Sending Email via Mobile up by 32.5%

Key takeouts:

  • The number of people who have paid for an item in a shop via their mobile is on the up. Globally 22% have now used their calling device as a mobile wallet, up from 14% a year ago.
  • Sending Email has grown by 32.5% over the last year from Q2 2012 to Q2 2013, while sending traditional text messages such as SMS has slightly declined.

via GlobalWebIndex – Mobile Activities.

63% in UK more likely to view a video ad on their mobile, if it’s on an entertainment app

Research by mobile ad network Mojiva found that 33% of people in the UK prefer to watch content on their phone at the time of their choice rather than their TV, and that 70% spend over 30 minutes a week watching video content this way.


Making calls is fifth most frequent UK smartphone activity

A study from O2 has found these averages:

Browsing the Internet is the most frequent activity on smartphones these days, accounting for 25 minutes a day, while more specifically, checking social networking sites accounts for 17.5 minutes of our time. Listening to music (15.5) and playing games (14.5) were also more popular than good old-fashioned voice calls, which apparently people only spend a little more than 12 minutes a day doing.

via It’s not good to talk: Making calls is fifth most frequent UK smartphone activity, according to O2 – The Next Web.

People have greater engagement with web when accessed from a mobile device

Research by MediaCom shows that people have greater engagement with the web when they access it from a mobile device.

It found that [tweetherder]after just 30 seconds of interaction with a mobile ad, the likelihood of a purchase increased by 6%[/tweetherder]. This increased again by 20% if a user is engaged by the ad for 90 seconds.

Facebook reported similar results.

It found [tweetherder]people who make their first purchase on mobile are 2.5X more likely to make a second purchase[/tweetherder] and they spend 8X as much money with a retailer over time.

via Six reasons content marketers need to think mobile | Econsultancy.

“People turn on their phones all the time to get little pellets of love. They want to see that people want to be in touch with them”.

via Econsultancy

Smartphones and tablets drive an increase in impulse purchases

Almost one-fifth (17%) of respondents to a survey from Rackspace said that mobile devices have increased their impulse purchases.

71% of this group said that the main reason for the increase in spending is that the process is so simple and the technology is so easy to use, while 27% said that the experience of shopping with smartphones and tablets is better than shopping in-store.

Clothes are the most popular impulse buy for 41% of mobile shoppers, followed by books (35%), music (32%) and fast food or takeaways (14%).

via Smartphones and tablets drive an increase in impulse buying online | Econsultancy.

25% of UK consumers have made a purchase using their mobile

The number of consumers that have made a purchase on mobile has roughly doubled in the UK since 2011 from 13% to 25% of consumers.


The report also shows that consumers are increasingly using their smartphones to shop around and research product information while in-store.

In the UK 43% of respondents said they had used their mobile to compare prices and look at product reviews while out shopping, up from 19% in 2011.


via 25% of UK consumers have made a purchase using their mobile | Econsultancy.

20% of mobile owners say mobile ads have influenced a purchase

“48% claim mobile and PC advertising have influenced a purchase decision (compared to 55% from mainstream TV advertising).

This influence is directly relating to brand sales both on and offline, with a fifth of respondents stating mobile advertising influenced their subsequent in-store purchase and 21% stating it influenced them to buy via their mobile.”

via Econsultancy using data from the UK Mobile Media Consumption Report for Q2 2012

Research from Periscopix shows that between 7.30pm and 9pm more people click on tablet ads than on mobile ads, while for the rest of the day mobile clicks track slightly above tablets.

Click-throughs from tablets account for around 11% of all clicks at 7pm rising to 14% at 9.30pm, compared to 10% and 12% respectively from mobile.

The vast majority of clicks (80%) still come from desktops but this starts to decline at around 4.30pm as people begin to leave work.

via 10 interesting digital marketing stats we’ve seen this week | Econsultancy.