A few weeks ago Google released the latest mobile stats for New Zealand, revealing some very interesting trends in this space. You can find the full report here.
More and more smartphones
The first thing that stands out here is the rapidly growing smartphone penetration. 54% of all Kiwis now own a smartphone (up from 44% in 2012) and 63% of those access internet via their phone every day. That equals to a huge amount of information and pages consumed on mobile devices every day and that in itself is a signal for all business to review and rethink their mobile presence, if they haven’t done so already.
This trend is extremely important for travel and hospitality industry, where online research has the biggest influence on customer decision. 65% of all mobile searches relate to product info, and restaurants, pubs and bars, as well as travel searches, lead this category. If you add to it 89% of all smartphone users who research local information specifically, you can understand what a powerful tool mobile phone has become in the hands of your existing and potential customers.
The access to product and service information – anytime, anywhere – means revenue growth can now be expected from mobile devices. Smartphones are already a primary shopping companion, driving both online and in-store purchases. And with quality of devices improving so quickly, the smartphones are quickly becoming one-stop devices for research, consideration and purchase – 1 in 3 New Zealanders are already buying online using their mobile.
Smartphone market also offers great advertising opportunities, with some of the most sophisticated targeting options. Highly targeted ads are more likely to attract users’ attention and deliver your message to the right audience. According to Google’s research 88% smartphone users notice mobile ads and 57% of those surveyed used mobile to research products advertised in other channels – like TV, press or billboard.
The good news is that if you haven’t started exploring the mobile space yet – it’s not too late to start. Some of the biggest national and international brands are still figuring out how to approach this opportunity, which means you still have a chance to get ahead of some of your competitors.
Your mobile marketing strategy
Where to start? If you have a website with an active Google Analytics account this is your first port of call. By using the Audience reports you can easily see the volume of visits coming to your website via mobile and tablet devices. You can even drill it down further to look at specific models and operating systems.
From there, it is your decision to either move forward and follow your customers or wait and potentially miss the boat. If your website is not mobile optimized, it’s very likely you are missing out already and you will probably see higher bounce-off rates for mobile devices in your Analytics reports. That means your potential customers are disappointed with the poor experience of viewing your site on a mobile devices and would rather check out competition that battle through it. And you can’t really blame them for it. So talk to your web developer about changing your website design to work on smartphones or check various WordPress options yourself. There’s really a lot out there you can do yourself.
And finally – do not underestimate the power of mobile advertising. If you want to promote a special offer, one-off deal or just find those users who are researching products you offer (sometimes literally standing in front of your business) mobile campaigns are the way to go. You can do anything, from Facebook offers targeted to a specific area, to Google search campaigns displaying promotional offers and contact details. The world of mobile is your oyster!