We all know the world is moving to mobile. But many mobile marketers feel like they have thrown a party and no one came. They have invested in mobile Web sites, applications and mobile ad campaigns only to be rewarded with miserable conversion rates. Where did everyone go?
The average U.S. consumer has 3.3 devices, according to Forrester Research, and 80 percent of millennials reach for their smartphones as soon as they wake up, Kleiner Perkins Caufield & Byers partner Mary Meeker has reported. Yet, for many companies, mobile conversion rates remain low.
Data shows that consumers’ propensity to make purchases on mobile instead of desktop varies by industry, from a high of 36 percent of purchases happening via mobile channels for retail marketplaces (sellers of niche products) down to 4 percent for sports-related purchases. That is not very surprising: For high-consideration purchases, you are more likely to pull the trigger when you are at a desktop or laptop computer, after weighing all the alternatives and making a deliberate and thoughtful choice.
By: Sean Huang is global mobile product lead at Quantcast, San Francisco.
The above is an extract of the original article available at: MobileMarketer