BrightEdge, a content marketing platform vendor, released its Mobile Share study that revealed that smartphone users have much lower conversion rates than those viewing content on other devices.
Desipite a 125% increase in mobile traffic, users accessing content on smartphones convert at a rate 0.3 times that of tablet and desktop users. This presents a challenge for marketers as they seek ways to monetize mobile and connect with buyers, according to company officials.
Software/technology, financial services and real estate were among the industries that experienced significant growth in mobile traffic compared to desktop, according to the study.
“Despite rapid and continuing growth, mobile remains a largely untapped opportunity for marketers,” said Jim Yu, CEO and Founder of BrightEdge. “Brands that learn how to leverage mobile and understand content on in terms of traffic, engagement and revenue stand to deliver staggering results in both customer loyalty and ROI.”
The study tracked the business impact of mobile usage across 6,000 brands and analyzed more than 5 billion web pages to quantify how mobile performs against the traditional desktop in driving conversions.
