Do you put mobile first?

As you may know, mobile devices now account for the majority of traffic to most social networks, leaving desktop visits behind. In fact, according to new statistics I came across by comScore, of the eight most popular social sites, LinkedIn and Tumblr are the only exception to this new trend, with a larger share of traffic coming from desktop.

Leading the way in mobile usage are Snapchat, Vine and Instagram, with respectively 100%, 99% and 98% of traffic coming from smartphones and tablets. This is hardly surprising, as all of these are closely related to camera use, the Internet Advertising Bureau (IAB) commented. But other social platforms are also seeing increasing mobile traffic. Facebook, for example, now has 68% of visits coming from mobile, while the figure is even higher for Twitter at 86%.

Some say these figures are to be expected, bearing in mind that in January 2014, 51% of British consumers owned a tablet and 73% had a smartphone. The vast majority of users shared the opinion that going online via a mobile device was easier than using desktop.

Meanwhile, brands appear to have finally got the message; the annual IAB report, released in association with PricewaterhouseCoopers, showed that advertising spend on mobile marketing nearly doubled last year, breaking the £1 billion mark for the first time. Mobile ad spending accounted for a total of 16% of digital advertising expenditure, up from 10% in 2012, the report revealed.

Are you adapting your marketing strategy in line with this growing trend?

Ben Hollom

April 17, 2014