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Consumers on desktop computers and consumers on mobile digital devices demonstrate different behaviors, so why do companies insist on using Web analytics to measure mobile users? Web versus Mobile Analytics is maybe not crystal clear, so let’s look into some of the facts and difference.

Digital Marketing is not anymore like traditional marketing. In the era of digital transformation happening everywhere, marketers want a proof of their investment.

Dieter Hovorka

CTO, Co-founder, Skillz Middle East

Meet Hank, the 21st Century mobile user. He is out todays visitor and we will look into his daily behavior. Hank owns a laptop, an Android smartphone, and an iPad. Tracking users access across touchpoints gives us more idea how to market them. It can be challenging but necessary for understanding the mobile user. With sophisticated mobile analytics, you can effectively identify users across channels and devices. Looking into the American market Hank is part of the 29% Americans who on a tablet, also we know in average an American owns 1.57 mobile devices.

A Web Analytics software is key to do the job and show all the nice traffic for retargeting our friend while using his mobile devices. If our software could not differ between mobile devices and PC, we would not be able to close our marketing cycle. Web versus Mobile Analytics is key for our success in the future and now.

The following infographic by Medio makes the case for using mobile analytics to effectively track mobile users and their movements. After all, what a consumer purchase from a tablet while at work often differs from what she buys at home from her desktop PC or from her mobile phone while out with friends.

Even within digital devices, major differences exist. One is in spending behaviors. The average order value from a tablet is $123 (as opposed to the $102 on a PC or $80 on a mobile). Web analytics platforms can’t effectively track those mobile users, though.

Mobile is king, people using tablets are willing to spend more in online stores than people on smartphones or PC

“Only mobile analytics can provide the detail insights you need to understand mobile user behaviors, engagements, and purchases across different devices and locations,” according to Medio.

Similarly, Web analytics can’t track consumers’ behaviors in apps and can’t get offline use metrics. Mobile analytics can.

Web versus Mobile Analytics

Think about how many people travel every day with the airplane. Wifi in airplanes is still not standard but the consumer of today is using during flying his/her electronic device. Statistics show that travel information is looked up with mobile apps in 95% of cases and only 5% through mobile web.

The power horse when it comes to customer insights and online presence analytics,  Adobe Analytics Cloud.

If you are into car rental or hotel booking you are losing your audience’s information. Be aware that 15% of apps are launched while offline, no chance to utilize any online analytics software. Web versus Mobile Analytics is again, the driver of success for this type of apps. Mobile analytics can capture all offline actions with a more holistic and granular understanding of in-app usage and behaviors.

To find out more about using mobile analytics, check out the following infographic.

Web Versus Mobile Analytics
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