BrightEdge Exposes Mobile Marketing Conversion Deficit

SAN MATEO, CA--(Marketwired - Aug 15, 2013) - BrightEdge, the leading platform for science-driven content marketing, today announced the release of Mobile Share, the first industry report to investigate the current state of mobile content engagement. BrightEdge tracked the business impact of mobile usage across 6,000 brands and analyzed more than 5 billion web pages to quantify how mobile performs against the traditional desktop in driving conversions. This is the first in-depth look into mobile as a channel and provides unique visibility into the market, new insights across industries and best practices for marketers.

"Despite rapid and continuing growth, mobile remains a largely untapped opportunity for marketers," said Jim Yu, CEO and founder of BrightEdge. "Brands that learn how to leverage mobile and understand content in terms of traffic, engagement and revenue stand to deliver staggering results in both customer loyalty and ROI."

Over 100 million people in the US alone own smartphones and that number is rising rapidly [1]. However, mobile is converting at a significantly lower rate than both tablet and desktop. This presents a challenge for brands as they seek ways to monetize mobile and connect with consumers in new and impactful ways. As mobile becomes an extension of consumers' everyday lives, brands must be poised to deliver a mobile experience that is integrated seamlessly across all channels, including search and social.

"More than ever, we are seeing a steady increase in mobile and tablet traffic," said Shahid Awan, global head of search at CheapFlights.com. "It's extremely important for us to understand the impact of our mobile and tablet activities so that we're fully prepared to take advantage of this traffic and achieve better business results."

BrightEdge evaluated the growth of mobile as compared to desktop from H1 2012 to H1 2013. Key findings from the report include:

• Mobile traffic grew ten times faster than desktop. From H1 2012 to H1 2013, mobile traffic grew 125% while desktop grew a mere 12%.
  
  
• Software/Technology, Financial Services and Real Estate lead mobile traffic. These industries experienced significant growth in mobile traffic when compared to desktop.
  
  
• Mobile conversions lag behind tablet and desktop. It's an even playing field for tablet and desktop, as both have nearly the same conversion rate. Mobile converts at a significantly lower rate: 0.3x desktop and tablet.
  
  
• Video content drives conversions. Mass video consumption within the media and entertainment industry drives mobile conversions at a rate that exceeds desktop conversions: 1.6x. Other industries that convert relatively well on mobile include travel and hospitality at a rate of .7x desktop and eCommerce at a rate of .6x desktop.
  

Learn how to make your mobile marketing more engaging and effective by downloading BrightEdge's Mobile Share report. BrightEdge and content leaders from brands including Google, Adobe and Macy's will further explore the challenges and opportunities of mobile in San Francisco on August 22, 2013 at Share13, the premier industry event for digital content marketing.

About BrightEdge

BrightEdge is the essential content marketing platform for modern business. It transforms online content into tangible business results such as traffic, revenue and engagement. BrightEdge's S3 platform is powered by a sophisticated big data analysis engine and is the only company capable of web-wide, real-time measurement of content engagement across all digital channels, including search, social and mobile. BrightEdge's 600+ customers include global brands such as 3M, Microsoft, Netflix and Nike. The company is based in San Mateo, CA with offices in New York City and London.

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[1] ComScore