By 2017, 85% of the world will be covered by 3G mobile internet and half will have 4G coverage, according to Sony Ericsson. Three billion smartphone users will contribute to data traffic that’s 15x heavier than today’s. For more and more consumers, the most important screen will be the tiny one in their pocket. There needs to be more ad spending on mobile, which now comprises only about 1% of budgets, according to a recent study from Marketing Evolution. Based on ROI analyses of smartphone penetration, that figure will be about 7%. In five years’ time, that number will need to be in excess of 10%.
Mobile traffic currently makes up 10% of global Internet traffic and next year more people will use mobile phones than PCs to get online. Purchases made on mobile devices amounted to $6.7 billion in the U.S. last year, or about 8% of total online sales, and are expected to nearly double to $11.6 billion this year. By 2015, U.S. mobile sales are forecast to reach $31 billion. What’s more, a recent Google survey found that:
- Mobile sites lead to mobile purchases
- If your site isn’t optimized for mobile, shoppers will go elsewhere
- A bad mobile experience can damage a company’s brand
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