Your Host: Jordan Cohen
• CMO of Fluent
• 10+ years in email
marketing
• Mobile research
since 2007
• 2015 EEC Email
Thought Leader of
the Year finalist
2014 really was the Year of Mobile!
Source: Internet Retailer 2015 Mobile 500
The 500 leading retailers in mobile commerce will experience
sales via smartphones and tablets growing 80% in 2014 to $83.78
billion, 21% of total web sales for those merchants
80% growth in 2014 to
$83.78 billion
21% total web sales for
those merchants
Fluent’s Devices &
Demographics Research
Aggregate device usage data collected across Fluent’s customer-
base between October 1 and December 31, 2014.
Key Takeaways
• We are (finally, actually, IRL) living in a mobile-first world.
• Higher mobile usage associated with females, and younger age
groups
• Higher iOS usage associated with males, older age groups, and
higher household incomes
• Android is far and away the dominant mobile platform
(consistent with mobile shipment reports) but lags in % of
email opens because of default image settings in email
Mobile Shopping Survey
Fluent survey of 5,269 American adults conducted between
January 16 – 18, 2015. Fluent’s ad serving technology includes
a real-time survey module that was used to facilitate data
collection for this study.
Key Takeaways
• Mobile commerce has finally turned the corner – consumers
are embracing it
• Mobile websites are getting more app-like and easier to use
• There may be half as many iOS users as Android users, but
they are more likely to make more purchases, so it evens out
• Continued improvement in mobile payment security and faster
network speeds will lead to even more mobile shopping
Action Items in 2015
• Fully mobile optimize the digital marketing experience from the
top of the funnel to the bottom
• Make email capture a priority in order to market both inside and
outside of the inbox (e.g., custom audiences in premium
display)
• Make mobile payment through m-sites as easy as in-app with
secure token services
• Facilitate offline purchasing and implement tracking (mobile
wallet and dynamic couponing).
What We Do
Fluent is pioneering people-based marketing. We use
proprietary content, real-time survey technology, and 1st
party consumer data to help marketers acquire their best
customers, with precision, at a massive scale.
We don’t have to guess who people are, or predict what
they will be interested in. We actually know.
Best of all, marketers only pay for performance – never for
wasted clicks or impressions. This is especially relevant
when it comes to advertising on mobile.