We all know what devices we personally use throughout the workday, but there is something really cool about being able to count it and watch it. That is the beauty of digital marketing. If you have been recently challenged with desktop/tablet/mobile conversion rates, or can’t seem to understand what your audience mindset is at a specific time of the day, hopefully the below can help whether you are retail, entertainment or information.
I used an index to find the variance of sessions by device (desktop/tablet/mobile) throughout the day, along with lining up the hour of the day. The hour data in the below graph is in MST, but primary visitors are east/west coast …just like everybody else. The reality is this:
- Morning: The majority of a customers digital journey starts at work (on a desktop) as they are either shopping/researching items that they thought about the night before, or during bathroom preparation. You’ll notice a small blip in tablet in the morning thanks to commuters, or people reading up on news during preparation. Stride Opportunity: Delivery your promotional emails early, because the more emails read on a mobile device, the less the conversion and those come later in the morning.
- Afternoon: During the lunch hour, people are mobile. Whether they are driving, sitting in a restaurant, or in a park watching the world pass by. So it makes perfect sense that we would see a spike in mobile sessions. Stride Opportunity: Drive engagement with the intention of brand recognition. You may not want to have big spend initiatives here, but rather viral or share-ability. Also a great opportunity to pitch mobile app downloads to your viewers (by way of App Takeover) because viewers will likely not convert, so focus on getting your marketing assets in front of them.
- Nighttime: We all do it. Netflix, Hulu, YouTube from your couch, dinner table, or bed on your favorite of 3 tablets in the house. Stride Opportunity: Make sure your promotions are clear, loud, and optimized here because these shoppers will either be tough to convince, or really easy due to laziness. It depends on your audience and customer segments.
Bottomline, know your audience, try to understand thier journey, and deliver the right message to them knowing what device they might be on for the best opportunity of conversion.