iBeacons and geotargeting are becoming mainstream tools for marketers, according to CMO.
A US-based team doing research on mobile marketing found that:
- 18% of mobile marketers are using Apple iBeacons, and this is expected to double in 2015.
- 49% of marketers said they would use device positioning to deliver content and 48.8% plan to add these capabilities to their mobile marketing arsenal over the next year.
Adobe research found that:
- 33% of average mobile users take advantage of mobile assisted in-store shopping.
- 9% have used mobile wallets in the past three months, and this rises to 22% for ‘mobile elite’ users.
- Bounce rates for referrals from social netowrks are higher on mobile devices (61%) than desktops (53%).
The Adobe Digital Index team looked into other mobile dynamics and trends including social channels. They found that:
- Pinterest is the most mobile social network and 64% of its referred traffic comes from either smartphones or tablet devices.
- Twitter is at 62% and Facebook at 41%.
- Tumblr produced the highest revenue per visit from mobile devices at $2.57 and Facebook was second at $1.85.
The Adobe Mobile Benchmark Report was based on aggregate data from 18 billion visits to retail, media, entertainment, financial services, and travel websites in June, along with behavioral data from companies using Adobe’s Marketing Cloud solution, Analytics and Mobile Services platforms. This encompassed 700 million mobile app use sessions, more than 10,000 US websites and apps, and 3000 mobile users.