Mobiles and desktops - horses for courses!

Mobile Marketing1 recently reported that Facebook had broken the one billion barrier in the MAUs (monthly active users) accessing its pages via mobiles; 1.01bn in Q1 of 2014 out of 1.28bn total MAUs. The article also took a snapshot of daily active users (DAUs) over two separate months:

  • December 2013 – 556m mobile DAUs out of a total of 757m DAUs
  • March 2014 – 609m mobile DAUs out of a total of 802m DAUs

These are very impressive showings for mobile only usage. However, there are also many who opt for desktop access, a fact that should not be ignored.

Facebook represents a high proportion of social media users, but their constituency is not necessarily representative of the wide range of web visitors as a whole, nor those specifically going online for B2B objectives.

In a comprehensive post in Smart Insights2 covering Mobile Marketing Statistics 2014, the author emphasises that “it’s important to keep track of the split between users of mobile and desktop devices visiting your site(s). Using advanced segments of Google Analytics is the best way to do this.” He continues: “New insight from comScore in their February 2014 market review shows the picture that marketers need to build up. The panel data shows that the majority of consumers are multi-screening, accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed.”

The article revealed that those making e-commerce purchases favoured desktop solutions, according to research published by eMarketerin 2012. This showed that “PC/laptop purchases are preferred by 87% of respondents, with mobile websites preferable compared to apps for retail.”

Referring to comScorefindings, the article also brought out the behavioural characteristics of online access depending on the time of day. This showed high levels of smartphone usage during the morning commute period, significant access to the web via tablets during peak time evening television, while desktops dominated the working day.

The key word in all this is multi-screening and the phrase “horses for courses” springs to mind. The fact is that all devices for internet access will have a part to play for the foreseeable future. Furthermore, the level of priority businesses place on each should depend on the type of product or service being promoted and the behavioural preferences of the target audiences.

BBI Brandboost are not only experts in responsive website design and producing mobile targeted sites and apps, but also have a long experience in researching and implementing strategic marketing strategies. Contact us on 01494 452600, by email or through the Live Chat function on our website to discuss how best to present your company online in the multi-screen environment.

  1. “Facebook Tops 1bn Monthly Mobile Active Users”
  2. “Statistics on mobile usage and adoption to inform your marketing strategy”

By Jason Freeman