12th November, 2014 by Adam Greenwood


How Should Spending Habits On Mobile Be Effecting Your Digital Marketing.

Nearly six in ten consumers now report accessing the internet on their mobile.  From our own experience, we also know that spending limits on these devices are also increasing, Ofcom have recently released their annual communications market report which confirms this and I wanted to add some of my own thoughts…


When speaking to clients, I talk about how important a mobile first strategy is, especially for websites appealing to consumers as “Lean back digital” browsing is growing in popularity all the time.

The First Age

The first age of "Lean back" media was traditionally print and television, then with the invent of the internet, the second age of “lean forward” started. This was browsing on computers and leaning forward to research or scan information.


We are now in the third age, which is "lean back digital". Consumers are able to digest a huge amount of information whilst sitting at home on the sofa, in the bathroom, in a queue or sat on a train. So now that we have consumers absorbing information in a more relaxed way, how does that affect their buying habits?


Up until recently, I used to talk about the hundred pound rule. i.e. people would spend up to £100 on their mobile device. Anything more than that and they would want to see the product or service on a bigger screen because it felt “safer”.


We would advise that if our clients product cost more than one hundred pounds, the goal of the mobile site would be to get the visitor to share the information, either with friends / family via social networks or with themselves via email to read and possibly buy from home.


This number is changing, people are prepared to spend more on a mobile device. I think this is a combination of:


Trust: smartphones and tablets have been around for a while now and people are used to doing the majority of their browsing on them. In 2014, 57% of people in the UK use their mobile device to access the internet compared to 49% in 2013. Source Ofcom


User Experience: Designers and developers have been improving mobile interfaces so that the buying process is easy and intuitive


Quality of hardware: Smartphones and tablets have beautiful displays that can show spectacular imagery


On top of our experience, comScore data shows the increase in spending on mobile devices in the last year:

Spending Habits Chart

Maximum amount that consumer would spend on a mobile device. 


So, more people are prepared to spend more money on their mobile device. So how should  this change the way you speak to your customers and visitors?


In a pitch to a luxury hotel chain recently, we told them that as well as designing their website for tablet first, we would also need to look at making the mobile and tablet UI for booking simplistic and fool-proof. No one wants form or purchase abandonment so our processes made booking a room extremely simple and possible in three stages.


Another way to look at increasing your customer’s desire and ability to spend on a mobile device is to look at conversion rate optimisation (CRO) specific to those devices, i.e. where should calls to action (CTAs) be on mobiles and tablets and how can you get users to spend longer on your site. You can find more information on this on our blog post about CRO.


So, we know that more people are using mobile devices and we know that people are prepared to spend more money on products and services using those devices...


This should direct everything we do with our digital marketing to ensure we increase conversion and therefore ROI, Making our customers and their customers happy.

About author

Adam Greenwood

A natural leader, just don't follow him on the London Underground! Adam uses his burgeoning OCD to make sure that everyone in the team is moving in the same direction.

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