double impact

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To engage online service seekers, brands need to create great mobile experiences at both ... websites and apps. Phone nu
DOUBLE IMPACT: ENGAGE ONLINE SERVICE SEEKERS OPTIMIZE MOBILE EXPERIENCES AT TWO KEY POINTS IN THE PATH TO PURCHASE Mobile on the Rise

2014

89%

Mobile usage will exceed desktop usage

of online service seekers use mobile devices

2017

141

Tablet usage will be double that of PCs

average minutes a day adults spend using mobile devices

Double Impact RESEARCH

CONNECTION

Smartphones are where online consumers discover and explore brands

They then use mobile to take action with a brand

65%

85%

start researching (reviews, articles, videos) on a smartphone…

use a map

(to find the business)

74%

60%

then switch to another screen

switch to PC

visit website

(to take action)

4%

70%

switch to tablet

click to call

(to book an appointment)

Breaking Bad

35%

6/10

of consumers can’t find the answers they want on mobile websites

go elsewhere when they can’t find what they need

Making Good To engage online service seekers, brands need to create great mobile experiences at both the research and connection stages.

ADVERTISE to help them research

OPTIMIZE to help them connect

Half of users who see online-services-related advertising find these ads appealing at the research phase

Faces humanize your websites and apps

Ads are more likely to trigger action when viewed on smartphones or tablets

Big, finger-friendly buttons make your sites easy to use

SOURCES ComScore, 2012 Google & Ipsos Multi-Screen Study, 2012 & 2013 Gartner, 2013 Google & Ipsos Click-to-Call Study, 2013 Google & Sterling Online Services Cross-Device Study, 2013 AdAge, August 19, 2013

Phone numbers you can instantly ‘Click to Call’

Save option to avoid customer frustration