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Digital Advertising: Smartphone vs PC

  • Comparison between the evolution of eCommerce and mCommerce

As it emerged from the first seminar of the year made by IAB Italy, in 2015 mobile advertising has grown exponentially compared to 2014 (10%) with a + 50% in terms of advertising sales with a value of 462 million while the Internet advertising has reached 2.15 billion and is now worth 30% of the total media advertising investment.

The growth is mainly led by social networks, whose value has almost doubled, and representing 60% of the ad revenue. Even videos and rich media have experienced a rapid growth thanks to ads served on mobile devices.

In fact, the smartphone has become the tool that is rewriting the rules of our daily lives and is at the core of the evolution of the technological growth. A simple figure to prove it: mobile advertising will represent 92% of new advertising expenses expected in the next three years.

Despite the growth of both the number of mobile devices and of the mCommerce (whose value in 2015 reached 10% of the total eCommerce and is expected to rise up to 15% by the end of 2018), Italians buy preferably from desktop.

According to the Politecnico di Milano 77% of users (about 3 out of 4) use the phone for operations related to the purchase of goods and services while 31% say they use the web to get information before purchasing, but this does not mean that they are ready for a direct conversion.

In fact, before completing the conversion process today's customer needs more information than that provided by a smartphone, mainly because of its verticality and the size of its screen, and for this reason he prefers to conclude the purchasing cycle on a desktop device.

In the first quarter of 2016, 70% of users have made a purchase from a traditional PC, demonstrating greater comfort or lack of confidence to use mobile devices in purchase of goods or services.

For this reason it is very important to develop cross-device strategies that need to be responsive not only for what concerns the content but also for the UX (user experence), trying to maximize the engagement and to smooth out the migration between devices.

Navigation on mobile devices can then be considered as an assist for the awareness increase and as a fundamental step towards the final conversion for the conclusion of the purchase cycle.

E-Business Consulting, a company specializing in digital marketing, is responsible for the implementation of effective Mobile Marketing strategies for each type of business. The planning starts from the creation of the graphic material in Responsive format, to ensure the usability on mobile devices, and ends with the analysis of subsequent results from the continuous monitoring of the campaign.