Mobile Usage Growing and More Effective

A couple of items, articles and news, caught my eye regarding mobile.

First is an article about the role of mobile devices to shop for back-to-school items.  Here is the article:

http://www.mobilecommercedaily.com/mobiles-role-in-shopping-research-grew-during-back-to-school-sales

Here is a snippet from that piece:

The number of consumers taking to mobile first to find out about seasonal deals and promotions during the back-to-school shopping season surged, fueled by improvements in mobile-centric experiences.

Thinknear’s Mobile Marketer’s Guide to Back-to-School Shopping report said that 40 percent of consumers spent at least one to two hours planning for back-to-school shopping on mobile. The statistics, based on consumer-panel research conducted last month, shed light on brands’ embrace of the opportunity to provide a mobile platform that motivates a consumer to use it.

Next is a bit of research on the effectiveness of ads.  We are seeing a dramatic benefit to ads in mobile apps vs. merely a mobile web site:

http://www.warc.com/LatestNews/News/Mobile_ads_work_well_in_apps_.news?ID=33503

Here is a snippet from that piece:

NEW YORK: The click-through-rate (CTR) for ads on mobile apps is twice as high as the rate for desktop web ads, according to new analysis of tracked activity.

Based on some 300bn data points from mobile ad campaigns in the first half of this year, mobile ad measurement platform Medialets concluded that ads on apps achieved 0.58% CTR compared with 0.23% on the mobile web.

Happy Reading,

J.W. Gant