B2B Mobile Buyer Behaviour research

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
2 min read

Chart of your day: Statistics exploding the myths that mobile marketing is less important in B2B sectors

We have documented the ongoing growth of mobile adoption inside our mobile statistics compilation. Yet the majority of our stats derive from consumer surveys and panels. It’s rare for B2B specific data to be shown. With all this insufficient insight, most businesses will turn with their analytics to measure the need for visitors from smartphone. Considering our very own analytics, for Smart Insights it appears that mobile visits are relatively unimportant, with smartphones currently accounting for 19% of visitors, having an increase of around 8% increase year-on-year. Yet, one fifth of most visits IS significant especially since as you see with B2C organizations, our conversions are lower on smartphones, so to generate leads is challenging on mobile.

The Boston Consulting Group research on mobile used in B2B

Given having less research on B2B mobile adoption, it had been interesting to see this report considering both business and end-user adoption, although it’s frustrating that the sample for B2B buyers wasn’t given with regards to size or sector.

BCG’s research discovered that 80% of B2B buyers are employing mobile at the job, and much more than 60% report that mobile played a substantial role in a recently available purchase. Moreover, some 70% of B2B buyers increased mobile usage significantly in the last 2-3 years, and 60% be prepared to continue steadily to increase their mobile usage.

The report also dispels the myths of mobile usage in B2B showing that smartphones are increasingly used ‘across the board’ and do influence sales of large purchases at different seniority levels.

The report also notes that simultaneously, B2B online queries are shifting rapidly from the desktop and ­laptop to the smartphone. Google has discovered that about 50% of B2B queries today are created on smartphones. BCG expects that figure to cultivate to 70% by 2020.

The research implies that amongst what they call ‘mobile leaders’ there are several significant shares, nearing 50% of queries, traffic and leads.

I think utilizing the pejorative laggard here’s wrong, because the relative percentage of smartphone use depends on the audience and if the company includes a transactional Ecommerce site. For all those B2B businesses which are transactional and also have an audience making more usage of mobile, then it’s inevitable that queries and conversions will undoubtedly be higher.

The report also shows other great things about mobile though, suggesting an increased result in purchase velocity and the outlook of improved loyalty in case a superior mobile experience is delivered.

Research source

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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