Marketing is changing and often today we see the transitioning between marketing strategies in the B2C world working their way over to the B2B world as adoption of new marketing techniques takes place. It is all driven off of customer adoption of the technologies. We obviously have seen this happen more rapidly in the cases of Facebook, and other social media. Now it is happening in the mobile strategies space. This recent study is one that points out how quickly this adoption is taking place in the B2B world with respect to mobile traffic and mobile technologies.
Study: Soon B2B mobile traffic will outstrip B2C
Business to Consumer (B2C) businesses have traditionally led Business to Business (B2B) brands in both online and mobile traffic. However, according to new data out from Usablenet that is about to change. Their data shows, thanks to the rapid adoption of mobile by B2B brands, mobile traffic to their sites will soon outpace B2C traffic.
• 56% of B2B customers read reviews via mobile
• 55% read product details
• 50% compare features
• 48% compare prices
The reason is their customers’ rapid adoption of mobile platforms. That adoption mirrors the adoption of the mobile public, which shows a growing number watching videos, reading newspapers and other content and staying up to date with social networks via mobile devices. While B2B customers are doing all those things, about half (52%) are also using their mobiles to research products for their businesses.