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Mobile Sector Comparison Reveals Large Differences

How popular are the different devices and how well do they perform? What differences are there between the mobile sectors? To answer these questions QUISMA conducted a mobile sector comparison and evaluated the data of different customer groups for the last quarter of 2012.
Our study’s statistics could help with making the right decisions regarding the CPCs (cost-per-click), especially as Google’s changeover to “enhanced campaigns” comes into effect later this year. The study consists of two parts; in the first part, search rates, CPCs, and click rates were closely observed. The second part of the study will examine the conversion rates and the CPOs (cost-per-orders).

 

Mobile sector comparison reveals large differences

Mobile sector comparison reveals large differences

In order to compare within the sectors as well as across sectors, brand search terms were analyzed. Although the level of awareness has a significant influence on the competitive situation for the individual brands, the identified relations are equally relevant because they illustrate a general trend.

Key figures from the following sectors were observed:

  • Automotive
  • Banking
  • Finance
  • Insurance
  • Retail – multi sender
  • Retail – fashion

Our following graphs present the key figures:

 

Search query distribution across the different sectors

Search query distribution across the different sectors

 

CPCs per sector and device

CPCs per sector and device

 

Click rates per sector and device

Click rates per sector and device

Our study clearly demonstrates that the values in the different sectors vary significantly from one to the other. The same applies for the individual companies within one segment. We also found that the use of device varies depending on the target audience and the sector. For example, in the Fashion sector, tablets are more popular than smart phones. In the Banking and Insurance sector tablets and smartphones turned out to be similarly popular. Generally, the smartphone CPCs are the lowest. Therefore, a distribution through the mobile device across all sectors is advisable. The second part of the study will specifically look at conversion rates and how they differ in the individual segments.

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