More Evidence Of The Monumental Growth Of Mobile And Tablet And What This Means To Businesses And Marketers

Written by Phil Birss: Group CEO.
· 4 minute read

“Do you have a smart phone? Tablet? Both?”

Well at the end of 2012, an article in TechCrunch stated that nearly 3/5 of the population (58%) had a smartphone and nearly 1/5 had a tablet (19%). That equates to around 36.5 million people owning a smartphone and 12 million owning a tablet and these numbers are rising fast.

As mobiles and tablets become more popular and more integrated with our everyday lives, we are seeing a year on year increase in online advertising spend by companies looking to target and engage with mobile and tablet users.

An article today in NetImperative highlights the latest research that states mobiles and tablets now account for 25% of all UK paid search. With increased spend comes increased competition and the cost per click for ads running on mobile and tablet devices has also increased and continues to do so. In fact the average CPC for tablets is now the same as desktops!

If you have done little to nothing to target mobile and tablet users then now is the time to do so because as competition and cost per clicks rise, your ROI is likely to fall. Despite these reports, we are still in very early days in terms of mobiles and tablets, so if you want to maximise your profits and start to target this rapidly growing demographic, now is the time to do it before things really start to hot up.

Conversions From Mobile And Tablet Devices

One thing to note is that actual conversions tend to be lower from smaller screen devices which is understandable. What many businesses are still failing to measure from mobile and tablet paid search, is actions that fall outside of a “typical conversion” as mobile and tablet searchers usually behave in a different manner to desktop searchers.

Phone calls, check ins, app downloads, opt ins and people physically visiting the business are among many other possible “conversions” to analyse when measuring the success of the paid search campaign for mobile and tablet devices.

One interesting thing to note is that trust in making online purchases from mobile and tablet devices is increasing but more notably from tablets in particular. In the latest research from BRC-Google Online Retail Monitor shows that retail searches from tablets in the UK has risen 198% in Q1 of 2013 compared to Q1 of 2012. Smartphone retail search also increased by 66%.

Homeware searches currently lead the way with 236% growth in search volumes for tablets and 88% growth for smartphones year on year with Google retail director Peter Fitzgerald saying: “These are trends that will only continue into 2013 as more people own multiple devices.

If you are in the homeware sector then this market is currently wide open but competition is increasing all the time so act now and solidify your position.

Does your company use TV advertising?

Multi screening is also increasing rapidly in line with the rise in mobile and tablet use. This means people could be watching TV while also surfing the Internet on their smartphone or tablet. If your advert is shown on TV and catches their attention then many will proceed to look up the brand, product or service online using their mobile or tablet. With this in mind, some TV advertisers are promoting this trend within the TV advert itself by telling viewers to take actions like download an app or visit their Facebook page to take advantage of their offer.

Other multi-screening habits include people who might visit your site using a mobile or tablet whilst at work for example, then return to complete the transaction later in the evening using a desktop device. If you do not properly cater to the mobile and tablet user then you will have more than likely lost this searcher as a customer.

Google actually has put together a presentation that details pretty much everything you need to know about multi-screening and user behaviour. You can view this presentation below and while you go through it, think about how your business can start to better target mobile and tablet searchers.