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APAC leads mobile-first business strategy globally

About 70 per cent of APAC mobile traffic comes from smartphones, compared to 61 per cent in North America and 60 per cent in Europe. This reflects the region’s readiness for a mobile-first strategy, a new study released by Econsultancy in association with Adobe highlighted.

In response to the mobile traffic, about 38 per cent of APAC marketers have said that they have a defined mobile strategy that goes out at least 12 months – higher than Europe (34 per cent) or North America (31 per cent). Furthermore, 33 per cent of APAC marketers also believed that mobile activities are central to their overall business and how they engage with customers, in comparison to 32 per cent marketers in North America and 26 per cent in Europe. This reflects how the mobile-first business transformation is being led by Asia Pacific.

Marketers in APAC mostly use mobile apps as a means to share content (81 per cent) or to interact with customers (67 per cent). In this last use case, the APAC region led the world, with European marketers using mobile apps to interact in only 59 per cent of cases; and North Americans in 58 per cent of cases.

Commenting on the findings of the study, Paul Robson, President Adobe Asia Pacific said, “The state of ‘mobile-first’ has already arrived in Asia Pacific. Mobile changes everything – how you communicate with customers, vendors, suppliers, partners and your own staff. The results of this research show that Asia already has mobile-centric business strategies firmly in place, while Europe and North America are still scrambling to redesign their more traditional business models and workflows.”

APAC marketers also believe that the conversion rates were higher for mobile apps than for mobile web, as 48 per cent strongly agreed or agreed.

According to the study, APAC marketers also felt more confident in their ability to measure the success and ROI of mobile apps just as well as they could measure their website, with 47 per cent of APAC respondents strongly agreeing or agreeing; and just 35 per cent in Europe and 30 per cent in North America feeling the same way.

“Asia Pacific is the world’s most mobile-ready region, and this study demonstrates businesses here currently have a higher level of confidence and integration around their mobile strategy and its execution, than in either Europe or North America,” said Mr Robson.

“The data reveals a tale of three regions, all facing a disruptive and exciting mobile-led transformation; and all working through different stages of their evolution,” he added.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.