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. 

Posted by

Smarayda Christoforou

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