Adobe Digital Dialogue

Asia Pacific is the World’s Most Mobile-Ready Region

The state of ‘mobile-first’ has already arrived in Asia Pacif­ic (APAC). This isn’t sur­pris­ing, con­sid­er­ing APAC has the world’s high­est num­ber of mobile phone users. Accord­ing to eMar­keter, there were 2.57 bil­lion mobile users in 2014 in APAC, with Chi­na alone account­ing for over 40%!

Inter­est­ing find­ings from a new study release by Econ­sul­tan­cy in asso­ci­a­tion with Adobe show that Asia is in the eye of the mobile storm, with mobile-cen­tric busi­ness strate­gies firm­ly in place. The Quar­ter­ly Dig­i­tal Intel­li­gence Brief­ing: The Quest for Mobile Excel­lence, presents find­ings from a sur­vey con­duct­ed through Feb­ru­ary and March 2015, reach­ing almost 3,000 respon­dents, com­pris­ing 28% from APAC, 21% from North Amer­i­ca and 51% from Europe. Down­load the full report here.

Mobile-First

The study reveals the extent of mobile-first busi­ness trans­for­ma­tion in APAC with 38% of respon­dents stat­ing they have a defined mobile strat­e­gy that goes out at least 12 month – a high­er per­cent­age than in either Europe (34%) or North Amer­i­ca (31%).

Fig­ure 1: Does your organ­i­sa­tion have a mobile strat­e­gy?

Does your organisation have a mobile strategy

Fur­ther­more, 33% of APAC respon­dents strong­ly agreed or agreed that mobile activ­i­ties are cen­tral to their over­all busi­ness and how they engage with cus­tomers, com­pared to 32% in North Amer­i­ca and 26% in Europe. This only con­firms that mobile-first busi­ness trans­for­ma­tion is being led by Asia Pacif­ic.

Fig­ure 2: ‘Our mobile activ­i­ties are cen­tral to our over­all busi­ness and how we engage with cus­tomers’

mobile activities are central to our overall business and how we engage with customers

The study also found that 70% of APAC mobile traf­fic comes from smart­phones, com­pared to 61% in North Amer­i­can and 60% in Europe, rein­forc­ing the dif­fer­ent nature of mobil­i­ty in the APAC region, the world’s most mobile pro­lif­ic con­sumer of smart­phone devices.

It’s all about Apps

APAC respons­es told an inter­est­ing sto­ry about the busi­ness val­ue of mobile apps. Respon­dents from APAC were sig­nif­i­cant­ly more enthu­si­as­tic about con­ver­sion rates, say­ing they were high­er for mobile apps than for mobile web – 48% strong­ly agreed or agreed; com­pared to just 26% in Europe and 27% in North Amer­i­ca.

Fig­ure 3: In the con­text of your own organ­i­sa­tion, please indi­cate whether you agree or dis­agree with the fol­low­ing state­ments (231 APAC respon­dents).

Mobile Apps

Per­haps reflect­ing on the cen­tral and inte­grat­ed nature of mobile strat­e­gy to their busi­ness, APAC respon­dents also felt more con­fi­dent in their abil­i­ty to mea­sure the suc­cess and ROI of mobile apps just as well as they could mea­sure their web­site, with 47% of APAC respon­dents strong­ly agree­ing or agree­ing; and just 35% in Europe and 30% in North Amer­i­ca feel­ing the same way.

 

The find­ings from the study rein­forces APAC’s posi­tion as the world’s most mobile-ready region, with mar­keters and busi­ness lead­ers focused on mak­ing the most of mobile strate­gies. Busi­ness­es and mar­keters in APAC have a high­er lev­el of con­fi­dence and inte­gra­tion around their mobile strat­e­gy and its exe­cu­tion, than in either Europe or North Amer­i­ca. The data reveals a tale of three regions, all fac­ing a dis­rup­tive and excit­ing mobile-led trans­for­ma­tion; and all work­ing through dif­fer­ent stages of their evo­lu­tion.

Down­load the full report here.

Mobile

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