Mobile web traffic will hit 20% this Christmas
|13 Sep 2012 11:42 BST||Back|
Also in the news
Mobile web traffic is set to hit 20% this Christmas, according to IBM figures, and brands that don’t implement a mobile strategy could be left behind.
This figure could be higher still – with 20% of UK online sales made on a mobile device, according to a forecast from the IMRG Capgemini Quarterly Benchmarking Index. And 30% of website visits will come from mobile devices.
Consumer engagement with mobile-optimised websites is higher. They look at 19 pages per person on average, 12 more pages than websites that are not optimised.
However, only 40% of the top 100 brands in the UK have mobile-optimised their websites, according to the Internet Advertising Bureau (IAB).
The entertainment industry is a heavy user of m-commerce and mobile marketing. Over a third (35%) of mobile purchases are for concert, movie and sporting event tickets, according to a new Millennial Media report.
Marketers and advertisers in the entertainment industry are among the most likely to add m-commerce features (eg buy a ticket) on their ads.
Entertainment brands are also more likely to include social elements in their promotions – one third of their m-commerce ads encouraged sharing over social media.
Also in the news: Mobile rewards drive m-payments