Today Adobe released their 2013 Mobile Consumer Survey results, revealing significant findings about mobile trends across the world as they have evolved over the past year. Notably, the survey found that websites are getting more traffic from tablets than smartphones, with Android the primary mobile device of choice. However, Adobe found that many advertisers are not yet capitalizing on this new mobile audience and these advertisers have yet to adapt their marketing strategy to profit from consumers using mobile devices.
In March 2013, Adobe surveyed more than 3,075 mobile users in the United States, Canada, United Kingdom, France, and Germany to learn which mobile devices they use and how they interact with these mobile devices. Tablet growth is skyrocketing as evidenced by the fact that there were 94 million tablet users in the United States in 2012, a 180% increase over 2011. Adobe notes that almost 30% of tablet users use them a few hours every week, and almost just as many use tablets 1-4 hours a day. The remaining users surveyed don’t use tablets on a regular basis. The vast majority of those surveyed use tablets most frequently at home.
Though Adobe found that more consumers were accessing websites from tablets rather than smartphones, the engagement levels between tablets, desktops, and laptops were comparable. Adobe explains in their findings that “As the tablet market matures, the advantages of desktop and laptop browsing will erode, causing consumers to use tablets to visit websites more frequently. To engage customers who use tablets, companies should adopt tablet-specific strategies, instead of offering experiences identical to those of smartphones or desktops and laptops.”
Most importantly companies need to adopt a tablet-specific mobile advertising strategy. Adobe reported that “because mobile consumers exhibit high intent when searching for products or services, having tools to target and optimize mobile-specific offers represents a big opportunity for companies.” However, while mobile ad content appears to be prevalent, “nearly 40% of respondents indicate that they received mobile web landing pages that were not easy to read and view.” An optimized landing page with clear CTAs and forms that are easy to complete with mobile devices are critical to driving conversions with mobile users. Additionally, mobile advertisers should be conscientious of personalization. Adobe reported that “a large majority of people who spent over $500 (81%) reported that mobile ads were personalized to their interest, while only 75% who spent under $500 reported seeing personalized mobile ads.”
Adobe ultimately recommends that to drive conversions via mobile, advertisers should reduce the number of touchpoints. As the report says, “Design the mobile experience with the path of least resistance to achievement.” Adobe explains that research has shown that conversion rates are directly impacted by streamlined paths to purchase and that conversions should occur within three touch events. “ And Adobe believes that in the future two touch events, not three, will be the norm.
Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.