Mobile world: why invest in mobile in 2021
If you are a merchant and you are wondering how to increase your sales when they seem to be going through a stalemate, investing in mobile marketing can be a viable and very effective option.
When we talk about mobile marketing we mean the set of marketing activities with the object of mobile devices, such as smartphones and tablets.
The main categories of mobile marketing include app marketing activities, which consist in the use of mobile apps to communicate directly with users. It is a particularly effective channel in terms of potential customers and the consequent economic return for companies. Here are some data that show why it’s important to invest in the mobile world.
Statistics in Italy in 2020
How much is the smartphone present in our lives?
The Global Connectivity Index, measured by Huawei, has highlighted very interesting numbers, showing very high levels of smartphone penetration and broadband penetration in our country. In the two indicators, indeed, Italy scores 9 out of 10, ranking among the leading countries in the world for bandwidth distribution, as well as among the most advanced in the development of 5G. The propensity to use apps has also proved to be a very important factor, where the number of new apps installed is distributed in a ratio of 1 to 1 of the total population.
Statistics in the world in 2020
Very useful, for our analysis, are also the statistics recorded by App Annie on the mobile landscape of last year. 2020 saw the word “mobility” assume an increasingly technology-oriented meaning rather than the movement of people. Considering the 218 billion apps downloaded from the main app stores, within which more than 140 billion dollars have been spent, mobile becomes the new watchword for retailers who want to increase (or at least maintain constant) its positioning in the minds of consumers.
Thanks to this channel, which saw only Android users spend 3.5 trillion hours on their mobile phones, companies have experienced an increase in terms of “mindshare” (or its spread) that would not have been possible otherwise. Only mobile, indeed, is able to reach certain levels of depth of engagement, configuring itself as the most effective tool to communicate directly with its users and stimulate them.
According to Crunchbase, organisations would benefit from increased mobile presence even in strictly financial terms. 26% of the total funding that took place in 2020 is made up of investments in companies with at least one mobile solution.
Therefore, owning an app today becomes an essential value, if you want to not only satisfy your demand, but also extend your audience.
Mobile marketing in 2021
More specifically, the study conducted by the Observatories of the Polytechnic of Milan on the behavior of mobile surfers in these early months of 2021. Research reveals a strengthening of the renewed habits acquired during the pandemic phenomenon, which seem to be increasingly consolidated and destined to continue even in the post-covid era.
The increase in video-calls during working hours is considered one of the many factors that affect new purchasing behaviour. It is important to work on the affinity between app and industry, to minimize the time required for a CTA (Call To Action) by the consumer and satisfy their requests at any time.
The study highlights a “under use” of mobile channels as promotion tools, as well as acquisition and retention of users. Indeed, only 41% of the most important Italian retailers (out of a sample of 286 companies) have at least one app connected to their core business activities. For those who own at least one app, the sales within this account for about 55% of the total. A number apparently not very significant. But if we consider that 76% of the top American retailers have an application and that in-app sales represent “only” 71% of the total, we can see the importance and that, therefore, owning one is not enough. Another figure supports this last consideration: 39% of consumers found themselves in 2021 having to use apps from different brands, as a result of usability problems. There is an improvement compared to 2020, where this percentage was 7 points higher, although there is still much work to be done. The UX (User Experience), on which the usability of each app depends, significantly affects the increase in use by users, contributing to an agreement of results towards their business objectives.
The conclusion is that, to succeed today, we need to reshape our strategic approaches more and more in a customer-driven perspective, putting the product in second place to the customer.
You will, therefore, now clear the importance of owning a mobile app to strengthen the relationship with your users. Contact the Shoppy team and design the best application for your brand with the guided support of our team of Italian experts!