The last 12 months have seen a huge 202% increase in mobile web traffic with more than one in ten consumers now using their Smartphones to access the web and a further 3.5% of all visits arriving through a Tablet device.
So says Latitude Digital Marketing, the digital arm of direct marketing business Callcredit Information Group, in its quarterly Mobile Report which provides indepth marketing analysis of the rapid developments in Mobile and Tablet web consumption and behaviour.
The growth of mobile web and the associated usage trends indicate that consumers are adopting a four-screen approach to content consumption. TV, PC, Smartphone and Tablet are used in sequence, with time and location being key factors determining which screens take priority. The iPhone dominates the ‘mobile screen wars’ with huge 70% of all mobile visits now arriving via an iPhone device, followed by 24% of consumers using an Android device to access the mobile web.
“The first quarter saw the fastest growth in mobile web traffic to date”, commented Alex Hoye, CEO of Latitude. “Yes – mobile is growing rapidly, but what is even more exciting is the way consumers are using and engaging with Mobile and Tablet devices. There’s a huge difference in the way PCs, Tablet and Mobile are being used to access the web, ranging from the solidary, task-based user experience of the PC to the localised, personal browsing experience of the Mobile. Both Mobile and Tablet Cost-Per-Click rates are still lower than desktop, creating fantastic mobile marketing opportunities for advertisers to acquire high quality traffic at a reduced rate. In the customer acquisition process it is crucial that advertisers also think about messaging that is relevant and consistent throughout the different devices.
- Smartphones, tablets, replacing older devices from alarm clocks to radios and cameras
- Mobile video consumption a rapidly developing market, In-Stat says
- Tablet & smartphones generating strong ad engagement
- Pandora’s Internet radio, news, social media sites grabbing mobile users
- Multi-screen March Madness: mobile drives a fifth of event web traffic
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