For mobile marketers, targeting a consumer base may require increased precision.
For mobile marketers, targeting a consumer base may require increased precision.
Although a mobile marketer may think consumers are the same regardless of their mobile device, a new study by Adobe Digital Marketing Insights presents revealing results.
Advertisements account for much of the profit netted by mobile application developers, but marketers can't blindly advertise on multiple devices randomly. For instance, a consumer with a PlayStation Vita may have very different interests than one with an Amazon Kindle. Tailoring to specific markets requires precise analytics.
According to Adobe's study, tablet owners spend $123 per online retail purchase, PC users spend $102 per purchase and smartphone users spend $80. The statistics compiled by Adobe include information from more than 150 U.S. retailers and approximately 16.2 billion online retail transactions.
"These findings suggest that retailers can no longer afford a 'one-size-fits-all' approach to mobile optimization because tablet visitors and smartphone visitors are distinct customer segments," the study said. "retailers should evaluate the opportunity that tablet visitors offer and develop strategies to better attract, convert and retain them."
