Desktop vs Mobile: What You Need to Know

In this hyperconnected era, about 3.2 billion people have access to the Internet. That’s 55% of the world’s population. Since the introduction of the iPhone back in 2007, the way people accessed the Internet has changed. Phones are now as powerful as computers, and they’re way more portable. Mobile Internet use has crept up slowly, surpassing desktop usage in 2016. Today, more users are now accessing the Internet from their mobile devices, and according to Google, there are more search queries happening on mobile. There’s little doubt that smartphones are becoming the primary method of accessing the Internet.

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But, what does this mean for your bank? Should you ditch desktop advertising and switch all of your marketing budget to mobile? Maybe the following statistics will help you decide.

  • More videos are now watched on mobile versus desktop, growing at a rate of 233% since 2013. (Variety.com)
  • Mobile video has higher engagement rates – more views, completion rate, and engagement – than desktop video. (Adweek)
  • People view more ads on their mobile phones. Mobile video ad views are at 83% versus desktop at 53%. (Google)
  • Users are twice as likely to share content from a mobile device. (ShareThis)
  • The conversion percentage on mobile is three times higher than the same search done on desktop. Seventy percent of mobile searches lead to action within an hour, but on desktop, 70% of searches lead to action within a month.(SocialMediaToday)
  • Mobile banners have a higher ad recognition and message recall compared to its desktop counterpart. (MetrixLab)
  • Mobile ads reach their intended audience at a higher rate (53%) versus desktop (49%). Desktop is stronger for broadly-targeted campaigns, while mobile performs better at reaching specific, narrow targets. (MarketingCharts)

Since smartphones are such an important part of our daily lives, community banks can definitely leverage mobile as a way of reaching audiences, instead of or in addition to desktop advertising. For a successful advertising campaign, you must provide a seamless experience from desktop to mobile to reach your audience at all points of their customer journey.

 

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