B2B Mobile Jumps 600% – Are you mobilizing yet?
Once again, our friends at PracticalMachinist.com have agreed to share some data with us from their Google Analytics account. PracticalMachinist.com is a very busy forum site where machinists, engineers, business owners and others involved in metalworking and manufacturing ask questions, share ideas and exchange information. It is the leading social media property that is specific to this industrial market segment, and probably the most visited online property in the metalworking and metal fabrication market place. In the first six months of 2011, there were over 3.6 million visits and approximately 17.5 million page views. Between June 5th and July 5th, 2011 alone there were more than 643,000 visits by 390,618 unique visitors.
Mobile Users Jumping on Board
Unless you are in the metalworking industry, those numbers may have little value to you, but here is some data that you should not ignore. Traffic to the site on mobile devices has jumped 600% in the past year. About a year ago, we published an article noting a 100% increase in the year-over-year traffic from mobile users – at that time there were about 5,000 visits a month from a mobile device. The recent data shows over 34,000 visits from mobile phones in the last month alone – and they are quality visits – spending on average over 4 and-a-half minutes on the site.
Here is a look at the traffic from the top platforms:
- iPhone 36%
- Android 33%
- iPad 25%
- iPod (Touch) 4%
- Blackberry 3%
Of these visitors, iPad users stayed longest with a 6:12 Average Time on Site. The adoption rate of the iPad is the fastest of the electronics industry. Using mobile devices to access online content and data shows no signs of stopping anytime soon.
Adoption Rates Mobilizing
The steep curve of adoption for tablets and smartphones is clearly reaching all markets. A study released by The Nielsen Company reported that at the end of 2010 nearly 1/3 of US cellular phone users were using smartphones and that 45% of new contracts were smartphones. A subsequent report published in June 2011 indicates the average amount of data consumed per month has grown by 89%.
So marketers, have you mobilized yet? If it is not in this year’s plan, mobile marketing should be on the agenda for 2012 planning.
Scott LoSasso is President of LoSasso Advertising Inc., a Chicago based interactive agency specializing in content marketing strategies and customer acquisition for leading B2B and consumer brands. (See more posts by Scott)