BII MOBILE INSIGHTS: Mobile Marketing Stats You Should Know

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Your CMO May Be Your New CIO: What That Means For Enterprise Mobility (Forbes)
Marketing understands new technologies better than IT. Social media is the most obvious example. Also, mobile marketing and mobile commerce are two fast-growing fields where understanding the technology is less important than understanding customer behavior. But so are collaboration and unified communications, technologies that are generally easy to use but which require an information-sharing mindset to take advantage of them. Isn’t that what marketing is good at? Many companies are starting to create a new position to help bridge that marketing-IT divide. Whether via revolution or managed change, the balance of power in technology is shifting inside enterprises. That can only be good news for mobile.

More Companies Are Designing Their Site For Mobile (Econsultancy)
More companies are responding to mobile trends and designing websites for phones and tablets, but many are still not even testing how their sites look on mobile devices. According to Econsultancy's Conversion Rate Optimization Report, the proportion of organizations designing their websites specifically for mobile phones has increased from 25% to 35% since 2011.

designing mobile websites

However, the majority of organizations are still not designing their websites (61%) or conducting usability testing (55%) specifically for either mobile phones or tablets.

mobile testing

They need to think again, since optimizing for mobile works: 62% of companies that designed a website specifically for mobile and 64% that designed a site for tablets had increased sales.

More Reasons To Have A Mobile-Friendly Site (Business 2 Community)
A mobile-friendly website needs to be carefully planned to make sure that users viewing your site on a smaller screen or over 3G can get access to the important information that they need without compromising their user experience. Since 61% of companies aren't optimizing for mobile, per the article above, here are more reasons why you should:

Mobile now accounts for 10% of internet usage worldwide
1.08 of the world’s 4 billion mobile phones are smartphones
Apple and Android represent more than 75% of the smartphone market
7.96% of all web traffic in the U.S. is mobile traffic
29% of mobile users are open to scanning a mobile tag to get coupons
39% of instances where a consumer walks out of a store without buying were influenced by smartphones
91% of mobile internet access is for social activities, versus just 79% on desktops
Over 1/3 of Facebook’s users access Facebook Mobile; 50% of Twitter’s users use Twitter Mobile
QR code scans increased 300% in 2011 compared to 2010
The average tablet user spends 13.9 hours per week with the device

There are 15 more where those came from in the article.

Mobile Marketing Stats You Should Know (Sigma Web Marketing)
Has the growth of mobile caused you to invest more in your mobile business strategy yet? It's time to get serious about your mobile marketing strategy, since ~47% of Americans own smartphones, according to comScore. Adding a mobile business strategy to your workload may seem a little daunting, but you should consider it. Even if it means starting with mobile-optimized emails. Or optimizing your website for mobile visitors. Here are more stats you should know, these are focused on email:

If all U.S. mobile internet time was condensed into an hour, 25 minutes of it would be spent on email
74% of smartphone owners use their devices to check their email
The entertainment, finance, publishing, and social networking industries see above average mobile email views compared to other industries
27% of emails were opened on a mobile device during the second half of 2011, up from 20% during the first half of 2011
From April to September in 2011, mobile email opens increased 34%, while webmail and PC opens decreased by 11% and 9.5%, respectively

How are you planning to start or expand your mobile strategy in 2013?

Uncle Sam Wants You To Optimize Your Content for Mobile (A List Apart)
A large and growing minority of internet users in the U.S. are mobile only. By 2015, more Americans will access the internet through mobile devices than through desktop computers, according to IDC. The United States’ Digital Government strategy outlines a customer-centric approach to optimizing content for mobile. A few highlights from the U.S. government’s approach that you should consider for your organization:

Manage structured content
Treat content as a service
You can do it; start now

It’s not too late, but the time to start is now. Develop a roadmap and put a strategy in place to start publishing your content on mobile devices.

No Mobile Website? You're Probably Turning Customers Away (Entrepreneur)
If you still don't have a mobile-friendly version of your website you're most likely turning away potential customers without knowing it. Nearly half of all U.S. adults use a smartphone, according to the Pew Internet and American Life Project. Ninety percent of those smartphone owners say they use the device to check email and surf the web. That's not counting people who use other mobile devices, such as tablets, to access the web. With mobile internet traffic on the rise, you might think small businesses are developing mobile-friendly websites. But you'd be wrong. With more people using their mobile devices to access information about companies, business owners need to think about how their website displays on smartphones and tablets. If content isn't easy to read and access on a smaller screen, customers might go to the next shop down the block instead.

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