NEW MEDIA INSIGHTSFOR LOCAL ADVERTISERS

Salesforce’s forecast for the use of the mobile channel during the 2018 holiday shopping season is stunning. It expects more orders (not just shopping) will be placed from a mobile phone, or 46%, compared to 44% for computers and 9% for tablets.

Not only will mobile phone’s ordering preference be a first for any holiday season, but also the channel will account for 68% of all e-commerce traffic, a 19% increase from 2017. Maybe, even more amazing, Christmas Eve is when mobile traffic is estimated to be its highest, with 72% of all visits and 54% of all orders.

This forecast should be all the reason your prospects and clients must understand how consumers use the mobile channel for the holidays and into 2019 and beyond, because it’s very likely (almost guaranteed) mobile shopping and purchasing will only increase.

Mobify’s 2018 Q3 Mobile Commerce Insights Report provides many of the details about consumers’ use of the mobile channel. For example, 68% of mobile shoppers start the shopping/purchasing journey on non-product pages, which are typically the homepage, blog pages, promotional pages, etc.

Mobify recommends brands and retailers identify which pages on their mobile Websites are the most popular and

convert them into Accelerated Mobile Pages (AMP), so consumers land on those pages first from their searches.

Another insight from the Mobify data, which seems quite intuitive, is shoppers who advance to the cart stage of the mobile-buying journey (the 4th of 6), are 33% more likely to return to the site within 7 days.

In addition, when shoppers add an item to their cart, their return rate to make a purchase within a week is 2.6%, compared to 0.17% for those who don’t add an item to their cart.

The Future Is Now for Mobile and Video

Where Consumers Start Their Shopping/Purchasing Journey on Mobile Websites, Q3 2018

PAGE PERCENT

Non-product 68%

Product-list page (PLP) 13%

Product-display page (PDP) 16%

Cart 3%

Checkout 2%

Mobify, October 2018

Consumers’ Rate of Return to a Mobile Website, Based on the Funnel Steps, Q3 2018

FUNNEL STEP PERCENT

Non-product 13%

Product-list page (PLP) 17%

Product-display page (PDP) 21%

Cart 33%

Checkout 38%

Purchase 29%

Mobify, October 2018

Sources: Salesforce Website, 11/18; Mobify Website, 11/18; Brightcove Website, 11/18; Nielsen Website, 11/18. Prepared: November 2018© 2018 Media Group Online, Inc. All rights reserved.

Marketing Videos Are Primary Drivers of PurchasesMobile’s appeal as the primary channel through which consumers shop and buy may be increasing, but marketing videos are proving to be a direct impetus to purchase for a great majority of consumers.

A September 2018 Brightcove survey of 4,446 adults in the US, UK and Australia found 76% said they had made a purchase after viewing a marketing video. Not surprisingly, the percentage was even larger among adults 18–34, at 85%, especially when the video explains the product or service.

Data from Nielsen’s Q1 2018 Total Audience Report supports the last entry in the table above, “engage with a brand after watching video on social media.” According to the Nielsen research, 64% of smartphone users and 46% of tablet users are viewing video content on social networking sites/apps at least once per day – and the percentages are significant for all age groups.

Adults 18–34 also rated the value of marketing videos more than all adults 18+.

Not surprising, the Brightcove survey found adults value video the most when shopping for personal electronics.

Consumers’ Reactions After Viewing a Marketing Video, September 2018

REACTIONADULTS

18+ADULTS 18–34

Made a purchase 76% 85%

Video with a call-to-action was helpful 45% 57%

Want shoppable video 23% 30%

Engage with a brand after watching video on social media 53% 66%

Brightcove (YouGuv), November 2018

Percentages of Adults, Who View Video Content on Social Networks/Apps on Mobile Devices at

Least Once Per Day, Q1 2018AGE GROUP SMARTPHONE TABLET

Adults 18+ 64% 46%

Adults 18–34 72% 57%

Adults 35–49 61% 45%

Adults 50–64 62% 43%

Adults 65+ 47% 29%

Brightcove (YouGuv), November 2018

Adults’ Perceived Value of Marketing Videos, September 2018

VALUE PERCEPTION ADULTS 18+ ADULTS 18–34

Video is most memorable form of content 21% 29%

Video is more engaging than other content 45% 56%

Video is the most preferred brand communication

36% 46%

Brightcove (YouGuv), November 2018

Product Categories For Which Consumers Value Video, September 2018

CATEGORY PERCENT

Personal electronics 56%

Home appliances 52%

Tools 48%

Computer software 47%

Apparel & makeup 35%

Personal care 27%

Brightcove (YouGuv), November 2018