Mobile devices are quickly gaining momentum in the ecommerce space. According to an IBM Digital Analytics Benchmark, mobile users made up 27.6% of 2014’s Cyber Monday sales – which represents a 27% increase from the previous year. Overall, mobile devices drove 41.2% of traffic for ecommerce sites that day. If you don’t spend any time trying to target mobile users in 2015, you’re going to lag behind the competition.
Currently, both tablets and smartphones fall under “mobile devices,” but they are actually used quite differently. Tablets aren’t as portable as smartphones, so they are primarily used at home for relaxed entertainment, like movies, ebooks, and general Internet browsing. On the other hand, users are more likely to carry their smartphones everywhere and use them sporadically. If you really want to target mobile customers like a pro, you’ll need to understand the shopping habits of both smartphone and tablet users.
According to a Nielsen study, tablets are mostly used for completing purchases and researching products. Smartphones are mostly used for comparison shopping, couponing, and finding store locations/contact information. Using this knowledge, you can create more efficient and targeted marketing campaigns. For example, you can push news and reviews about your products to tablets, and promotional offers to smartphones. Since lots of time on mobile devices is spent using social media, buying social ad space has good ROI potential.
However, none of that will matter if your site isn’t optimized for mobile devices. By designing your mobile site in favor of mobile-centric capabilities, you can increase the chance of getting even more mobile conversions.