Mobile Trends in the UK


March 15, 2016

Mobile Trends in the UK

The rise of mobile-centric communication and marketing is hardly a new development nor a spurious prediction. As the digital landscape continues to dominate all forms of communication, the need for adaptable and fluid strategies has never been higher, and increasing reliance on mobile connectivity will only continue to hold sway. What are some of the key expectations Britain can expect from mobile platforms in the coming years?

1.) An Increase in Cost Per Click Platforms

A 2014 report by Marin Software indicated an increase in the UK in paid search clicks from mobile devices from 24 percent in 2013 to some 43 percent less than 12 months later. Nor is this increase merely a statistical anomaly; Marin predicts that by the end of 2015, the number will jump to some 50 percent.

Part of this is not solely due to the ubiquity of mobile. Rather it shares a parallel with the rise of SEO development and a shift from a purely Google-centric search engine model to a multi-provider one (including, it’s rumored, soon to include Facebook.) And as search targeting continues to grow more refined, so will its ability to access and define audience and contextual data in addition to geographical proximity.

2.) An Increase in Security Responsiveness

Security breaches have always been the bane of digital transactions, and it’s no surprise that mobile is directly impacted as a result of its popularity. Yet with the rise of mobile pay options, retailers are faced with an entirely new dilemma; how to ensure certified payment options through vulnerable shared networks.

To meet the demand for heightened security, companies need to be proactive in developing strategies that meet mobile demands. This means investing in a stronger security infrastructure, one that can tackle the nuances of mobile apps in addition to standard IT desktop security concerns.

3.) App Reliance Will Continue to Grow; But So Will Browser Traffic

A recent report from Morgan Stanley indicates that mobile browser traffic is twice as high as mobile app traffic, contradicting previous reports that mobile app traffic captures 80 percent of customer’s time. Yet, as apps continue to be fine tuned, the potential for their usage is inestimable. More importantly, Morgan Stanley’s report doesn’t take into consideration one strong conclusion; that users are spending more time directly engaged with their apps than they are via browsers.

Favoring one at the expense of another is a foolhardy position. But not to develop strategies to include both means failing to adapt to a critical juncture in mobile usage experience.

4.) Context Aware Applications

One of the key integers in the popularity of mobile is in consumer demand for personalization.Understanding this rationale, retailers now have the capacity to draw more sophisticated and personalized data from apps that allows for a more nuanced and accurate perception of customer habits.

The days of context aware apps being solely the domain of GPS and location-derived services are a thing of the past. By using location based data, companies can now derive an accurate picture of a customer’s daily life, their habits, thoughts and travels, and can subsequently develop a mobile experience to them that is unique, customized and deeply personal.

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