New research has suggested that an overwhelming majority of telecom campaigns now incorporate mobile users into their advertising strategy.
The research, undertaken by Millennial Media, discovered that 60 per cent of advertising campaigns which took place in November utilised mobile-only features to encourage consumer participation, a seven per cent increase month-over-month.
The investigation went on to analyse the different post-click destinations for consumers, highlighting the variety of platform-specific techniques employed by campaigns in order to convert users.
The survey found that 33 per cent of consumers were directed to download an application, with 18 per cent sent to a mCommerce section of the site. Furthermore, 31 per cent of users were encouraged to make a phone call, while 15 per cent of adverts sent users to the social media profile of the advertiser in question.
The news comes as a new study from IBM revealed mobile transactions in December had increased by 107 per cent compared the same month in 2010. The research claimed that sales via mobile devices accounted for 12.9 per cent of all transactions made on the internet.
“This Christmas shopping season has been characterised by consumers looking for deals and increasingly using their mobiles to shop online,” said Andrew Jackson-Proes, a representative from IBM UK & Ireland.
At numero, we’re keen to emphasise the importance of mobile, as both an advertising medium and a customer contact channel. Over 45 per cent of the UK population now own a smartphone and, as a result, more consumers are demanding organisations offer them an experience suitable for this emerging medium. You can discover more about our work and how we help companies achieve this here.