Here is another 5 digital marketing stats – this week I am focusing on Mobile marketing stats.
More than one quarter of Consumers to use mobile payments in 2015
eGifter revealed the following research on consumers and their expectations of the digital payments experience:
- 27% of consumers plan to use some form of mobile payments in the next 6 months
- 53% have reached for a plastic gift card at the register only to realise they left it at home
- 40% would scan their plastic gift cards into a mobile wallet
Consumer concerns about mobile payments
Data from Walker Sands revealed that while cash use is on the decline and mobile payments are on the rise, eight out of 10 consumers have some concerns about mobile payment services, with the most popular concerns rooted in security (57%) and privacy (48%).
- While 56% of consumers rank cash as the most secure form of payment, only 11% have paid for something in cash in the last day, down from 27% in the past year.
- The majority of consumers (59%) have $20 or less in their wallets.
- 40% of consumers have used a mobile payment application in the past year, up from just 8% in 2013.
- While only 4% of consumers have used Apple Pay in the past year, 18% say its introduction makes them more likely to make a purchase with their smartphone in the near future.
Mobile clicks have overtaken desktop
Marin Software announced its quarterly benchmark report revealing that clicks on mobile devices have overtaken desktop for the first time.
- Mobile now accounts for 44.8% of ad impressions, 50% of clicks, 46% of spend and 43% of conversions in the UK.
- Search ads on tablets achieved the highest click through rate in Q4 2014. This contrasts with the US and rest of the Eurozone where smartphone ads are more successful at converting sales.
- While desktops continue to command the greatest share of conversions, (57% compared to 8.1% via smartphones and 25% via a tablet), the cost per click (CPC) is considerably higher than for a smartphone click.
- Share of conversions on smartphones increased 6%
- Overall Mobile (smartphone and tablet combined) conversions are also climbing year on year with a 8.9% increase since Q4 2013, in contrast to an 8.3% drop for desktop conversions.
App engagement faltering
Ampersand Mobile released new findings from its survey on consumer attitudes to brand mobile marketing, revealing that brands are failing in their efforts to engage with consumers using apps.
- 71% believe branded apps do not engage and merely market and push content
- 54% avoid big brand apps, as they see them as just a one way marketing tool
- 62% think apps have reached market saturation and something new is needed
Mobile commerce is rising
IMRG and Capgemini’s Quarterly Benchmark reveals that mobile now accounts for 40% of all online retail sales. This figure is up from 37% in the previous quarter, and represents the steepest quarterly rise in the rate of mobile retail penetration since Q4 2013/14, when mobile devices accounted for 32% of online sales.
One in four mobile commerce sales are now done through smartphones.
If you feel you need a helping hand with your digital marketing make sure you get in touch. Sharp Monkeys is a digital marketing agency based in Worcester.