New marketing benchmark reports are revealing mobile device dominance across mobile-centric brands. In other words, any brand that uses online digital marketing to communicate to their consumers should spend more time on marketing for mobile-devices. More and more consumers will be accessing brand information over mobile-devices in coming years.
Kahuna, a mobile marketing automation software company, released their second industry mobile marketing benchmark report. The report revealed that more than 70% of customers of mobile-centric brands open emails on mobile devices.
CEO and co-founder of Kahuna, Adam Marchick, commented on the new study stating that, “While other benchmarks are finding that roughly half of all consumers are already opening their email first on mobile devices, the numbers become even more dramatic for customers of mobile-focused brands.” Marchick goes onto say, “Because mobile-first is quickly becoming a trend for marketers, it behooves them to watch these and other usage patterns.”
Another supporting study, reported by the Heartland Monitor Poll, found that 44% of users responded to their survey did so on a smartphone whereas 9% used a tablet. Mobile device use is becoming more prevalent for the younger demographic. Today, 60% of millenials use a smartphone as their “primary way to connect,” the survey also found. On the other hand, 60% of seniors used PCs.
For mobile-centric brands, this is supporting evidence that the digital revolution is moving in the direction of being more beneficial than concerning. Depending on the industry, Americans choose mobile purchasing for travel, books, movies, and music. On the other hand, on a localized level, Americans still prefer a personalized, high-touch service. As a result, less Americans support the notion that technology is taking away jobs. Instead, Americans believe technology is adding new jobs and employment opportunities.
Other Mobile Marketing Benchmarks Studies Revealed Q3 2015:
Opt-in rates on iOS and Android increased by 3.22% to 64% since the last Kahuna Index.
There is, however, some concern that permission changes from the Android 6.0 Marshmallow will disrupt the steady increase in opt-in rates for Android.
Messaging has an impact on churn rates and uninstalls.
Brands who show compelling and intelligent communication can increase 90-day retention by as much as 5X in certain categories. In some cases, users were also less likely to uninstall an application if they received a message within at least 30 days.
It is anticipated that acquisition costs will increase due to ad blocking.
Consumers are starting to take advantage of new ad-blocking tools. As a result, more brands are beginning to entertain an expansion of owned communication channels. Facebook just announced in their S.E.C. regulatory filing that, “if such technologies continue to proliferate, in particular with respect to mobile platforms, our future financial results may be harmed.”
For consumers, less ads means a more positive online user experience. As Millenials and generation Z lead marketing industry benchmarks, mobile device optimization will continue to be a dominant focus for brands going forward.