A hefty slice of the Thanksgiving holiday shopping pie came from smartphone-only mobile commerce, with an estimated increase of 221% over last year. This is according to Branding Brand, a mobile commerce platform that singles out smartphone-optimized website traffic. Looking at data from 66 mobile sites for retailers like Costco, Crate and Barrel and Dick’s Sporting Goods, Branding Brand found that Thanksgiving Day visits were up 103% – resulting in over 3 million visitors, nearly 30,000 orders and an average order value of $81. The company also reported that smartphone Black Friday sales from the same mobile sites were up 128%, with nearly 51,000 orders, each averaging about $79.
Fat Fingers No Fear For Full-Screen Ads
No more Fat Finger Syndrome. Full-screen ads virtually eliminate that long-standing hazard of the banner ad, so said ValueClick’s Greystripe General Manager Kurt Hawks. Hawks pointed out that an internal study at Greystripe indicated that full-screen ads generate a conversion rate five times higher than small banner ads. He noted that, according to a Harris International estimate, 47 percent of small banner clicks are accidental – a problem commonly associated with oversized feelers. In addition, he said that larger smartphone screens and creative ad placement make full-screen advertising a key marketing strategy for 2013.
Source: Mobile Commerce Daily
Pandora and Twitter Make Magic With Mobile
According to analytics firm comScore, Pandora and Twitter mastered the mobile market in the month of September, with larger audience shares in mobile visits than desktop use. A study of user traffic revealed that Pandora can boast of a mobile audience nearly twice the size of its desktop counterparts, with 48.6 million visitors to 22.6 million. For Twitter, the lead was more narrow but impressive nonetheless, with mobile outpacing desktop use by 36.8 million to 30.6 million. ComScore VP of Industry Analysis Andrew Lipsman said, “It conforms to how people experience media brands on a day-to-day basis.”
Mobile Drives Social Media Growth
We are spending a lot of time socializing on our mobile phones – without ever making a call. According to the Nielsen Social Media Report 2012, time spent on mobile apps and the mobile web account for 63 percent of the year-to-year growth in time spent using social media. Of the nearly 160 billion minutes spent on mobile in July 2012, Americans report that 30 percent of that time is spent on social networks. A whopping 46 percent of social media users say they use their smartphone to access social media.
Lisa Ciangiulli, Director of Marketing for Alcatel-Lucent Global Advertising Solutions, where she has been instrumental in the development and marketing of Optism, Alcatel-Lucent’s powerful permission-based mobile advertising solution. In this role, and throughout her career, Lisa has spearheaded efforts to encourage cooperation between players across the ecosystem with the ultimate goal of enabling closer communication with the consumer. In May 2010 she was named to the Mobile Marketing Association (MMA) North America Board of Directors. You can follow her on Twitter (@LisaCiangiulli).