A Closer Look at Mobile Marketing in 2015


By now you’ve probably adjusted your marketing strategy to accommodate the growing number of mobile users, and that’s a good thing. Though the mobile landscape continues to grow, we’re moving in the direction of relying on mobile devices for everything from browsing to educating to making purchases. But exactly how do mobile users stack up to traditional desktop users in terms of conversions, search and multichannel marketing? Let’s explore.

JHB Marketing & Smart Insights put together an informative infographic to tell the story of mobile marketing in 2015. Here are some of the highlights from the infographic.

Importance of Mobile

Do you ever wonder just how important mobile marketing is? ComScore revealed last year that the majority of US Internet users are on mobile devices more than laptops or desktops, and they spend a large chunk of their time consuming digital media within applications.

The average percentage of time spent on apps is around 86% compared to 14% for mobile web. The majority of mobile users say that they use apps every day. What does this mean for your business? Having a mobile app is a great way to connect with your audience and encourage them to engage with your brand.

Conversion Rates

Even though mobile users are an important demographic, they are not as likely to convert as you may have thought. According to recent research from 2014, smartphone users are less likely to convert than tablet users and traditional users. Part of this comes from the fact that mobile users have different motivations than desktop users. Mobile users, for instance, may shop casually during their morning commute or lunch break, while desktop users may be ready to make a purchase.

To improve conversion rates, have an optimized website and a mobile app that meets the needs of both types of customers.

Multichannel Marketing

Multichannel marketing is the ability to interact with customers on multiple platforms. It’s your job to find creative ways to enhance communication on these channels. Research shows that mobile users interact with their smartphones before making a purchase. They’ll even do this while they’re in a store. In fact, 90% of smartphone shoppers use their mobile devices to compare prices, read reviews and make purchase decisions.


Mobile users are more active than ever before, and they use their smartphones for just about all stages of the customer journey whether it’s researching products, reading customer reviews or making price comparisons in the store. Mobile users have different content and experiences they are interested in, and some say they should be placed higher than other customers. Though we have a long way to go, especially in terms of conversion rates, mobile users are the future of customers.

Need help boosting your mobile marketing strategy? Want to understand your mobile audience better? Call WSI at 732-252-6025 to give your marketing strategy a makeover that will drive traffic, conversion rates and sales.

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