Mobile ad spending grows; tablets increase online purchasing


Tablet users purchase more often than PC users. Image: Flickr / yto / CC-BY-SA

Mobile internet is a growing advertising market. Many mobile operating systems are being upsized to run tablets, which are proving to be the ultimate conversion machines.

Mobile ad spending increasing

Mobile ad spending has been increasing steadily for the last few years. In 2010, marketers spent $743 million on banner, rich media, search and messaging advertising targeted to mobile phones. Total spending in 2011 is expected to reach $1.2 billion. In 2012, mobile ad spending will likely reach $1.8 billion or more. The total numbers are based on the advertising served up to mobile operating systems, such as Android and iOS systems.

Buying power of tablets

Since they first exploded onto the marketplace, tablet computers have been popular. Now that the devices have been on the market long enough, e-commerce statistics are starting to trickle in. Overall, tablet purchases account for less than 10 percent of all shopping online. However, individuals using tablet computers are much more likely to make a purchase and more likely to spend higher amounts. On desktop and laptop computers, about 3 percent of all visits lead to sales. On tablet computers, about 5 percent of all visits result in sales. Tablet users tend to make orders that are 10 to 20 percent higher, on average, than PC or smartphone orders.

Taking advantage of the market

The growth in both mobile advertising and tablet purchasing are trends that marketers would be smart to take note of. First, mobile advertising is important to consider in marketing your product or service, both with mobile web ads and text messaging. Text ads should be double-opt in to avoid being charged with sending spam. You should also ensure that your site is optimized for mobile browsers, both small-screen and tablet-screen sized devices. Finally, if you have e-commerce integrated on your website, make sure that it operates on both mobile and tablet computers.


Wall St Journal

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