The incredible growth of the smartphone market has given rise to the notion that mobile is ‘the future’ of the internet. Data released by IBM, through its Digital Analytics Benchmark marketing software, would certainly appear to corroborate this.
Indeed, the software, which tracks the buying activity on retail sites throughout the web, found that traffic generated through the use of mobile devices accounted for 48% of all online traffic on Christmas Day 2013, compared with 19.7% a year earlier – a staggering rise of 28.3%!
Great news for sites that put a lot of effort optimising for the site mobile use. Let’s take Metro Play Casino for example. Their mobile site has been designed with ease and speed in mind so the user can access their games instantly. Meaning they can play more and rush less. The increase in mobile traffic indicates people are playing their favourite slots games wherever and whenever they can. On the bus on the way to work, sat in the Doctor’s waiting room, even at home if a computer is out of reach.
So what are the reasons for the rise?
Mobile traffic has been driven by the increasing popularity of both smartphones and tablet devices, with the latter in particular seeing a sharp rise in sales. This leads to the very real possibility that the tablet market will outstrip those of the PC and notebook markets combined over the coming year.
According to the data provided by IBM, mobile sales were up by 40% on Christmas Day 2013 compared to 2012, the devices themselves making up 29% of all sales during the Christmas period – a rise of 16% on the previous year.
Yet only 9% of online sales were completed using smartphones, whereas tablets were used to complete 19% of all purchases, illustrating the long held belief that people prefer using tablets to make purchases as they feel that they are more secure.
With regards to the smartphone devices used to generate traffic in the period immediately following Christmas Day, it would appear that as stated in an article by Marketingpilgrim.com: “that lots of people got brand new iPhones for Christmas”.
Indeed, iPhones generated a whopping 76.1% of traffic generated by smartphones. Apple’s nearest rival on this chart, Amazon, showed its Kindle Fire Tablets generated 9.4% of all mobile traffic, with all other devices seeing a fall in usage in this regard.
Rise in social media
The aforementioned Marketingpilgrim.com article, rightly refers to the combination of mobile and social media by saying ‘get used to it because it’s not going away’.
Social media has in many ways become synonymous with mobile devices and it seems obvious that advertising on sites like Facebook have an influence on sales. The data provided by IBM illustrates that social media has also played a significant part in the rise in online sales, with Facebook in particular referring customers for an average spend of $72.01 (£44 approx.).