The rise and rise of mobile in an increasingly digitised world is one of the main take-outs from the 2015 Internet Trends report from KPCB.
Released last week, the comprehensive and respected report unpacks global digital data and delivers key trends in the internet space. Here, we share three of the main findings from this year’s report – and what they might mean for your business.
Huge opportunity for mobile ad spend
Of their annual advertising budgets, US companies spent just 8% on mobile advertising in 2014. This is despite the fact that consumers spent 24% of their media consumption time on their smartphones.
Compare this to print advertising – where companies allocated 18% of their budgets, despite consumers only spending 4% of their time poring over print.
Take-out: Companies should be exploring ways to leverage mobile for advertising, and reallocate budgets to reflect the changing media consumption habits of consumers.
Social ‘buy’ buttons could transform eCommerce
Twitter, Facebook and Google are all experimenting with in-ad ‘buy’ buttons, to capture a consumer’s attention at their moment of interest with a product. It’s a trend that could give eCommerce giants like Amazon a run for their money – and will potentially transform the way that big brands approach social.
Take-out: At FirstClick, we’ll be monitoring the use of the ‘buy’ button across all channels and platforms. With the right integrated eCommerce technologies in place, it may prove a simple and very viable addition to your social strategy.
Mobile messaging a game-changer for shopping
Mobile messaging has hit an all-time high, with 1.1 billion users between WhatsApp and Facebook Messenger alone. Already, some retailers are riding this trend – introducing the ability for consumers to engage with shop assistants, and ultimately purchase products, via messaging apps. Nordstrom in the US is one example.
Take-out: There’s no doubt that mobile commerce is on the rise, and messaging apps will play a key role in transactions. Finding the right app and building a seamless path to purchase will be key to success.