Web vs. Mobile Analytics
- Meet Hank, 21st century mobile user. Hank owns a laptop, an Android smartphone and an iPad. Hank is part of 29% of Americans who own a tablet.
- Tracking users across touchpoints. Tracking and identifying users across multiple touchpoints is challenging but necessary for understanding the mobile user. With sophisticated mobile analytics you can effectively identify
users across channels and devices.
- The average American owens 1.57 mobile devices.
- Percentage of global Internet traffic from mobile devices: 1) 2009 - 1%; 2) 2010 - 2.4%; 3) 2011 - 6%; 4) 2012 - 10%; 5) 2013 - 15%; 6) 2014 - 30%.
- Hank uses all three of his devices from a variety locations during all times of the day.
- He often purchases different items from different devices.
- User content. Web analytics platforms lack the sophistication to effectively track mobile users and their movements. Only mobile analytics can provide the detailed insights you need to understand mobile user behaviors,
engagement and purchases across different devices and locations.
- Percentage of mobile commerce as proportion of total e-commerce: 1) 2011 - 7%; 2) 2013 - 17.4%; 3) 2017 - 25%.
- Average order value: 1) Tablet - $123; 2) PC - $102; 3) Mobile - $80.
- Time spent accessing travel information: 1) Apps - 96%; 2) Mobile web- 5%.
- 15% of apps are launched while offline.
- App usage. Web analytics can't track detailed user actions in apps or capture any offline usage metrics. Mobile analytics can capture all offline actions with a more holistic and granular understanding of in-app usage and
Created by Medio - www.medio.com | Sources: http://gigaom.com/2012/10/22/the-average-us-subscrier-owns-1-57-mobile-devices; http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013; http://www.
mediapost.com/publications/article/198960/#axzz2VHu5yDfN; http://www.ecommmercetimes.com/story/77785.html; http://www.google.com/think/research-studies/mobile-in-store.html; http://gigaom.com/2011/05/