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I th fouth quat of 2010, mo smatphos
were shipped than PCs for the rst time.
By 2015, moreusers will access the Internet wirelessly via a mobile device thanfrom a wired Ethernet connection.
Over the next ve years,
m-commerce sales are set to quintuple.
On the year’s biggest
shopping day, Black Friday, online retail trafc from mobile
devices comprised 14.3 percent of page views, up from 5.6percent last year, and mobile sales ballooned to 9.8 percent ofonline sales, up from 3.2 percent last year.
Throughout the pastdecade, analysts have relentlessly predicted “The Year of Mobile.”
It now looks as if we are in the edgling innings of a
Th itoductio of th iPad i Apil 2010 has scalat-d th mobil oppotuity.
Tablets register e-commerce
conversion rates of four to ve percent versus three percent on
The user demographics for the iPad and othertablets illuminate the opportunity for prestige brands: 20 percentof individuals with $1 million or more in investable assets owna tablet and spend 50 percent more time on the device thanon their smartphone.
Pstig bads ha b pudish with mobil.
The mobile strategy for most brands has been dominated byblind investments in iOS apps that lack utility and “stickiness.”Seven in 10 brands in the Index maintain at least one iOS app, butless than a third of all apps produced are commerce-enabled.Use of features such as notifications, geolocation, andlanguage specification is more limited. Less than a fifth of
brands have developed a distinct, iPad-specic experience.
W bli th gam will b wo o lost ia dlop-mt ad optimizatio of obust, dic-agosticmobil commc sits.
Although two-thirds of brandscurrently maintain a mobile site (the majority launched withinthe past year), only 67 percent of these sites are commerce-enabled. Furthermore, use of such marketing tactics as mobile-optimized search marketing, cross-platform mobile promotion,and mobile display advertising is scant.
End of the Beginning
Wall Street Journal
WSJ Blog: The Wealth Report
,August 25, 2011.