Consumers Shop/​Access the Internet via Wireless

BY Kathy Crosett
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Your client might be used to hearing about how their mobile activity is the key to their marketing and sales success. It’s true that consumers spend more time with their mobile devices these days than ever before and are accessing the internet via wireless connections more often than through a desktop. But, new research from AccuraCast suggests that businesses should also enhance their mobile digital marketing that isn't mobile-​related and e‑commerce sites in advance of the coming holiday season.

Accessing the Internet via Wireless: Mobile Clicks and Impressions

Consumers continue to research products and services they're considering for purchase on their mobile devices in a big way. Accuracast’s analysis of over 10 million clicks between August 2018 and August 2019 shows an increase of 11% for mobile activity. Similarly, mobile ad impressions delivered during the same period of time grew by about 6%. With so much interest in mobile, we’d expect to see conversions growing as well. And they are as more Americans are accessing the internet via wireless connection.

Mobile Conversion Problems

With more Americans accessing the internet via mobile connections, overall, about 49% of overall mobile clicks result in a conversion. Analysts point out that this number is lower than desktop conversion's. Specifically, their study shows that desktop clicks drive conversions at a 60% higher rate than mobile. Your clients should also know that desktop conversions have a 93% higher value than mobile. Why is that?

Mobile Ad Concerns

Accuracast’s analysts believe consumers are leery of mobile ads, even though these consumers more inclined to access the internet via wireless connection because of its convenience. The analysts caution mobile utilizing marketers to be aware of ad formats on a mobile app and how the ad might overlap with the app's functionality. Your clients shouldn't be paying for false clicks on ads because users are just trying to check the weather or get directions. That screen arrangement might work well for the app designer who wants to drive up the click count. But it will do little for a marketer who wants to sell a product since all those clicks amounted to is annoyance on the user's end. In fact, if a consumer is forced to view an ad that is completely unrelated to their original search, the inconvenience may even make them commit the brand to memory. But not for a good reason. No, they want to remember it so that they can avoid buying from them in the future.

Your clients also need to make sure their site is responsive. When consumers click on a mobile ad, they should encounter a site that has a professional appearance. The site should behave properly in a mobile environment and not leave the user wondering if they are going to get hacked.

Consumers love all things mobile. But they don’t want to risk their personal or credit card data in an online environment that looks sketchy. Work with your clients to spruce up their mobile sites. You can give them a checkup by using the Digital Audit tool available at AdMall from SalesFuel​.com.