New research from Adobe Digital Insights (ADI) has found that despite a year-over-year increase in smartphone traffic, engagement rates continue to drop and desktop is preferred for conversion.
The latest ADI Best of the Best report compares the overall average versus websites in the top 20% on various key performance indicators. Analysis is based on aggregated and anonymous data from 100 billion visits to more than 3,000 websites in Asia during the 2015 calendar year.
The report shows consumers are becoming less willing to waste time browsing and demanding better experiences on their mobile devices. These frustrations and shorter attention spans mean people still prefer to convert on desktops.
It’s never been more important for marketers to remember that consumers are increasingly using smartphones for communicating with their family and friends as well as with brands. Understanding the impact that has on the experience of your brand is critical.
To combat the decline in engagement, smartphone optimisation is essential. Marketers need to meet the rise of smartphone traffic across all industries. Desktop has retained 100% relative consumption length compared to 59% on mobile, and that means brands need to provide an amazing experience for their customers on mobile.
Bettering consumption cannot be the only goal, engagement needs to be addressed too. Data shows that both Telecommunications and Media & Entertainment lead the charge with an average off 44% and 37% respectively.
Ultimately consumption and engagement are important is because they lead to conversion. Data shows that conversions on smartphones are growing and this is where potential lies. The best in class leaders are making huge progress, with India’s best growing mobile conversions to 2.2% and Australia and New Zealand coming in just behind with 1.6%.
When we take a closer look at regions and industries we can see even more momentum around mobile conversions: in Asia Pacific (APAC) smartphone conversion rates in retail grew by 3% year-over-year. The gap between market leaders and the other 80% of brands is narrowing here, which indicates that APAC’s retail marketing is reaching a new level of maturity.
What does this report mean for marketers? If you haven’t already optimised mobile conversions, now is the time to do it.