I write a lot about the mobile Internet usage and growth because I think its important for both domainers and developers to stay up on mobile trends.
On the domainer side, its important to understand how mobile traffic is being treated by parking providers and if the clicks are more or less valuable.
Donny Simonton from Voodoo said in an interview with Hybrid Domainer that they were seeing strong mobile growth but that desktop was still strong as well.
"We usually classify traffic into 4 categories, desktop, tablets,
smartphones, and dumbphones. Desktop and Smartphone traffic are usually
on par with each other as far as RPM goes. Tablets usually have the
highest RPM and Dumbphones have the lowest.
Mobile traffic has definitely been increasing since the beginning of
the year, but desktop traffic has been staying very steady as well. I
would have expected to see a drop in the percentage of desktop traffic
when there was an increase in mobile traffic. But overall, the numbers
continue to go higher month over month."
Rimm Kaufman took a look at how mobile CPC was affected by Google who did mention mobile clicks as paying less in their last earnings report.
How does Cost-Per-Click fare across device classes?
In reality, we found that smartphones commanded a 54% lower
cost-per-click than desktop in Q1 2012. A few factors go into this
discrepancy in CPC:
- RKG is generally segmenting out mobile traffic and bidding it lower across the board.
- Branded keywords, which carry lower CPCs, make up a larger percentage of mobile traffic than desktop traffic.
- According to Google, when mobile and desktop clicks are served from the same campaign, Google may apply smart pricing to lower the cost of the mobile traffic.
- Poorer conversion for mobile traffic is likely decreasing competition.
Search Engine Land wrote an article last week on the 3 mobile trends every search marketer should know. Number 3 focused on ROI,
Trend #3: ROIs Can Vary Significantly By Mobile Device
Earlier this year, Mark Ballard from RKG showed that
ROI varied significantly by mobile device, i.e., the ROI on iPad,
Kindle , Android tablet, etc. varied significantly. Our research shows a similar trend as we found that the ROI from iOS users is about double that of Android users.
The reason why the ROI differs so much is because of demographics,
user experience, form factor and the context in which these devices are
On the development side its important to understand your traffic and be able to optimize your website for both mobile and desktop. If you are getting a lot of mobile traffic you want to make sure your site resolves properly for the mobile user to increase conversions and provide a pleasant experience that will make the user want to come back to your website and engage with your content or brand.
34SP.com put out a very good infographic today on the Mobile Internet looking to takeover the Desktop Internet.