App Behaviour
25% of consumers have downloaded apps for shopping or purchasing goods in the last year
68% of consumers only downloaded free apps
2 Smartphone Consumer Behaviour4 Mobile App Behaviour
44% would use more apps to help with everyday activities such as communication, entertainment and shopping
1/3 of mobile apps revenue will be generated
by advertising by 2014
2 Smartphone Consumer Behaviour4 Mobile App Behaviour
Often many apps are downloaded to consumers
phones, however the average number of apps opened each
day is 7.8 apps.A successful app provides a valuable service or function
which is not available online or offline.
TIP Try ‘blue-sky thinking’ with an
app developer, you will be surprised what an app can do.
4 Mobile App Behaviour5 Mobile Website Behaviour
Businesses are seeing a dramatic rise in the amount of
online traffic coming from mobile devices.
97% of purchasing decisions start on the internet. It is therefore vital that your
products and services can be found on all access points to the
internet, including all mobile devices.
77% of mobile searches take place where people
have access to a PC, typically at home or work.
1/2 of Gucci.com’s website traffic comes from mobile devices
GUCCI
4 Mobile App Behaviour5 Mobile Website Behaviour
5 Mobile Website Behaviour
55% of mobile search
conversions happen within an
hour
By 2017 eMarketerTM
predicts that 25% of all online sales in the US will happen on
mobile devices
£
With so many different screen sizes to accommodate on the mobile web, businesses are
starting to use a ‘responsive’ website solution which
adapts content to display effectively for all mobile
device screen sizes.
5 Mobile Website Behaviour
TIP Speak to your web developer
about making your site responsive. Often your current site can be adapted.
6 Your Next Steps
Mobile cannot be ignored by businesses.
The soaring growth in mobile devices worldwide will continue to develop over the years to come.
The internet has already gone mobile, businesses now need to play catch up to provide a
mobile experience their customers expect.
43% rise in worldwide
smartphone sales from Q1 2012to
Q2 2013
India has
44 million smartphone users, but this
is only 4% of the entire subscriber base
6 Your Next Steps
6 Your Next Steps
Your Easy 3 Step Plan
1. Define a mobile strategy which executes your proposition on mobile.
2. Optimise your website for a great user experience on all mobile devices. *we recommend you explore responsive design
3. Explore how a mobile app can improve your marketing and internal processes.
86%of people use their
phones whilst consuming other
media
6 Your Next Steps
Take you business mobile Contact us NOW!
0203 418 0290
www.TheAppGarden.co.uk
81% of smartphone purchases are spontaneous