Adobe Digital Dialogue

September 7, 2016 /Data Driven Marketing /

Consumption behavior demands changes in smartphone optimisation

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.

Read the full Best of the Best report here.

Data Driven Marketing

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