By: Ljubica Vukčević
More than 1.2 billion people worldwide use a mobile device. On average, users spend 2.8 hours on their smartphones every day, compared to 2.4 hours spent on desktop computers, according to Direct Media United Solutions report on media trends in 2019.
By the end of 2019, 79% of total mobile adspend will go to smartphones, and in Serbia, in 2017, 44% of total digital adspend was spent on mobile phones, with 98% growth. As much as eighty percent of the time spent on social media is through a mobile phone, while 89% of the mobile phone usage relates to apps.
With so many people using mobile devices and having internet access almost everywhere they go, the importance of mobile marketing is obvious. But what is the most important thing to pay attention to?
The rule of progressive web apps is nigh
Progressive web apps are the advanced technology that quickly responds to user interactions with smooth animation and work for every user, regardless of their search engine selection. By 2020, progressive apps are expected to replace 50 percent of general purpose mobile apps.
Mobile indexing is mandatory
In late 2016, Google announced that it would no longer index websites based on their desktop iterations, but mobile phone versions. This means that mobile presence must feature great content, quickly loading pages, the buttons must work on touch screens, and photos and text must appear in places where they are supposed to be. According to information from the Google statement, over 50 percent of search queries in the world come from mobile devices. So a site must have good performance in order to get high ranking.
Speed on mobile is important
According to one research, when a page takes more than three seconds to load, the rate of cancellation of visits increases to 53 percent.
Mobile advertising in Serbia?
According to TGI Serbia, 63.7% of people aged between 15 and 69 own a smartphone. In its latest research, RATEL Serbia reveals that 83% of Internet users access the net over a smartphone. Also, Gemius research shows that the weekly reach of pages through mobile is only 5% lower than through desktop computers (75% vs. 80%)
Although mobile advertising was up 98% in 2017, investment in mobile advertising (around 30% of total investment in digital advertising) still doesn’t keep pace with the use of mobile phones (64% of all page opens is via mobile phones), according to the Direct Media United Solutions’ report on media trends which you can read here.
