New Report Assesses Content Consumption on Mobile Web

Content on 10-inch tablets is mostly shared by email, while content on mini-tablets and the iPhone is more often shared through Facebook. That’s one of the findings of a new report about Content Consumption on the Touch Web.

The report, by tablet publishing and ad provider Onswipe, is based on more than 150 million touches per month that the New York City-based company registers on its platform.

More Sharing on iOS

On minis and the iPhone, the study found that email remains the second choice for sharing, at 29 percent for minis and 32 percent for the iPhone compared to 42 percent for Facebook sharing on minis and 50 percent on the iPhone. On 10-inch tablets, the numbers are nearly reversed, with 48 percent of users sharing via email, compared to 32 percent through Facebook.

Twitter sharing is less consistently related to decreasing device size than Facebook sharing. Thirteen percent of sharing is conducted through Twitter on the larger tablets as well as on smartphones, compared to 24 percent on minis. For all three platforms, sharing through Pinterest is five percent or less.

Mobile Device stats Sharing

The report also found that, despite the huge popularity of Android-based smartphones and the growing popularity of some Android-based 10-inch and mini tablets, iOS-based tablets still account for an overwhelming portion of content sharing — 75 percent of shared content, versus 22 percent for Android.

e-Readers Linger

Interestingly, while iOS device users overwhelmingly employ Apple’s Safari browser (75 percent) for touch-based content, and Android device users nearly universally use the default Android browser (97 percent), Google’s Chrome browser is about equally popular on both platforms (2.33 percent on iOS versus 2.13 percent on Android).

Mobile Browsers used
 

Onswipe found that, although there are many more iPhone users than iPad ones, more than half (54 percent) of all mobile web traffic comes from iPad users. It also said that users of a tablet such as Amazon’s Kindle Fire, which is marketed with a slant toward e-reading, spend substantially more time on sites than those who own the Nexus 7 or the iPad tablets. The report said the reason could be that Fire owners tend to favor long-form content, such as e-books.

However, size does not necessarily matter in this regard. Owners of seven-inch, fully-featured web tablets, such as the Nexus 7, spend the same time on web sites as do those who have a 10-inch tablet like the iPad.
 

 

 

Source : cmswire[dot]com

Adobe's Global Digital Advertising Update Sees Increase in Social Engagement and Mobile Traffic

Adobe has released their Q3 2012 Global Digital Index Report, which analyzes and reports the findings on social engagement and paid searches.

Adobe is pretty focused on the customer experience. The provider of digital marketing solutions conducts a lot of research into trends in its industry. In August we saw research pointing to the growth of mobile for online shopping.

Now we dig deeper into the what's happening in the digital advertising industry today and where it is headed next year. The data in this report (Q3 2012 Digital Advertising Update) came from over 260 billion impressions for 338 companies and the activity of 70 million fans — taken from Adobe AdLens and Adobe Social.

Search Trends

Web traffic has started to shift in more of mobile route with the increase of smartphones and tablets. At the same time, search spend is also increasing in the US, UK and Germany, despite a bad economy, demonstrating how important search still is in the marketers arsenal of advertising tools.

ROI and Spend

• Searches and ROI has been growing in the U.K, U.S and Germany over the past year. In the US search spend was up by 11 percent, and ROI improved by 26 percent. In the UK and Germany spend was up by 36 percent and 25 percent, respectively, YoY.
• The percentages that were related to specific search engines in the last quarter didn’t change much. Bing/Yahoo! increased by one per cent, while Google declined by one per cent.

Click Volume and CPC

• Click volume had a surge of activity over the last quarter. Google, which was down in the last quarter has slowly been improving. Their average for this quarter was up 21 percent YoY, while Bing/Yahoo decreased to 11 percent YoY.
• Google CPCs were down 10% YoY, and the report points to the increase in mobile clicks as part of the reason for this.

Mobile Devices

Overall search spend has increased across all devices, but conversion rates, CPCs and ROI varies widely. Conversion rates vary by device and OS, with iOS nearly double those of Android. This supports the idea that marketers need to organize their search spend differently across devices.

Social Engagement

Facebook has become a key source for companies to spread their brand. According to the advertising update, engagement, which is defined as likes, comments and shares, on the social network grew about 896 percent YOY. It was determined that increased engagement is partly a result of platform updates (specifically Timeline), new metrics for acquisition and engagement, and more effective social marketing. 

Forecasting Search

Adobe is expecting search to have a strong retail season, with a prediction of 15-20% growth in both the US and Europe. It also expects CPCs to increase due to the holiday season and to Google Shopping transitioning to a paid model. Paid search clicks are also expected to continue to increase from mobile devices (smartphone or tablet). And finally, expect that Facebook advertising will grow.

Report Conclusions

• Social Engagement is becoming a key and valuable tool that should be used when marketing a product to a general or specific audience.
• Search should also continue to be part of the marketing tool set as it continues to grow, especially on mobile devices.
• Marketers should spend time forming a plan on how to make search spend part of their tool set, as it is becoming important to digital marketing. 

 

 

Source : cmswire[dot]com