Online Marketing Campaigns Must Consider The Growing Tablet And Smartphone Market Says David Twigg Of OMC

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Adobe's report out last week on hand held device usage of the internet should be a wake up call for businesses to realise this audience needs managing better.

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The snowball effect of this non desktop growth is going to have some big casualties as there are some very sophisticated platforms built only for non hand helds that require substantial reworking to be hand held friendly.

The just released Adobe Digital Index Report tells a very interesting growth story of the use of tablets and smartphones. Before the original launch of the Ipad in early 2010, the tablet was a tiny niche market that had definitely not captured the imagination of the public and was considered irrelevant according to it's market share of less than 0.1%. However there were signs that the Ipad was generating market traction beyond the great media hype that surrounded it's launch when by January 2011 it's market share was 0.6%. Adobe now says tablets account for 4.3% in 2012 and by 2013 that figure will grow to 7.2% and in 2014 10.4%.

Regarding smartphone internet usage,Adobe says that it's share of the market has grown from 2.2% in 2011 to 6.1% in 2012 and it predicts growth to continue to 7.1% in 2013 and 9.2% in 2014. Combined tablet and smartphone traffic is heading towards 20% within 18 months according to Adobe.

The user experience is very different on smartphones to desktops due to the smaller screen size that users have to work with, hence minimalism and large buttons are the mantras of mobile phone friendly websites. “Internet traffic on tablets imitates that of desktops and laptops” says David Twigg of OMC. “there are subtle enhancements that websites can take advantage of to take for example the Ipad user experience to a higher level, but the bigger picture issue is that growth is so rapid in these hand held devices that some businesses are stealing a march simply by optimising their user's experience on them because take up in this area is still so low. On average out of the top 10 results for most Google searches you are lucky if clicking on more than one result gives you a positive experience, going forward this is a big competitive advantage.”

Forrester Research recently reported Mobile Commerce sales to be $10 billion in 2012 and predicted $31 billion by 2016, by which time Forrester says it will account for 7% of Ecommerce sales.Twigg says “Goldman Sachs recently predicted ecommerce sales will hit $1 trillion by next year. The snowball effect of this non desktop growth is going to have some big casualties as there are some very sophisticated platforms built only for non hand helds that require substantial reworking to be hand held friendly. Equally there are some businesses who's monetization strategy does not transfer easily onto mobile devices for example.” Facebook recently announced in their IPO update that they accepted their mobile platform was not generating meaningful revenue and yet the move from desktop usage to mobile usage of their social network was an avalanche.

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