As has been the case for the past while, the start of a new year brings a whole host of predictions, rich with content about the importance of mobile (thankfully, this year we avoided the dreaded 'year of mobile' proclamations).
For PPC campaigns this year, one of the key challenges will be ensuring that the opportunity for increased sales via mobile traffic is efficiently and profitably taken.
Before we focus specifically on PPC traffic, there have been some really interesting statistics published recently to help put into context just how important mobile traffic will be this year:
- 61% of shoppers used a smartphone before a shopping trip, spending more on average than those who didn't.
- In 2013, the percentage of in-store sales where mobile phones were used as part of the shopping journey in the UK stood at 6.8%. This equates to £18bn of sales, a figure 45% up on 2012.
- For John Lewis, sales from click-and-collect jumped 60% compared with 2012.
- In the grocery market, as much as 15% of UK sales, worth £900m, is thought to have been booked online between 20 and 23 December.
- Rising consumer confidence coupled with the convenience of purchasing on a hand-held device has contributed to 50% of year-to-year mobile commerce growth in 2013 over 2012.
- 40% of all PLA (product listing advert) clicks will occur on smartphones by the close of 2014.
As expected, the trend of visits continues in an upwardly motion, but importantly, the role of mobile traffic in the path to purchase is becoming more important (be it by influencing decisions, or as is happening more and more, the purchase itself).
Full Article here