The brisk pace of smartphone and tablet penetration is causing a shift in UK consumer browsing habits. According to comScore’s 2013 UK Digital Future in Focus report, a third of page views in the UK are now on smartphones or tablets. comScore also notes that usage of devices varies significantly throughout the day. Mobile dominates during the morning commute, desktops lead during work hours, and once on the sofa, it’s predominantly about the tablet.
Screen size, convenience and personal context all affect what activities a user performs on any given screen. For example, filling in a form or an application for a significant purchase is trickier on a smaller device, making mobile more suited to on-the-go research for local services, travel or retail, whilst tablet users have the screen size luxury and the time to conduct meatier research and interactions. However, confidence in purchasing using smartphones seems to be growing. Intela revealed in their recent Mobile Consumer Report 2013 that around half of UK smartphone owners are now happy to spend over £10 on their mobile, and that the most popular focus for purchasing is retail, with 40% of UK smartphone owners more likely to purchase retail goods on their phones over anything else.
It pays to do your research using analytical tools to better understand opportunity, trends and performance as it relates to your own products and services. Ensure you slice your reporting by device at every opportunity, as this allows you to test and optimise your keyword choices, bids and ad text for each of these different contexts. Bing Ads Intelligence, the free Excel plug in from Bing Ads, enables deep keyword research based on seed words or your account contents, and gives you traffic estimates and keyword performance data by device type. The ‘More Research’ tab even offers demographic reports with the device lens. If you have Bing Ads Campaign Analytics enabled (also free!) you can use the Bing Ads UI ‘Conversions’ report to view your conversions by device. These two tools combined can give you a 360-degree view of where your ad does or doesn’t resonate, and which screens are the ‘silver’ ones for your business.
By Tor Crockatt, Product Marketing Director for Bing Ads in the EMEA region.
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