Warc, 15 August 2013
NEW YORK: As consumers spend more time on their mobile
devices, the level of online conversions taking place via this channel has
increased significantly in the past year, a new study has found.
For the report, AOL and the University of Virginia School of
Engineering and Applied Sciences analysed more than 500bn online ad impressions
served by AOL Networks between 2012 and 2013, and 100m 'conversion events'
across mobile phones, PCs and tablets.
The results indicated that mobile's share of conversions had
risen by 28% and now stood at an average of 31% across the telecom, retail,
auto, and travel sectors. Categories such as consumer packaged goods were not
considered for the study.
Chad Gallagher, director of mobile at AOL Networks, said
this figure was "much higher than what I thought it was going to be, and
much higher than what marketers think it's going to be."
He suggested to MediaPost that it was around twice what
might have been expected.
For the sectors reviewed, telecom, at 37%, had the highest
rate of mobile conversions, closely followed by retail on 35%.
Auto registered 22%, with conversion here being defined as
finding a local dealer, requesting more information or configuring a car, while
travel scored 20%.
Tablets, and especially iPads, were found to be especially
effective for ads. Some 65% of conversions took place on these devices, with
the Apple product taking the lion's share on 85%.
Smartphone conversions, however, were evenly split between
the iPhone and Android-powered devices.
The study also found that, despite the appellation of
mobile, 75% of all mobile ad impressions were viewed at home.
"The reality is, it's mom, at night, with the TV
on," said Gallagher, adding: "When you change that image, it changes
everything about how you think about mobile."
Gallagher added that many marketers were still running
campaigns aimed at desktop users and suggested they needed to refocus on mobile
and ensure they could track conversions across all platforms.
"You need to ensure that every single technology can
run across all platforms or you're missing out on a third of your potential
business," said Gallagher.
Data sourced from MediaPost; additional content by Warc
staff
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